Boston, MA, Sept. 02, 2026 (GLOBE NEWSWIRE) -- Fenix Outdoor, the Swedish outdoor group behind Fjällräven, has opened its first Fjällräven & Co. store in Boston, introducing its new global retail concept in North America.
The new Fjällräven & Co. shop on Newbury Street features a curated collection of products from Fjällräven, Royal Robbins, Devold and Hanwag, all brands in the Fenix Outdoor family.
“The launch of Fjällräven & Co. marks a new collaboration for our brands,” said Fenix Outdoor Vice President Nathan Dopp, who also serves as Fjällräven’s CEO of the Americas. “The concept showcases the breadth of the Fenix Outdoor portfolio and how each brand complements one another with shared values in quality, craftsmanship and a dedication to life outdoors. We are bringing those principles together in one space to offer a unique outdoor lifestyle destination for our community.”
Fjällräven & Co. connects customers with the Scandinavian approach to everyday outdoor living in an atmosphere that brings together nature and design, by offering products such
For customers seeking products for technical hikes or backpacking trips, the recently relocated Fjällräven Brand Store will continue to offer the brand’s outdoor performance gear, including the pinnacle mountaineering line Bergtagen, the iconic Keb Trouser and an assortment of technical packs.
"Having both stores within walking distance creates a unique two-store destination for customers who want versatility and durability,” said Lauren Megson, Fjällräven’s Director of Retail. “Newbury Street is the ideal home for this concept, as its blend of premium retail and culture reflects the customers we are looking to inspire.”
A Grand Opening will be held at both stores from Sept. 11-13, with activities rooted in Swedish heritage. Customers can embrace the Swedish tradition of fika, a coffee break with friends, and create their own Midsommar-inspired flower crown. Visitors are also invited to an urban hike on Sunday morning with the Appalachian Mountain Club's Boston Chapter.
Customers can visit Fjällräven & Co. at 304 Newbury St. and the Fjällräven Brand Store at 165 Newbury St.
About Fenix Outdoor
Fenix Outdoor International AG is a globally active leading group of outdoor companies focused on products and retail within the world of nature and outdoor activities. From the small town of Örnsköldsvik, Fenix Outdoor has expanded to every corner of the world. The fundamental idea of the company remains the same: To provide functional, durable, and timeless equipment that makes the outdoors more enjoyable for all. We continue to find smart, innovative solutions to make every adventure unforgettable.
For further information, contact OutsidePR at fjallraven@outsidepr.com.
