Fjällräven finds a new home at NK
Fjällräven finds a new home at NK images courtesy Fjällräven Fjällräven has opened a new dedicated space at Nordiska Kompaniet (NK) in Stockholm, in partnership with long-standing outdoor retail partner Naturkompaniet. This strategic move strengthens the brand’s presence in its home market and welcomes international visitors to one of Scandinavia’s most iconic retail environments. The new space unites Fjällräven and Naturkompaniet within NK, reflecting a shared commitment to functional design, durability, and a deep-rooted Nordic outdoor heritage. The outdoor lifestyle, long central to Nordic culture, has seen renewed growth as more people seek time in nature alongside urban living. Fjällräven describes the opening as “finding a new home” within NK, introducing an updated retail concept built on the brand’s founding principles since 1960: sustainability, functionality, and timeless design. The assortment includes equipment for hiking, cycling, and alpine activities, alongside some of Fjällräven’s most recognisable products such as the Kånken backpack, the Expedition Down Jacket, and the Greenland Jacket. For many Swedes, owning a Fjällräven down jacket, which gained widespread recognition in the 1990s, was once a rite of passage, contributing to the brand’s strong nostalgic appeal and enduring legacy. The store also emphasizes product care, repair, and longevity, encouraging customers to extend the life of their garments and equipment. According to Fjällräven chief executive Martin Axelhed, the NK location provides an opportunity to meet both local and international customers who value quality, expertise, and functionality in a new setting. Naturkompaniet chief executive Henrik Hoffman added that the collaboration naturally brings together two brands with shared values, inspiring more people to discover the outdoors. Developed with PS Retail, the new concept store features natural materials and Swedish craftsmanship throughout, including bespoke interior elements and archival pieces from Fjällräven’s history in Örnsköldsvik, creating an immersive journey through the brand’s evolution and future vision.
