Popular Swedish outdoor equipment chain Fjällräven opened 1st store in Budapest! – PHOTO GALLERY
Fjällräven, a Swedish brand specialising in outdoor equipment, primarily clothing and luggage, has opened its first store in Budapest. As one of the global leaders in this sector, Fjällräven already operates 14 stores across Europe. Although its products have been available online to Hungarian customers since 2010, the good news is that the first physical shop of the Swedish outdoor equipment chain opened in Budapest on Thursday.
New Fjällräven store in MOM Park
‘Fjällräven’ means Arctic fox in Swedish, which is why the newly opened store is named Arctic Fox Budapest (Sarki Róka Budapest). You can visit their official Facebook page HERE. Founded in 1960, Fjällräven stores can be found in 14 European countries, offering a wide range of outdoor equipment, including backpacks, jackets, trousers, tents, and more.
How to spot Fjällräven products? The Arctic Fox logo, often found on the left sleeve of their tops and outerwear, is a hallmark of Fjällräven products. The logo is either presented as an outline of the fox or in a shield-like design. Additionally, most Fjällräven items feature a small Swedish flag, typically sewn onto a seam.
In Hungary, the brand has been present since 2010 with a shop in Érd and an online marketplace, which you can explore HERE. To enhance their presence in the Hungarian market, the company decided to open its first store in the Hungarian capital on 15th August. The new shop is located on the first floor of Buda’s popular shopping mall, MOM Park.
Creating hiker communities
According to Utazómajom, a Hungarian travel news outlet, the Swedish company’s primary goal is to promote hiking and inspire as many people as possible to venture outdoors and appreciate nature’s beauty. Research shows that spending time in nature benefits both mental and physical health. For this reason, Fjällräven places great emphasis on using high-quality materials and ensuring the durability and functionality of their products. Moreover, they even offer repair services for outdoor equipment in Budapest.
Harald Heim, the Operations Manager of Fenix Outdoor Emerging Markets, expressed pride in the brand’s 14 years in Hungary and shared their vision of building a community of nature enthusiasts through their products. Speaking at the opening event, Mr Heim added that they aim to encourage more people to go hiking and explore the natural world around them.
Contrary to the trend seen in other clothing chains, Fjällräven’s customers still prefer physical stores. In 2023, Fenix Outdoor’s online sales accounted for “only” 19.9%, demonstrating that a strong offline presence is essential to their strategy in Hungary.
The Fjällräven group was rebranded as Fenix Outdoor in 2001 while retaining its distinct brand identity.
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