Fjällräven opened its first Minnesota store at Mall of America a day ahead of schedule on Friday, and then made more news: the Swedish brand just signed a lease for a second Twin Cities store, on Grand Avenue in St. Paul, near The North Face. It will open by fall.
Fjällräven is best known for its Kånken backpack, made of a durable lightweight vinyl and available in a rainbow of colors and several sizes. But the company actually sells more men’s pants than packs. Fjällräven’s apparel and outerwear are made for adventure, with a durable, water-resistant, breathable fabric called G-1000. The company sells its own Greenland Wax, and suggests coating most items for increased durability. The women’s assortment is tiny compared to men’s, but I’m told it will expand this fall.
The new boutique-sized store is located on the popular first floor, south side of MOA—a space that was previously occupied by hot, then not brands Ed Hardy, followed by G-Star. This timeless and practical Scandinavian outdoors retailer seems well-equipped to outlast them.
Grand opening festivities on Saturday, June 20 begin with a free Kånken backpack and $50 gift card for the first 50 shoppers. The giveaways will be followed by complimentary Swedish pancakes and coffee from 10:15 to 11:30 a.m., Midsommar flower crown making (12 to 1 p.m.), a meet-up with the editors of Gear Junkie, afternoon pastries and chocolates (3:30 to 4:30 p.m.). Capping off the night is “stories around the campfire” with photographer Joel Bear and Kate Arends of Wit & Delight.
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