Swedish outdoor label Fjällräven to open Mall of America store this spring


Hot on the heels of L.L. Bean, another outdoor retailer is moving into the Mall of America – one with its roots in Scandinavia.

Swedish outdoor clothing label Fjällräven (pronounced like this) has revealed plans to open this spring on the first floor of the mall's south wing, according to the Business Journal.

Known for its stylish outdoor backpacks, jackets and accessories for men and women of all ages, the Bloomington store will become only the ninth one the label has opened in the United States.

"With decades of experience designing functional gear and cold weather apparel, we are a great match for the people of Minnesota and the Midwest," Nathan Dopp, vice president of sales, said in a news release.

The Star Tribune notes that Fjällräven gear is only currently available in a handful of stores in Minnesota, including Askov Findlayson and the Swedish Institute in Minneapolis, and Brightwater in Excelsior.

The newspaper notes that its goods can be pricey, but are also built to last, with Dopp saying its lines are "so durable that it can be handed down."

Twin Cities retail expert and style blogger Ali Kaplan said shoppers might best recognize Fjällräven by its "colorful, lightweight daypacks," which she calls "the epitome of Scandinavian style and functionality."

Fjällräven will be hoping for a similar reaction from shoppers that L.L. Bean got in November, with customers lining up overnight to be the first in the doors.

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