Ever since the company started in 1960, Fjällräven has been driven by the notion of offering timeless, functional and durable equipment for a variety of wonderful experiences in nature. Fjällräven is owned by Fenix Outdoor AB, a leading international Group of Outdoor companies that develops, manufactures, markets and sells high-quality gear for outdoor life and leisure through its own brands: Fjällräven, Tierra, Primus, Hanwag, Brunton, Naturkompaniet and Partioaitta. Recently Fjällräven launched its brand new website with the help of Vaimo.



  • Merchant:  Fjällräven
  • Industry: Apparel and Accessories
  • Base Engine: Variate
  • Markets Served: Global
  • Website: www.fjallraven.com
  • Project Plan: 22 Weeks
  • Project Budget: 1188 Hours
  • Number of Products: 400+

Yvonne Karolin, E-commerce Manager at Fenix Outdoor E-com AB:

“I am happy to say that considering all the challenges we were faced with during the project, we managed to stay within the scope and launch the new Fjällräven ecommerce site on time and on budget.”

The Challenge

Being a strong international outdoor company, it was crucial for Fenix Outdoor to choose an eCommerce platform, like Magento, that supports vast international rollout, multiple storefronts and that provides full ecommerce functionality in an easy setup. They wanted to sell their full assortment of the brands, provide 24/7 customer service and make sure that customers leave the website with memorable shopping experience.

The Solution

In order to stay on time and on budget with the first project, Vaimo helped Fenix Outdoor to launch a neat and simple website for Fjällräven. The new website supports multi-currency and has 7 localised sites for different countries. In phase 2, Vaimo will deliver more functions and extraordinary features to enhance the user experience on Fjällräven’s site.


  • Multi-Currency and Multisite
  • Rich Informative Content Pages
  • Rich Content Product Pages
  • Multi-Option Filtering Depending on Category
  • Store Locator Import Functionality
  • Responsive Checkout


Click here to experience Fjällräven’s new web site.


Download pdf of the story.

Interested in learning more? Contact us