Fjällräven is purchasing sustainability. Thomas Gröger, participant of the executive board as well as Country Manager for Germany, talks about sustainability, urban outside, and also what he thinks of an ever-faster speed.
The Greenland collection by Fjällräven is commemorating its 50th birthday in 2018. For its wedding anniversary, it’s beginning the marketplace in the dynamic colors of your homes of Greenland for the first time. The Greenland collection by Fjällräven is commemorating its 50th birthday in 2018. For its anniversary, it’s beginning the market in the vivid shades of your houses of Greenland for the first time. They’ve long since had their own down growing, lamb farming is being established, and also they’ve been PFC-free for a long time now.
Fjällräven concentrates on timeless, resilient items, as well as has thus developed classics that are well gotten even beyond the outside globe. Developments have to be timeless For us, innovations have to always additionally be resilient as well as timeless; we’re not curious about temporary patterns. For us, delighting in the outdoors and being in touch with nature have priority. Those are extremely essential points for us. Consumers and also sellers appreciate this strategy. What are the fads in the outside field right now? For me, there’s one major pattern subject most importantly: sustainability in outside sports. We’ve already carried out a lot in the past couple of years to improve, as well as have actually additionally received numerous awards for doing so. Micro-traveling as a new trend All of our brand-new G-1000 products are constructed from G-1000 Eco, which is made from organic cotton and also recycled polyester– we have actually additionally been totally PFC-free for many years. Another trend I’ve found out about is the subject of micro-traveling. The stressed out office worker intends to take a brief, spontaneous trip into the outdoors after work or on the weekend– with no significant preparation in any way. However that doesn’t seem brand-new at all to a Swedish business, because the Swedes have actually been doing it in this way all along.
Greenland collection celebrates wedding anniversary The next round of orders is turning up quickly: What subjects are you focusing on? Our highlight for next summertime is the Greenland collection. It’s been remodelled and also reissued with brand-new colors and also details for its 50-year anniversary. The Greenland collection is our very first garments collection ever before, and has actually belonged to the program continuously given that its premiere half a century back. It’s been continuously even more developed, with only the details transformed. Today we still use our G-1000 product, that is, a blend of cotton as well as polyester that is water-repellent through a wax film. Nothing concerning that has actually essentially transformed. Today we also only use natural cotton and also recycled polyester, and take care of without PFCs as ever before. One product remains offered approximately 14 periods Is that additionally a sort of sustainability, the truth that you’re not driven by trends? I rejoice you brought that up. One of our products will certainly stay offered an average of 14 seasons. Our earliest coat is 50 years old as well as still remains to be used. We make classic products that stay on the market for a very long time.
For us, that’s additionally a part of sustainability. We have 2 periods and also no collections in between, unlike numerous competitors, as well as never like style, where you launch new collections every number of weeks. If you maintain at that price, you’ll become short-lived. After that the old things isn’t worth anything anymore. An item purchased in April would already be outdated in May. We don’t desire that. It’s better for specialty retail, as well as specifically for small sellers that just stock up on their sizes and don’t have to reduce. Situation? Fjällräven has “grown quite possibly annually” The outdoor market finds itself in the middle of a dilemma, as has actually been the story the past few years. Exactly how do you see it? It never ever actually influenced us, we have actually expanded very well yearly. Lots of merchants opened a lot more shops during the boom years– that mores than now, as well as now transpires the torpidity. In my point of view we’ve plateaued at an excellent degree, and also the subject of outside is much more sought after than ever before. Or a specialty sporting activities retailer all of a sudden wishes to come to be an outside seller and acquisitions much more with us. Initially we’re pleased, yet it’s also an issue of commercial ability. We will not fit in every shop.
Nonetheless, we are additionally observing the issue in a differentiated method. Lots of a merchant may see it that two brands aren’t doing so well anymore, yet Fjällräven is, so they purchase two times as much Fjällräven without knowing whether their customer base will certainly permit it. Germany the largest market for Fjällräven Which countries are the greatest? From a worldwide viewpoint Germany is the strongest market, followed by the United States, Sweden as well as Scandinavia, as well as China. As well as why specifically Germany is so strong? Numerous Germans like Scandinavian brands as well as have a very favorable attitude towards Scandinavia. Of course, specialized retails and customers also value our proficiency, with trousers for instance. We have 150 various styles– practically like a pants manufacturer– and also offer them in different sizes, and so on. We have actually simply opened up a pants save as a shop-in-shop with World traveler, and there can reveal our entire range. We have over 80 shop-in-shops with our retail partners in overall. That can conveniently end up being a lot more, but what additionally applies right here: we aren’t revenue-driven. It constantly has to fit.