The Arctic Fox arrives in The Steel City

Leading Swedish outdoor clothing and equipment brand, Fjällräven, will strengthen its UK presence this spring as it opens a new, dedicated brand store in Sheffield city centre.

Located on Charles Street, Fjällräven’s third brand store in the country will open to the public on 22 March as part of Heart of the City – the flagship city centre development scheme led by Sheffield City Council and their Strategic Development Partner, Queensberry.

This new shop will be opened in collaboration with the brand’s long-term partner, The Sporting Lodge. With extensive retail expertise, the team at The Sporting Lodge not only runs its own impressive retail operations, but also successfully launched the UK’s first Fjällräven brand store in Manchester back in 2017.

Following over a decade of impressive growth in the UK, Fjällräven’s unique combination of unrelenting product functionality and timeless, Scandinavian design has proved popular with both outdoor and lifestyle consumers alike. As demand for its products from consumer groups continues to increase, the team is confident that this addition to Fjällräven’s nationwide network of premium retailers will offer a significant boost to overall brand awareness. Located close to the outdoor hot-spot of the Peak District, yet enjoying a dynamic, urban setting, this new location in Sheffield is set to be the perfect spot to offer all types of brand aficionados the chance to explore the a wider product offering, receive specialist guidance and enjoy an immersive Fjällräven experience. 

Paul Griffiths, UK Country Manager at Fjällräven, commented:

"We are delighted to be opening our third Fjällräven brand store in the UK and are confident that this new store located in Sheffield’s vibrant city centre will play an important role in our ongoing work to increase nationwide brand presence and grow demand for our timeless, durable products. We are delighted to be partnered with the expert team at The Sporting Lodge which has already successfully operated the Manchester brand store for more than six years."

Cllr Ben Miskell, Chair of the Transport, Regeneration and Climate Committee, said:

"I’m absolutely delighted to welcome Fjällräven to Sheffield city centre and our multi-million-pound Heart of the City development. We had always planned to give shoppers in the city a unique experience, offering brands you wouldn’t be able to get elsewhere, and this latest addition is the perfect example of that. 

The new Sheffield Fjällräven store has been designed and project managed by highly experienced and respected space design expert Kevin Gill, and his team at One Fine Day Design in collaboration with Fjällräven International and work has been carried out by retail fit out specialists, Woottons Limited.

Fjällräven’s Sheffield store will open on Charles Street on 22 March. For more information about the brand or to view its full network of UK retailers, visit www.fjallraven.com.