Fjällräven, the Swedish outdoor brand owned by Fenix Outdoor, has begun to roll out special presentation corners for its trousers. The new display units, which yielded whopping results at a try-out in Sweden last year, generated sales of more than €40,000 per square meter at Naturkompaniet, the outdoor chain belonging to the same group as Fjällräven, compared with €36,000 for boots and just over €22,500 for Gore Tex products.
Fjällräven sold about 250,000 trekking and travel pants in the higher price segments in 2006, retailing at more than €100, and the dedicated shop-in-shop unit is part of its plan to double that figure by 2010. Its multi-purpose trousers, fitted with zippers that can turn them into bermudas, have been in high demand. Fjällräven has received particularly abundant requests for its trousers unit in Germany but it will roll out the concept in only 60 stores next year.
The project will be handled in Germany by Alex Koska, who took over last month as general manager at Fjällräven Germany after the departure of its long-time general manager, Anne Stummer-Schwegmann. Koska switched from Salewa, where he held the same position, after several years at Gore-Tex and Schöffel, among other stations. Koska was succeeded at Salewa by Thomas Rosenkranz, former head of the alpine division at Fischer.
