Outdoor clothing and equipment brand poised to open its third UK store

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

Located on Charles Street, Fjällräven’s third brand store in the country will begin trading on 22 March as part of Heart of the City, a flagship city centre development scheme led by Sheffield City Council and its strategic development partner, Queensberry. 

This new shop will be opened in collaboration with the brand’s long-term partner, The Sporting Lodge.

The team at The Sporting Lodge not only runs its own retail operations, but also launched the UK’s first Fjällräven brand store in Manchester back in 2017.

Paul Griffiths, UK country manager at Fjällräven, said: “We are pleased to be opening our third Fjällräven brand store in the UK and are confident 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 happy 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.”

Councillor Ben Miskell, chair of the transport, regeneration and climate committee, said: “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.

“Sheffield really is a city on the up and Fjällräven opening their third ever store here highlights the fact that retailers are seeing how we are transforming Sheffield city centre and are wanting to be part of it.”

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