Future Thinking
Branding & Marketing
Expert Ecosystem
Organizational Dev.
Creative Solution Dev.
Design System
Digital Strategy
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August 25, 2023
August 25, 2023
August 25, 2023
August 25, 2023

Empowering Fjällräven's Transformation Journey

Our collaboration

Our collaboration with Fjällräven has been a transformative partnership touching on multiple facets of organizational growth, brand enhancement and digitalization.

Fjällräven is a renowned outdoor brand that combines timeless Scandinavian design with exceptional functionality. With a rich heritage dating back to 1960, Fjällräven has become synonymous with durable, high-quality products that are built to withstand the rigors of outdoor exploration.

As a partner of Riverflex – Consulting done differently we delivered a broad range of transformation initiatives:

  • Organizational Development & Transformation: Co-created organizational development strategies with leadership and teams and created and filled selected innovative interim positions such as Brand Experience Director and Creative Content Director.
  • Brand Strategy & Planning: We helped to evolve the Brand Value Proposition, established a comprehensive global Brand Planning Framework integrating Marketing, Product, Sales/Retail/eCommerce, and local markets and helped to craft purpose-driven marketing strategies, rooted in a connected Brand Experience ecosystem and community-centric approaches.
  • Brand Experience & Marketing: We teamed up with the internal Creative team and created holistic brand experiences and seasonal campaigns (e.g., Fjällräven Polar, Fjällräven Classic, FW & SS 22/23/24), advanced the digital Brand Experience platform and executing brand events and activations.  
  • Digital Strategy: We orchestrated the digital ecosystem and customer journeys with a focus on conversion uplift and implemented a Digital Design System across all digital platforms (eCommerce, Brand Experience platform, Newsletter, Blog, Social).  
  • eCommerce: We redesigned the eCommerce platform, enhanced the UX and UI if key pages such as Check-out and Product Detail Pages, created a digital 'Trouser Guide’ and implemented Live Shopping for brand events.  

Throughout these projects, we've been dedicated partners in Fjällräven's journey, driving transformation, innovation, and brand growth.

Our work spans from organizational evolution to digitalization, ultimately empowering Fjällräven to thrive in today's dynamic business landscape.