Fjällräven Launches New Website with New Ecommerce Platform

By launching their new website, the Sweden-based retailer is able to better serve their customer base and launch multiple brands and websites from a single user interface.


Fjällräven, a brand of Fenix Outdoor International and retailer of functional and durable outdoor gear, partnered with Luminos Labs to launch a new digital commerce experience on Episerver. Their new solution allows Fenix and their brands to launch multiple brands and websites from a single user interface and deliver an enhanced digital experience to its shoppers.

Fjällräven, Swedish for “The Arctic fox”, is a Swedish company specializing in outdoor equipment—mostly clothing and rucksacks. It was founded in 1960 and went public in 1983 with a OTC listing in Stockholm. As part of this initiative, Fjallraven was the first brand launched as part of Fenix’s multi-brand website launch strategy. The group also includes the Tierra, Primus, Hanwag, Brunton and Royal Robbins brands, all global players in developing and selling clothing and equipment for an active outdoor life.

“When Fenix Outdoors AG sought to bring their global business lines – both B2C and B2B channels – together in one digital commerce ecosystem, we knew the challenge would be great. We chose Episerver to be the backbone of our new digital experience, and together with our partner, Luminos Labs, we successfully launched the new Episerver’s flexibility to manage multiple brands, sites and catalogs across multiple geographies and languages in one seamless, marketer-friendly user interface was a great asset to us as we map out future experience releases in the coming months.”

Nadir Ali, Head of Digital, Fenix Outdoors AG

The new Episerver platform that was implemented for Fjällräven has a strong integration with inRiver as its Product Information Management (PIM) system connecting to their ERP. In addition, an Open-API architecture was created to support a wide array of potential integration needs, scalability, as well as the ability to launch B2B sites in future phases, on one platform that can support both B2B & B2C.

“With customers across the world, we knew that updating our digital presence with a platform for the future would secure our growth trajectory in the outdoor adventure market. With plans to further integrate our back-end with new ERP, PIM and other platforms, Episerver’s open-API architecture made it an easy decision to cement Episerver as the foundation for future digital success.”

Nadir Ali, Head of Digital, Fenix Outdoors AG

Technical Integrations

  • Adyen
  • Avalara Avatax
  • Cloudflare CDN
  • Episerver Find
  • Fast G8
  • FedEx
  • Fit Analytics
  • Google Tag Manager
  • Luminosity Reviews
  • Microsoft Dynamics Ax 12
  • Pixlee