CO: Swedish Apparel Firm to Open 'Brand Center' in Downtown Denver
11 Feb, 2020
Fjällräven, the Swedish heritage outerwear brand since 1960, will celebrate the grand opening of a new 6,000-square-foot brand center in downtown Denver, CO, this summer.
Located on the corner of Platte and 15th Street in the LoHi neighborhood near REI and Wilderness Exchange, the center will offer consumers a community-focused experience with sustainable technical gear and lifestyle apparel, an in-store tailoring and repair shop and outdoor expertise from local Fjällräven guides. The retail space will adjoin Royal Robbin’s new store also set to open Summer 2020. Both brands are owned by Fenix Outdoors.
“Denver is one of the fastest-growing urban destinations in the United States and a gateway to the countless nature adventures Colorado has to offer,” said Steve Stout, VP, Retail, Fjällräven. “The Colorado hub is why we planted our North American offices just north in Louisville, CO and why we chose the Rocky Mountains to host the Fjällräven Classic USA. It was the natural next step to open a retail presence in Denver once we found the right location next to REI in the LoHi neighborhood.”
For the brand center concept and build-out, Fjällräven partnered with Tres Birds Workshop, a local architectural firm known for creating sustainable community design. The store-front features south- and west-facing windows that will reduce artificial light by up to 75 percent during the day. Beetle kill pine wood, a carbon-positive wood sourced regionally from the Rocky Mountains that also mitigates forest fires with its removal, is used throughout the store.
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