Open Air Launches Fjällräven ‘Shop-in-shop’ on Green Street.

Images by Angus Whitby

On the 5th of November, we were delighted to open the doors to our brand new Open Air store on Green Street stocking exclusively Fjällräven product, the largest range in East Anglia.

Open Air has carried the Swedish outdoor brand for much of its existence on Green Street with the colourful ‘Wall of Kånkens’ (Fjällräven’s iconic backpack) greeting customers as they enter the main store.

Eagle-eyed Fjällräven fans will note a few subtle details to the space, including fitting room curtains made from Fjällräven’s cornerstone G-1000 waxed poly / cotton fabric, as well as a Fjällräven waxing station (like that featured at our recent event with Don Gladstone as part of the 2019 Fjällräven Waxing Tour). This will be used for future demonstrations.

The shift to a dedicated site has allowed us to expand upon the existing product lines including more colours and styles of Kånken, winter parkas, as well as Fjällräven’s range of hard-wearing waxed G-1000 trousers and outerwear. Some of the more technical product families including Abisko and Keb will remain in Open Air’s main store, adjacent.

The night of the 4th saw us host a small opening to the press which was attended by local dignitaries, media representatives, influencers as well as friends and family. Below are a number of images captured from the event.

A big thank you to all the staff that made this happen as well as our loyal customers (and curious passers by!) for all their support!
The new store is open 7 days a week including Sundays. We welcome all to come in and take a look!

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