# Curated Outdoor Brand Stores Fjällräven Opens Two New Fjällräven Brand Store in Boston By Adam Harrie | Written with AI assistance | Published 2026-09-22 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/curated-outdoor-brand-stores References: [modernretail.co](https://www.modernretail.co/operations/brands-briefing-fjallraven-is-going-beyond-kanken-backpacks-as-it-builds-stores-in-north-america)  Fjällräven is expanding its North American footprint with two Boston locations opening in September, including a standard Fjällräven brand store at 165 Newbury Street and a first-ever Fjällräven + Co. concept at 304 Newbury Street, which brings sibling brands together under one roof. The stores are arranged to showcase more than just the [Kånken backpack](https://www.trendhunter.com/trends/fjallraven-kanken-koncept), placing the Kånken up front as a teaser and a Kånken wall toward the back so shoppers pass [outerwear, trousers, and other gear](https://www.trendhunter.com/trends/fjallraven-and-goretex) first. Floor layouts are designed to [feel like a nature trail](https://www.trendhunter.com/trends/naturefirst-store-concept) rather than straight aisles, and the Fjällräven + Co. location will also carry third-party items such as hydration gear. For shoppers, this means easier discovery of technical and lifestyle pieces from multiple outdoor brands in a single visit, and the chance to see Fjällräven’s full range beyond its iconic backpack. Stores already account for roughly 24–30% of North American revenue, so the openings aim to broaden customer exposure and drive sales. Image Credit: Fjallraven ## Trend Insights (Trend Hunter) - Score: 9.4/10 - Popularity: 93% | Activity: 96% | Freshness: 92% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### Why This Trend Is Growing - **Curated Outdoor Retail:** Outdoor brands are reshaping stores into discovery-led environments where flagship products introduce shoppers to broader technical and lifestyle assortments. - **Multi-brand Concept Stores:** Shared retail spaces featuring sibling and third-party brands create new value by simplifying comparison, bundling gear needs, and extending customer dwell time. - **Experience-led Store Layouts:** Trail-inspired merchandising and non-linear floor plans turn product browsing into an immersive brand experience that differentiates physical retail from ecommerce. ### Industries Being Reshaped - **Outdoor Apparel:** Technical clothing brands gain fresh growth potential from retail formats that expose shoppers to full apparel ranges beyond iconic entry-point products. - **Sporting Goods Retail:** Specialty retailers can benefit from curated assortments that combine apparel, accessories, and hydration products into convenient one-stop outdoor shopping destinations. - **Experiential Retail:** Physical store operators are finding new relevance through immersive layouts and storytelling-driven merchandising that make in-person shopping more memorable. ## Related on Trend Hunter - [Immersive Cashmere-Forward Fashion Stores](https://www.trendhunter.com/trends/falconeri.md) - [Athletic Brand Flagship Stores](https://www.trendhunter.com/trends/gymshark-2.md) - [Women-First Outdoorwear](https://www.trendhunter.com/trends/halfdays.md) - [Refined Outdoor Retail Concepts](https://www.trendhunter.com/trends/The-Well.md) - [Canadian Outerwear Mall Debuts](https://www.trendhunter.com/trends/moose-knuckles-1.md) - [Modern Outdoor Retail Stores](https://www.trendhunter.com/trends/rc-outdoor-supply-los-angeles.md) - [Measured Retail Expansions](https://www.trendhunter.com/trends/splash-experience.md) - [Permanent Urban Showroom Locations](https://www.trendhunter.com/trends/First-Permanent-US-Flagship.md) - [Coastal-Inspired Streetwear Stores](https://www.trendhunter.com/trends/vancouver-store.md)