P16-17 OUTDOOR FEB:SGBGolf_NEW_template 2/2/10 10:17 Page 16
SGB Fjällräven
Fjällräven
A well-known name in Europe, Fjällräven is the
latest addition to Rosker’s brand line-up. SGB
Outdoor caught up with Rosker MD Ralph White to
find out the whys and wherefores…
W
ith names like Primus and Hanwag ordering program. There’s not going to be a huge see what there is in the way of walking or hard-
in their stable among many others, warehouse holding thousands of items of stock. wearing trousers – there’s not a great deal. The
Rosker is firmly established in the What we will be doing, as every other distributor name that crops up again and again is
outdoor market. Now they’re taking on the does, is to forward sell stock that is then brought Craghoppers, who have done a phenomenal job
UK distribution for Fjällräven, and hoping in to reflect European demand. in creating a really big market share for
they can bring their magic touch to what is a We’re continuing to work with Geoff Walters themselves in walking trousers. Their focus is
really practical-looking line incorporating who has been Fjällräven’s sales agent for the last more on lightweight technical trousers; for
jackets, trousers, fleeces, backpacks and a lot five years. We’ve got the sales knowledge and country walking, through gorse, bracken and that
more. Ralph explains to SGB what they will experience with Geoff, so we know what has sold kind of thing, you might need something more
be focussing on for the first 12 months – and in the UK, and those are the ones we’ll be robust, which is where we think there’s a gap in
also on this spread, we present a range of concentrating on for that first year. We want to the market that Fjällräven will slot neatly into.
Fjällräven’s ‘staples’ so you can get a good get the brand logistics stable in the UK, first of all.
idea of what this trusted brand can add to We will be steering people’s interests and focus SGB: What makes the line stand out, do you
your shop… towards what we think will excite people; we think?
don’t want people to stick with what is safe and RW: If you’re a retailer and you got a Fjällräven
SGB: Rosker’s well known in the outdoor arena, secure, we want people to try new products. catalogue from, say, 2002, you won’t see much
with some very strong brands under your wing There’s a lot of good designers at Fjällräven, and change in the colours they’re using. For the
like Hanwag and Primus, not to mention the great product, so we want to take customers out retailer, that’s great. Say you’re moving from the
excellent Multimat. What is it about Fjällräven of their comfort zone to an extent. We want winter selling period into spring-summer, and
that you think is going to complement what you stockists to be empowered and to try two or you’ve got 15 per cent of the Fjällräven stock you
already have? three new items; if they’re only doing three at the haven’t sold. You could of course sell it off
Ralph White: There’s been a big change for moment, in 2010-2011 we want them to try cheaply and have an end-of-season sale, or you
Rosker, when in September the company merged another three on top of that. could put it in the stock room until the next
with Fenix Outdoor AB, a big Swedish company We’re not expecting this to be massive in the autumn winter period, knowing that the colour
which owns Primus, Hanwag and Fjällräven; UK, because most outdoor clothing is focussed and design won’t have changed and you can sell
we’re now part of the Swedish group that owns around layering. Fjällräven doesn’t embrace that it at full retail. The average margin on Fjällräven is
Fjällräven. principle; you have a jumper to keep you warm very, very good because there’s no need for
They’ve got to know us well as a company over and have a waterproof coat on top of that. We’re retailers to discount and clear the decks for the
the last 12 years working with them on the not looking to break into the technical market following season’s colours.
Primus brand; that relationship was further with this, customers who are looking for Gore-
strengthened when we took on Hanwag four Tex aren’t going to switch to Fjällräven, for
years ago. example; but they might buy a Fjällräven jacket as
Fenix is hoping that Rosker can bring to well, for lighter use at a lower level.
Fjällräven product
Fjällräven what we’ve done with Primus and
Hanwag. SGB: So are you focussing on any particular area
highlights:
of the line? Backpacks, fleeces…
SGB: Fjällräven’s line is pretty comprehensive – RW: We’re going to be concentrating on the Anniversary Kånken Daypack
are you doing everything, or being very selective? trousers, actually. There’s no doubt in my mind Over 3 million Fjällräven Kånken daypacks have
The jackets look particularly good… that Fjällräven trousers is the number one been sold since its release in 1978 and it remains
RW: We’re not taking everything – it’s a forward premium trouser brand in Europe. Look around to a popular classic today with approximately
16 SGB OUTDOOR FEBRUARY 2010
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48