2000–2009 Strong ideas

2001 – Stores acquired

Fjällräven acquires the Swedish retail chains Friluftsbolaget, Naturkompaniet and the Norwegian Høyfjellutstyr and gains a direct channel to users across the whole of Scandinavia. One year later, the group name is changed to Fenix Outdoor; Fjällräven will belong to the ‘brands’ business area, together with the brands Tierra, Primus and Hanwag.

2005 – Fjällräven Classic

The Fjällräven Classic is held for the first time and is a success. The 110 km long annual trekking event goes along Kungsleden in Lapland, from Nikkaluokta Sami village to Abisko tourist station.

2005 – Honour for Åke Nordin

1,300 of Sweden’s most experienced entrepreneurs name Åke Nordin as one of their most successful role models in Sweden. The honour is awarded by Founders Alliance in Stockholm City Hall.

2008 – PAK 5

The launch of PAK 5, a complete set for mountain trekking, which weighs in at under five kilos in total. PAK 5 subsequently receives an award as Scandinavia’s best outdoor product.

2006 – Expedition Down is designated a work of art

Svea Court of Appeal determines that Fjällräven Expedition Down – in the same way as a pop song, book or work of art – is protected in accordance with the Swedish Act on Copyright in Literary and Artistic Works. The court decision protects the classic down jacket from intentional copying under law.

2008 – Kånken is climate compensated

Kånken becomes the world’s first climate-compensated backpack, after Fjällräven carries out a life-cycle analysis for the classic model.

The compensation is done via supporting renewable energy projects observed by the UN and certified in accordance with Gold Standard, an independent quality label supported by Greenpeace and WWF among other organisations.

2008 – Kajka

A new trekking backpack is launched, and becomes a favourite with the trekking community worldwide.

Kajka later receives many distinguished prizes for its function and wear comfort, including the 2009 award for ‘Årets friluftsprodukt’  (Outdoor product of the year) from the Swedish Utemagasinetmagazine, with the Finnish publication Retki adding its praise in 2011, when Kajka is judged ‘Best in test’.

• Read more: Fjällräven in the 2010s