Fjällräven is opening its first concept store in Norway, after securing what is being touted as Scandinavia's best shopping location. The 310-square-meter store will be situated on Karl Johans Gate in Oslo, Norway's most famous shopping street, in close proximity to the concept stores of Haglöfs, Norrøna and Helly Hansen. The store should open next May. It will be operated by a newly created subsidiary of Fjällräven's parent company, Fenix Retail Monobrand. The Norwegian store will be Fjällräven's fourth flagship store worldwide next to others already in New York, Amsterdam and Copenhagen.