Fjällräven, the Swedish outdoor brand, continues to make rapid strides in the U.S. market, with multiple store openings and a thriving wholesale business. The brand's U.S. turnover is set to increase more than four-fold this year. Its wholesale account base has increased by 20 percent and it has already opened two stores so far this year, with four more to come before the end of the year and another five or six in the works for 2015. Fjällräven only acquired its own distribution in the U.S. in 2011 and currently has about 600 accounts in North America. It has turned into the largest market for the iconic Kånken backpack this year. The brand is supported by ample retail and marketing investments from its office in Boulder, Colorado. Apart from aggressive print advertising, Fjällräven will start advertising on national television this fall. It has also been very active in product placement, making its way into the closets of stars such as Jonah Hill and Jake Gyllenhaal. The U.S. subsidiary of the Fenix Outdoor group has been led for over two years by John Walbrecht, previously at Dr. Martens and Spyder, among others.

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