Fjällräven, the Swedish outdoor brand, has opened its first flagship store in Shanghai’s Kerry Parkside Mall, showcasing a larger space and a focus on outdoor apparel alongside its iconic Kånken backpacks. This marks a significant effort to expand its presence in China, following recent store openings in cities like Xinjiang and Xi’an. The brand, operating in China since 2008 through a joint venture, aims to revitalize its image and marketing, following challenges from limited promotion and the pandemic. As the outdoor market in China grows, Fjällräven faces intense competition and will need to refine its positioning to succeed.