Martin Axelhed, CEO Fjällräven International since 2005
When our founder, Åke Nordin, asked me if I was willing to take over as CEO of the company that he had built with his own two hands over a period of more than 40 years, it was no small thing.
I had worked at Fjällräven for seven years at the time – first in the store at Kungsgatan in Stockholm, selling gear over the counter, then as travelling salesman responsible for Sweden’s most northern districts.
Åke and I had travelled together, lived together, discussed business decisions, sales and product strategies and developed a close relationship. At the time I did not realise that he was planning ahead. He posed the question one evening in a hut we were sharing on the trail between Signaldalen (Norway) and Jukkasjärvi (Sweden). I said yes without hesitation. And I promised him that I would do my utmost to uphold the high standards and strong values that his company had come to stand for. There and then I knew it was a lifetime commitment.
“I promised Åke that I would do my utmost to uphold the high standards and strong values that his company had come to stand for.”
The long term perspective
Today, 20 years into it, I am proud to be part of a company and a brand where the long-term perspective is the main perspective – in all our interactions and operations. The fact that we develop and produce outdoor equipment built to last for decades of use, to be re-sold on the secondhand market or passed on to the next generation, makes perfect sense to me. It makes sense to our users too. And it definitely makes sense for the environment.
This spring and summer season, we will continue to promote our long-term perspective. It is a unique approach in a fast-paced consumption-focused society, where we’re asking customers to buy with care instead of often. To choose quality over quantity. And to use longer. It is an opportunity for us to show that Fjällräven products are committed too. Through durability, functionality and timeless design, they are in it not only for a weekend trip or a season of outdoor activities, but a lifetime of wear..
