Customer Spotlight: Fjällräven

At a glance:

• Apparel
• B2C/B2B
• Enterprise
• Örnsköldsvik, Sweden

Overview

Fjällräven, a globally recognized outdoor brand and part of Fenix Outdoor, is known for its iconic Kånken backpack and a wide range of outdoor gear. With a product catalog that spans thousands of SKUs across multiple markets, Fjällräven faces the ongoing challenge of maintaining accurate, localized, and up-to-date product information across all channels. To meet this challenge, Fjällräven relies on Inriver’s Product Information Management (PIM) system.

The Challenge

Managing product information at Fjällräven is complex due to:

• A vast and diverse product range (e.g., Kånken in many colors and sizes).
• The need to localize content for different markets.
• Distribution across both B2B and B2C channels.
• Integration with multiple systems (CMS, ERP, DAM) without full synchronization.

“Accurate product data is critical. Inaccuracies can lead to lost sales, especially when customers make split-second decisions online. Ensuring consistency and quality across platforms was a growing concern.”

Jenne Maes

Global PIM Manager at Fjällräven

The Solution

Fjällräven implemented Inriver PIM to streamline and centralize product information management. Key features and integrations include:

• User-Friendly Interface: The card view and filtering capabilities allow teams to easily enrich and manage data across more than 2,000 products.
• Localization Workflow: Integration with TransPerfect and GlobalLink enables machine translation followed by human validation and market-specific final checks.
• System Integration: Inriver connects with Bynder (DAM), Occtoo, CMS, and ERP systems, ensuring seamless data flow to websites and other platforms.
• Two-Way DAM Integration: Enables data to flow both to and from the DAM system, enhancing content accuracy and efficiency.
• Scalability Across Brands: Even smaller brands within Fenix Outdoor benefit from the PIM system, proving its value regardless of catalog size.

The Results

• Improved Efficiency: Product data requests, such as retrieving all trousers for a season, can be fulfilled in just a few clicks.
• Enhanced Accuracy: Centralized control and validation processes ensure product information is always up-to-date and reliable.
• Better Customer Experience: Accurate, localized content helps retain customers and drive sales.
• Future Potential: Fjällräven is exploring Inriver’s syndication capabilities to further streamline data flows between disconnected systems like PLM and PIM.

Inriver and Fjällräven

Fjällräven’s partnership with Inriver has transformed how the brand manages and distributes product information. From simplifying internal workflows to enhancing the customer experience, Inriver’s PIM system has become a cornerstone of Fjällräven’s digital strategy—empowering the brand to scale, adapt, and thrive in a competitive global market.