Fjällräven

Fjällräven is a Swedish outdoor brand which has crafted durable and timeless equipment and apparel for 60 years. 

Milk was engaged by Fjällräven to help curate a successful grand opening of the new Canadian flagship and its first Toronto brand centre, following several successful launches in other Canadian markets including Vancouver, Victoria and Montreal. We developed an integrated community and media outreach strategy to drive pre-opening excitement around the store with a limited-edition cinnamon bun collaboration with Rosen's Buns, a online giveaway with Blog T, 1:1 media previews and a VIP Grand Opening event in the first weeks of the store opening. 


As a result of our efforts, Fjällräven earned more than 8 million impressions across online and social media posts with coverage in Retail Insider, Blog TO, Daily Hive, Toronto Life and Title Magazine.

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