Fjällräven: Scaling digital with Intention & customer-centric ecommerce
Podcast
All
Amanda Carroo
Global Director of Digital (Americas)
In this episode we talked about:
- How Fjällräven brings its sustainability mission to life through digital channels
- Why platform evolution starts with team alignment and cross-functional strategy
- How CRM upgrades and loyalty programs support personalization at scale
- What white-glove ecommerce looks like for a heritage outdoor brand
- How ecommerce plays a key role in advancing circularity and long-term value
Episode highlights:
[03:10] Translating brand values into digital product storytelling
[06:00] Regional differences across North America (U.S. vs. Canada)
[08:14] Building toward omnichannel excellence with white-glove focus
[10:00] The "Sweden’s Best Kept Secret" campaign: Branding with authenticity
[14:41] Circularity in practice: Repairability, preloved, and lifetime value
[16:29] Future forecast: Why one-size-fits-all ecommerce is fading
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