Fjallraven Optimizely


Fjällräven Canada Implemented in Record Time

Combining an eCommerce ecosystem with the Fenix Way, AIOPSGROUP™ helps Fjällräven climb ahead of the competition

About Fjällräven

Hailing from the small town of Örnsköldsvik in Sweden, a place where mountains and forest meet the sea, Fjällräven is an outdoor clothing and equipment company that’s committed to making nature more accessible. In true Swedish style, they focus on simplicity and practicality and have the utmost respect for the environment. Since 2014, Fjällräven has been a subsidiary of Fenix Outdoor International AG which is listed on the Stockholm Stock Exchange. Fjällräven means “The Arctic Fox” in Swedish and their products can be identified by their Arctic Fox logo, often found on the left sleeve of their tops and outerwear. The Fjällräven Kånken backpack is Fjällräven’s best-selling product. It was originally developed as a reaction to the increasing number of reports that Swedish school children were developing back problems from their more traditional bags. The lightweight and rectangular yet spacious backpack, which was released in 1978, was Fjällräven’s attempt to solve this problem. It is now sold worldwide in record numbers. Currently, Fjällräven operates multi-country EU and Northern America online sites supported by the Episerver platform.

The Brief

Fenix Outdoor was on a mission to transform their brands’ eCommerce websites by upgrading to a framework that could launch multiple brands operating on the same codebase, Optimizely (EPiServer). They chose Fjällräven as the first website to build a framework on and to scale out to the other brands. After a number of EU and USA implementations with existing system partners, the Fjällräven team reached out to AIOPSGROUP™ to migrate the Canadian store on Optimizely (EPiServer) and deliver major rework on taxation and shipment implementations.

“Time and again, AIOPSGROUP™ has demonstrated a commitment across their entire business to our goals, plans, and actions, working flexibly and in tune with the Fjällräven team and have been a critical partner for enabling our growth.”

― Christian Bader,

CIO Fenix Outdoor International

The Solution

AIOPSGROUP™ took time to understand the company’s requirements to include “side-by-side” or shared-code development with the existing systems integrator in place. In support of Fjällräven global aspirations, AIOPSGROUP™ ensured that the functionality and design of the platform are consistent regardless of the territory the customer is in, in this case, Canada, while providing localized messaging and payment options to ensure that customer expectations are met. The implementation facilitated significant modification of the taxation and shipment features to enable the localized function and delivery.

The Results

AIOPSGROUP™ helped Fjällräven deliver Fjällräven Canada in 10 weeks. We delivered commerce implementation working in a shared code environment with 3rd parties, with immense quality and a record speed. The implementation delivered:

  • Multi-language capabilities
  • Specific defined products
  • Shipping providers
  • Tax rules