Fjällräven announces the appointment of Steve Stout as the brand’s vice president of retail in North America. Since 1960, the Swedish outfitter has designed high quality apparel, outerwear, packs and gear for outdoor adventures. The brand created this new position to support its rapidly growing proprietary retail base throughout the United States and Canada.
In his new role, Stout will manage the on-going development of
Fjällräven stores in the region, as well as operating procedures and
in-store programming at the brand’s 11 existing locations. Stout will
report to John Walbrecht, president of Fenix Outdoor North America,
Fjällräven’s parent company.
“Steve has strong experience overseeing high volume retail operations
in a fast, ever changing and competitive market, ” said John Walbrecht,
president of Fjällräven North America. “In addition to this expertise,
Steve fits our energy, team and brand, brining even more passion and
attitude to our retail stores.”
Stout has over a decade of experience managing all facets of retail
operations. In his most recent position, he worked for iconic surf brand
Rip Curl as the general manager of retail operations in North America
where he served as the lead project manager for all retail developments
and for operations within 20 flagship and five outlet store locations.
Stout also brings experience as a past product manager at Rip Curl
overseeing the watch, bag and footwear categories.
Additionally, he held
a general manager position at Rip Curl’s highest volume flagship store
in Santa Monica, CA. Prior to his storied path at Rip Curl, Stout spent
five years as the vice president of West Coast operations for
internationally distributed outdoor sportswear brand Dakota Grizzly.
“I am excited to join the Fjällräven team and look forward to
bringing my past experience to help support the amazing growth the brand
is currently experiencing in North America,” said Stout. “Through
recent years, I have admired Fjällräven’s vision, company culture and
history of making great products that embrace a commitment to
sustainability. It is clear to me that the brand is headed in the right
direction and this is a great opportunity to play a key role in the
continued success of the brand in the U.S. and Canada.”
A Southern California native, Stout earned a degree in business
administration from the University of California. Stout is a longtime
part of the outdoor and action sport communities and in his free time
enjoys traveling, surfing, snowboarding, backpacking, fishing and
playing guitar. As he begins his new role, Stout and his wife will
re-locate to Fjällräven’s headquarters in Boulder, CO.
In 1960, Åke Nordin founded Fjällräven in his basement in the Swedish
town of Örnsköldsvik. Since then, Fjällräven has made a commitment to
high quality and high end design, while staying true to our mission of
developing timeless, functional and durable outdoor equipment, acting
responsible towards people, animals and nature and inspiring people to
get outside. Today, the company has presence in over 30 countries
For more information, please visit www.fjallraven.us.