The Swedish Jacket Brand Didriksons Continues to Invest Heavily in Europe

The Swedish jacket brand Didriksons continues to perform well in Europe, especially in Germany, which is now the company's largest market. In order to get closer to European customers and offer more efficient deliveries to end consumers, Didriksons now has a warehouse partner in Germany. An automated warehouse center that specializes in fast deliveries for both platform and e-commerce, which is becoming increasingly important for Didriksons and their continued digital expansion. Didriksons’ e-commerce is currently available in 20 markets where Denmark, which opened in August, is the latest addition.

Didriksons also continues to strengthen its brand recognition through expansion via physical retail in its own stores, pop-up stores and shop-in-shops around Europe. For the second year in a row, the brand returns with a pop-up in the Marais area of Paris, and they set up retail spaces of major players in the outdoor segment, including the Norwegian Sportsmagasinet in Oslo and the renowned Alewalds on Kungsgatan in Stockholm.

- The physical presence and customer experience are more important than ever, says Fredrik Kron, Head of Retail at Didriksons. Therefore, we have also invested in a completely new retail concept to enhance the experience in our outlet stores. At the beginning of October, we opened the doors to our first ever physical store on the Norwegian market, which was a successful opening in Norway's largest outlet center, Oslo Fashion Outlet.

Earlier this summer, they also reopened the store at Hede Fashion Outlet in Gothenburg, which was renovated with the new concept, and in 2023 they will continue with the concept at Stockholm Quality Outlet.