https://mariannecaroline.com/tags/outdoor-industry/Recent content in Outdoor Industry on Marianne CarolineHugoen-usSat, 17 Oct 2026 03:12:01 +0000https://mariannecaroline.com/articles/fjallraven-germany-inside-the-brand-s-urban-shift/Sat, 17 Oct 2026 03:12:01 +0000https://mariannecaroline.com/articles/fjallraven-germany-inside-the-brand-s-urban-shift/<h2 id="a-brand-at-home-in-the-outdoors">A brand at home in the outdoors</h2> <p>Fjällräven&rsquo;s roots run deep in the Swedish wilderness, but the brand&rsquo;s gaze is increasingly turning towards the city. At the three-day Fjällräven Classic Germany trek in the Allgäu, which drew 325 participants from 34 nations, Dean Polic, managing director Germany, shared how the company is navigating a changing outdoor industry while staying true to its heritage.</p> <p>Polic, who has led the German market since 2019, brings a wealth of experience from the sporting goods sector. After studying sports science, he worked at Adidas before moving into marketing at Mammut, driven by his own passion for the outdoors. &ldquo;I went climbing and mountaineering with retailers and consumers,&rdquo; he recalls. &ldquo;That is still a major asset in my job today.&rdquo; Privately, he still spends much of his time outdoors with his family in the Allgäu.</p>