Our brands

The brand division within Fenix Outdoor consists of Fjällräven, Hanwag, Royal Robbins, and Tierra.  Through these brands, we operate globally through brand stores and retailers.

Fjällräven is a Swedish outdoor brand that has been creating high-quality, durable and functional outdoor clothing and equipment since 1960. The brand name, which means “Arctic Fox” in Swedish, is a symbol of the commitment to the natural world and the outdoor lifestyle.

Fjällräven was founded by Åke Nordin in his garage right outside the Swedish town Örnskoldsvik. Åke was naturally drawn to the great outdoors and the company was founded based on specific needs that Åke identified on his many trips to the Swedish wilderness. The first product Åke designed was the wood-framed backpack, that allowed him to carry much more on his back without sacrificing comfort.

Fjällräven’s products are designed to withstand the rugged conditions of the great outdoors and are made using only the highest quality materials. From the classic Kånken backpacks made in v-Nylon F to the durable G-1000® fabric used in most of the apparel.

One of the core values is sustainability. Fjällräven is continuously working to reduce the environmental impact by using sustainable materials, recycling, and reducing emissions. Product longevity is one of the strongest and most impactful instruments when it comes to sustainability work. Thus, the products are timeless and durable by design. Furthermore, they are developed to be repairable, and all users are encouraged to take care of their gear to prolong the product life.







From 1921 to this day, Hanwag has been making functional mountain and trekking footwear. The company stands for traditional handcrafted workmanship combined with technical innovation, quality and a unique fit. These are values and qualities that have set them apart for 100 years. And they continue to guide them to this day.

Why does Hanwag footwear fit so well? Because they have been making all of their models over special lasts for years. And each of these lasts is specifically designed for a particular category and area of use. Hanwag is convinced that wearers will only really appreciate the quality of their footwear if it fits perfectly.

Hanwag’s footwear is built using high-quality, long-lasting materials and expert manufacturing. They make all their footwear in Europe and virtually all their suppliers are based here too. The brand sees producing in Europe as the best way to produce in a sustainable manner by guaranteeing shorter transport routes and ensure the highest quality standards by maintaining close, long-standing relationships with their partners.

As shoemakers, they’re passionate about crafting the best footwear possible. They help people to navigate their own path – step by step.

Hanwag has been a part of Fenix Outdoor since 2004.






Royal Robbins designs versatile clothing for however you experience the outdoors.

The company was founded in 1968 by iconic climbers Liz and Royal Robbins. They met in Yosemite’s Camp 4, led the “clean climbing” movement, and shared a lifelong pursuit of adventure and deep respect for the natural world. The brand’s goal has always been to create functional, durable, and stylish products with minimal impact on the planet.

Royal Robbins’s clothing is mindfully built, with a commitment to sourcing lower-impact materials, providing all-day comfort, and stylish looks inspired by Northern California.

Royal Robbins has been a part of Fenix Outdoor since 2018.




Tierra draws on more than 40 years of experience when it comes to developing apparel designed to keep users warm and comfortable while experiencing the outdoors regardless of the conditions.

Tierra’s mission is to develop technical outdoor wear with a long life span by sourcing the best materials and solutions, providing a sustainable path forward for both brand and end user.

The company was founded 1983 and was an early adopter of technical fabrics. The brand really came into its own when it was asked to supply the first all Swedish Mount Everest Expedition with clothing despite having no experience in developing clothing for high altitude summit expeditions. The project was a great success and Tierra has continued to supply clothing for countless expeditions, adventures and professional outdoor users ever since.

Innovation, an urge to constantly improve, and a mindset that nothing is impossible has since become a part of the Tierra brand DNA.

Tierra has been a part of Fenix Outdoor since 2001.