Become a Member

Get access to more than 30 brands, premium video, exclusive content, events, mapping, and more.

Already have an account? Sign In

Become a Member

Get access to more than 30 brands, premium video, exclusive content, events, mapping, and more.

Already have an account? Sign In



Grassroots Outdoor Alliance welcomes Tecnica and Fjallraven to national vendor partner network

New vendor partners will enjoy their first event as members at Grassroots Connect (June 9-12, 2019) in Knoxville, Tennessee

Get access to everything we publish when you sign up for Outside+.

Grassroots Outdoor Alliance (, the national organization dedicated to the health and growth of specialty outdoor retail, this spring welcomes Tecnica and Fjallraven to their national vendor partner network.

The new vendor partners will enjoy their first event as members at Grassroots Connect (June 9-12, 2019) in Knoxville, Tennessee.

“The bond between Grassroots Outdoor Alliance retailers and member vendors often goes way beyond the usual buyer-seller relationship” said Rich Hill, Grassroots Outdoor Alliance president. “Grassroots vendor partners always have an elevated role within our retail community, and are really in the driver’s seat when it comes to communication, industry trends and breaking news.”

Tecnica ( is a world leader in developing technical, high-performance footwear and alpine boots. True to its Italian heritage, Tecnica’s alpine ski boots and outdoor footwear puts performance first, and are designed to maximize the experience for the outdoor enthusiast, whether skiing the steep and deep or exploring local mountains. Tecnica USA is headquartered in West Lebanon, N.H., with their parent company in Giavera del Montello, Italy.

“We are honored and humbled to join Grassroots Outdoor Alliance as a Vendor Partner. Our brand mission is to inspire an active outdoor life, which we are accomplishing by working with the best specialty outdoor retailers in the U.S.,” said Sam Cook, president of Tecnica USA. “We are excited to develop our partnership with Grassroots Outdoor Alliance, whose progressive retailers share our commitment to engage and inspire the consumer through expertise, service and an exceptional in-store experience. This partnership will also facilitate meaningful discussion and collaboration to ensure Tecnica remains a trusted, valued and relevant brand to our retail partners and the outdoor enthusiast.”

Fjällräven’s ( timeless, functional and durable outdoor equipment enjoys a global presence and can be found in over 30 countries. Their product range comprises outdoor clothing and accessories for men and women as well as backpacks, tents and sleeping bags. As a company, Fjällräven makes every effort to act responsibly towards people, wildlife and the environment and to encourage people to take an interest in outdoor life.

“Grassroots Connect is one of the most productive and well-organized shows we attend. We will always make this show a priority due to the efficacy of our time and investment,” said Nathan Dopp, global vice president of Fjallraven’s parent company Fenix Outdoor International AG. “We’re doubling down on our presence here and our support of this. I believe great outdoor brands need to be strongly partnered with specialty accounts to have durable, sustainable success. We’re trying to drill down and be much more specific, provide real value to our partners and grow business together in a sustainable way.”

ABOUT GRASSROOTS OUTDOOR ALLIANCE: Grassroots Outdoor Alliance is an active network of 70 independent retailers working together for the health and growth of specialty outdoor retail. With 132 storefronts across 37 states, Grassroots member retailers currently total approximately $325 million in annual sales. Through data collection and analysis, direct member support, specialty events and deep vendor partnerships, Grassroots Outdoor Alliance is creating both a vision and roadmap for the long-term success of independent specialty retail. Grassroots Outdoor Alliance is also recognized as a catalyst for the success of its retailers and vendor partners; an advocate for specialty independent retail; a promoter of education and community within the specialty channel; and a key influencer of the national outdoor industry. For more information on Grassroots Outdoor Alliance, please go to

ABOUT GRASSROOTS CONNECT: Efficient, affordable and effective for every attendee, Grassroots Outdoor Alliance Connect is the only national show designed specifically to improve retail buying results. Scheduled as early as possible in the buying cycle, the growing Grassroots Connect show is now in its 20th year, and attracts nearly 1,000 independent specialty retailers, vendor brands, media, and members of the outdoor industry community to each show. Connect provides a highly efficient opportunity for retailers, reps and vendors to present, discuss, plan and collect pre-season orders. Cost-effective and simple, Connect is both an incubator and testing ground for the greater outdoor industry. Invited retailers receive a per attendee reimbursement to offset their travel costs. Future dates for Connect include Knoxville, Tennessee (June 9-12, 2019) and Denver, Colorado (Nov. 1-4, 2019). For more information on Grassroots Connect, please go to

# # #