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Press Releases

Fjällräven North America Grows Leadership Team with New Hires and Promotions

Fjällräven sees Nathan Dopp promoted to global vice president of Fenix Outdoor International AG and welcomes Jean-Marie Shields as vice president of brand experience.

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Contact: Greg Fitzsimmons 

970-924-0704, ext 156

BOULDER, Colo. (May 4, 2019) — Fjällräven, the Swedish heritage outdoor brand known for producing high-quality outerwear, apparel and gear since 1960, is pleased to announce the promotion of Nathan Dopp to global vice president of parent company Fenix Outdoor International AG. Fjällräven also welcomes consumer-products veteran Jean-Marie Shields as vice president of brand experience.

Reinforcing Fjällräven’s continued momentum as a global brand with increased focus on the Americas, Dopp has been promoted to vice president of Fenix Outdoor International AG, the outdoor holding group that owns Fjällräven. Dopp brings proven strategy, expertise and discipline to global operations following his success expanding North American market share. Dopp joined the U.S. Fenix Outdoor organization in 2012 and most recently served as president of Fenix Outdoor Americas, managing Fjällräven and Hanwag in North and South America.

“Nathan has led incredible growth for our Americas operations over the course of his time with Fjällräven and we firmly believe he is uniquely positioned to provide balance between international and North American brand goals at the executive level,” says Martin Axelhed, executive vice presdient of Fenix Outdoor International AG. “In his new role, Nathan will continue to lead the business in the Americas, and will contribute more directly to our global leadership team across the entire portfolio of brands.”

Raised in Sweden, Fjällräven’s global home, Jean-Marie Shields brings to the team more than 18 years of experience at premium global lifestyle brands based in North America and Europe, holding past executive postitions at Lululemon, Nike and Starbucks.

“Working with the global and Americas teams, we continually seek opportunities to market Fjällräven’s distinctive heritage, durability, and sustainability in more inspiring ways,” says Dopp. “We are fortunate to bring in such a talented brand marketing executive as Jean-Marie, who enjoys a record of effectively reaching the end consumer in order to help them feel, hear, and relate to what makes this brand special and desirable—all in a genuine and humane way.”

In her new role, Shields will lead Fjällräven’s integrated storytelling strategy in the Americas region, further building creative harmony between experiences, expeditions and retail offerings.

“I am inspired by my first trekking experiences growing up in Sweden, wearing a Greenland Jacket and Kanken backpack, while exploring the outdoors with my grandmother,” says Shields. “Joining Fjällräven North America is an incredible opportunity to help empower people to explore nature, which helps growth in our communities and self.”

For more information on these and other Fjällraven initiatives, please direct media inquiries to Associate PR Director Greg Fitzsimmons at


About Fjällräven: In 1960, Åke Nordin founded Fjällräven in his basement in the Swedish town of Örnsköldsvik. Since then, Fjällräven has made a commitment to premium quality and uncompromising design, while staying true to our mission of developing timeless, functional and durable outdoor equipment, acting responsibly towards people, animals and nature and inspiring people to get outside. Today the company has presence in over 30 countries worldwide. For more information, please visit