Press release -
Didriksons is back in Paris this autumn and winter
With a successful first appearance in 2021, the Swedish jacket brand Didriksons is back in France for a new 3-month pop-up store at iconic Heureux les Curieux, in Le Marais neighborhood in Paris. After exceeding expectations with Parisian visitors and tourists in Paris in Autumn/Winter 2021, Didriksons will renew the experience this year with their warm, stylish, and vegan jackets. The brand trusts the audience will continue to grow and that the physical presence via a store is strategic for the future. This is yet another step to increase brand awareness and desirability as a leading brand within the jacket category in Europe, while further strengthening its position in the French market.
Focusing on a more fashion-interested consumer, the Scandinavian outdoor brand continues to bring its jackets to the fashionable yet functional-oriented community, where Paris and its young, urban style mixed with classic elegance is the way to go. In the combined pop-up store and showroom in the Marais district in central Paris, customers and buyers will further discover the heritage of the brand while trying the jackets. The store will open on October 28th and is located at 23, Rue du Pont-aux-Choux in Le Marais, Paris.
– This time around, significantly more people in France will be familiar with Didriksons as we have had wide coverage with influencers and media throughout the year. We are excited to discover the incredible interest that word of mouth can create together with our constant efforts to bring the Swedish jacket brand to the French, says Jan Henning, Didriksons’ Country Manager for Central and Southern Europe.
Didriksons’ strategy for their pop-up stores has been a successful investment to build and create a clear understanding of the Didriksons brand. The stores’ purpose is to offer the products where the customers are when the need arises, as a complement to their e-commerce. Fredrik Kron, Head of Retail, and Camilla Gabrielsson, Visual Concept Manager, have worked intensively to create a clear store experience that expresses Didriksons’ identity.
The Didriksons story began on the rugged west coast of Sweden in 1913, when the founders Julius and Hanna Didrikson had the vision to keep fishermen dry and warm. Over a century later, the company is one of Scandinavia’s leading brands for jackets and makes garments for the whole family. Didriksons is present in 22 countries and has its head office in Borås, the Swedish city of textiles.
Didriksons believes in creating products that will last for years through timeless design and careful choice of colors. The company participates in sustainability projects to constantly develop and improve. The garments of Didriksons are vegan and they use recycled materials in many of their items.
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Didriksons was founded in 1913 in the Swedish archipelago by Julius and Hanna Didrikson, with the vision to keep fishermen dry and warm. Over a century later, the company is one of Scandinavia’s leading brands for jackets. Didriksons is present in 25 countries with their own e-commerce in 19 markets. The company is owned by Adelis Equity and has its head office in Borås, the Swedish city of textiles.
