Didriksons is expanding its presence in Europe by opening an outlet in Neumünster, located outside Hamburg, Germany. This store venture, their fourth outlet, signifies Didriksons' first physical establishment outside of Scandinavia and represents a strategic move to strengthen connections with the German market, the company's largest market.
Following their French debut in 2021, Didriksons, the Swedish jacket brand, is thrilled to announce its return to Paris for a third consecutive year. Set against the backdrop of the vibrant Le Marais neighborhood, Didriksons is set to host their pop-up store at the iconic Heureux les Curieux. This time around, they also bring an AI-supported shop experience to the customer journey.
The Swedish jacket brand Didriksons has been named “Best brand for functional wear” in the 2023 Evimetrix Swedish Brand Award. Didriksons was selected winner among the nominees with the highest Customer Satisfaction Index, with Fjällräven and Helly Hansen as runner-ups.
This autumn marks the 110-year anniversary of the Swedish jacket brand Didriksons, and their AW23 collection is the result of more than a century of making jackets. Continuing to build their coastal heritage, they are still creating jackets to protect people from harsh weather, without losing sight of design, fit, and comfort. The AW23 campaign “Welcome to our hoods” pays tribute to their origin.
Didriksons, the Swedish jacket brand, celebrates 110 years of making jackets that allow people to spend more time outside. Their new spring collection is inspired by nature, with colours such as clay beige, desert pink, and dusty olive. The major introduction for their spring/summer 2023 collection is their business fashion range, where Alvina, a reinterpreted trench coat, plays the leading role.
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. 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.
The Swedish jacket brand Didriksons is expanding with new store spaces, digital markets, and a DTC warehouse.
Didriksons continues its international expansion with a brand strategy that has already made Germany the company's single largest market. The brand is now establishing itself as The Swedish Jacket Brand, with the primary aim of expanding across Europe. Didriksons is doing so with the launch of a marketing campaign called “Finding Spring”, with the entire Swedish coastline playing the leading role.
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 28 countries with their own e-commerce in 20 markets. The company is owned by Adelis Equity and has its head office in Borås, the Swedish city of textiles.
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