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Fjällräven Reinforces Sales Team in Mid-Atlantic and Southeast Regions to Support Outdoor Specialty Growth

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Tera Hurff

Digital Campaign Specialist at Malakye.com

Swedish outdoor brand Fjällräven announces key sales force appointments to support its rapidly growing outdoor specialty account base. As a continued investment to strengthen this priority channel, Fjällräven welcomes Brandywine River Reps (BR Reps) and The Praelia Group to lead strategic growth in the Mid-Atlantic and Southeast regions. Both sales agencies will report directly to Seth Quackenbush, specialty account sales manager at Fjällräven North America.

“As we increase our brand presence in North America, we are identifying sales agencies that fit our outdoor lifestyle with a reputation for delivering a premium service experience,” said Seth Quackenbush, specialty account sales manager at Fjällräven North America. “We are excited to welcome BR Reps and The Praelia Group to the Fjällräven family and are confident we will continue to provide the highest caliber of customer service to our partners in their regions.”

Founded in 2002, Brandywine River Reps is led by founder and principal, Andy Molter. Andy also serves on the Board for the Eastern Outdoor Reps Association (EORA) and is a member of the Eastern Winter Sports Reps Association (EWSRA). Bringing past experience as a buyer and store manager, Andy and his dedicated team of professionals understand the unique needs of their clients and have represented several prominent outdoor brands within the Mid-Atlantic region. BR Reps is headquartered in Greenville, Delaware and will service Fjällräven and Hanwag accounts in New York, New Jersey, Pennsylvania, Delaware and Maryland.

The Praelia Group joins as Fjällräven and Hanwag’s sales agency in the Southeast territory. Headed by founder Buck Rowlee, the award-winning group has over 15 years of experience representing top brands, including: Burton, Oakley, Electric and Mizu. Based in Wilmington, North Carolina, the team will service accounts in Washington D.C., Virginia, North Carolina, South Carolina, Tennessee, Georgia and Florida.


In 1960, Åke Nordin founded Fjällräven in his basement in the Swedish town of Örnsköldsvik. Since then, Fjällräven has made a commitment to high quality and functional design, while staying true to its mission of developing timeless and durable outdoor equipment and apparel, acting responsibly towards people, animals and nature and inspiring people to get outside. Today, the company has presence in over 40 countries worldwide. For more information, please visit www.fjallraven.us.

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