Trailblazing Outdoor Commerce: Amanda Carroo on Innovation & Sustainability at Fjällräven

The Ecommerce Toolbox: Expert Perspectives

In this episode, Amanda Carroo, Global Director of Digital (Americas) at Fjällräven, joins host Kailin Noivo to unpack how the iconic Swedish outdoor brand is modernizing its ecommerce experience without losing sight of its roots.

Amanda shares how her team blends heritage with innovation to build omnichannel strategies, regionalized experiences, and white-glove ecommerce journeys that reflect the brand’s commitment to sustainability and repairability. From loyalty programs and CRM upgrades to elevating product storytelling and building cross-functional teams, she offers a clear look at how ecommerce can power long-term value, not just short-term sales.

If you’re navigating legacy platforms, scaling digital experience, or trying to connect purpose with performance, this episode is for you.

What You’ll Learn

• How Fjällräven brings its sustainability mission to life through digital channels
• Why platform evolution starts with team alignment and cross-functional strategy
• How CRM upgrades and loyalty programs support personalization at scale
• What white-glove ecommerce looks like for a heritage outdoor brand
• How ecommerce plays a key role in advancing circularity and long-term value
  

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