Deep in the heart of Jämtland, Sweden, implies a certain level of ruggedness. Lundhags wasn’t just a brand; it was a shoemaker with dirt under its fingernails. For decades, they were the go-to artisans for people who actually use maps instead of apps—creating boots tough enough for the Swedish military and British paratroopers during the Falklands War. They were functional, durable, and frankly, a bit dusty in terms of market perception.
They approached Blink, the premier retail design agency in Sweden, because they had hit a ceiling. They were universally respected by hardcore hikers but invisible to the broader lifestyle market. They didn't just want a facelift; they wanted a complete metamorphosis without losing their soul. They needed a partner who understood that true Scandinavian retail design experts don't just paint walls white; we dig into the DNA of a brand to see how it can survive in a new ecosystem.
The problem was clear, albeit tricky to navigate: How do you take a product synonymous with mud, sweat, and rocky terrain, and make it desirable on a city street or a fashion runway?
Lundhags was suffering from being too good at one thing. Their "outdated store format" and general brand presentation pigeonholed them strictly as "gear". In a world where the lines between urban living and outdoor exploration were blurring, Lundhags was still standing firmly on the mountain top, shouting into the wind. They faced a decline in relevance among younger, style-conscious demographics.
As a European retail design studio, our challenge was to bridge the gap between "survival gear" and "survival of the fittest" in the fashion world. We needed to restructure their category navigation and visual language so that a pair of boots looked as natural next to a high-end denim jacket as they did next to a survival knife.
To solve this, we couldn't just guess. We had to dig deep. Our team conducted extensive store audits, analyzed user journeys, and looked at the data. What we found changed the trajectory of the project.
We discovered that in an era of fast fashion and disposable goods, consumers were starving for authenticity. The fact that Lundhags boots were worn by paratroopers wasn't just a fun trivia fact; it was a certificate of authenticity. We realized that retail concept design in the Nordics needed to leverage history, not hide it. The scars and durability were the selling point.
Before the term became a buzzword, we saw a shift in consumer behavior. People weren't just hiking on weekends; they were adopting the aesthetic of preparedness for their daily commute. The "Authentic Nordic" lifestyle—minimalist, functional, close to nature—was becoming a global aspiration.
Our interviews revealed that the target demographic didn't view sustainability as a "nice-to-have" add-on. It was a baseline requirement. Lundhags’ commitment to repairability and eco-conscious production was their hidden superpower. As store interior design specialists, we knew this had to be front and center, not buried in a hangtag.
Our strategy was bold: We stopped treating Lundhags like a boot company and started treating them like a cultural institution. We formulated the concept of "Authentic Nordic".
This wasn't about splashing Scandinavian flags everywhere. It was about distilling the essence of the Nordic mindset—functionalism, simplicity, and a profound respect for nature. Unlike competitors who were chasing neon colors and synthetic trends, Blink positioned Lundhags as the "quiet confidence" in the room.
We utilized our background as Scandinavian retail design experts to create a strategy that moved the brand laterally into the fashion space. We identified that to change perception, we had to change the context in which the product was seen. If you sell a hiking boot in a camping store, it’s a tool. If you sell it next to Acne Studios or Hope, it’s a statement piece.
We stripped back the clutter. Embracing Nordic Functionalism, the store environments and shop-in-shop concepts utilized raw, honest materials. We used untreated pine, brushed granite, and cold-rolled steel. The tactile experience was designed to mimic the ruggedness of Jämtland. As a leading retail design agency in Sweden, we know that the texture of a shelf is just as important as the product sitting on it.
Lighting was crucial. We moved away from the harsh, sterile fluorescent lighting typical of outdoor retailers. Instead, we implemented a lighting scheme that mimicked the cool, crisp light of a Swedish winter morning, transitioning into warmer tones to highlight the rich leathers of the boots.
We disrupted the standard "wall of shoes". Boots were merchandised as artifacts. We integrated storytelling elements directly into the fixtures—highlighting the "Shell" principle of the boots and their reparability. We placed the footwear alongside curated fashion items, visually cueing the customer that these products were versatile.
We walked the walk. The fixtures were modular and designed for longevity, reducing waste during seasonal changeovers. We used recycled materials for signage and reduced plastic usage in the visual merchandising toolkit to zero.
We wove digital storytelling into the physical space, featuring content of the boots in "unexpected" scenarios—on city streets, fashion shoots, and catwalks—subtly reinforcing the new brand positioning.
Execution is where the rubber—or in this case, the cellular rubber base—meets the road. Implementing this strategy required a coordinated effort across multiple channels.
The physical rollout involved creating flagship guidelines and shop-in-shop modules that could stand their ground in high-end department stores. One of the biggest hurdles was convincing fashion buyers that a "paratrooper boot" belonged next to luxury sneakers.
However, leveraging our reputation as a top European retail design studio, we crafted presentation kits and pop-up concepts that bridged this divide. We facilitated collaborations with stylists and influencers, ensuring the physical retail execution was supported by a media blitz. We placed the product in top Swedish fashion magazines and even film and TV spots.
It was a risky maneuver. Traditionalists might have scoffed at seeing their beloved hiking brand on a catwalk, but the execution was handled with such respect for the product's functional roots that it didn't alienate the core base—it just invited more people to the party.
The transformation was nothing short of spectacular. By ignoring the standard playbook for outdoor gear, we helped Lundhags transcend their category.
Lundhags successfully shed its "dusty heritage" image, emerging as a sought-after lifestyle icon synonymous with the "Authentic Nordic" way of life. Today, the brand stands as a pillar of sustainability and style, proving that store interior design specialists can do more than just make a space look pretty—we can fundamentally alter the trajectory of a business.
At Blink, we don't just design stores; we design futures. And for Lundhags, the future looks rugged, stylish, and incredibly bright. The repositioning was so successful that it caught the eye of major investors. Lundhags was subsequently acquired by the BRAV group, a testament to the immense value added to the brand equity.
richard@blinkthedesignagency.com
+46 73 545 5018
Blink is a leading retail design agency based in Sweden, specializing in retail concept development, store experience design, and omnichannel integration across the Nordics and Europe. We transform brands into physical destinations that drive both emotional connection and commercial performance.
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