Tony Kraftling

Tony Kraftling

Deputy Brand Director & Global Sales Director – Sales

Current Location:

Stockholm, Sweden


Stockholm, Sweden

Languages you Speak:

English, Swedish, French (intermediate), Spanish (basic), Mandarin (basic)

What is your first memory in nature?

I was 11 years old and remember spending my first night out camping with a friend on an island in the Stockholm Archipelago. The set-up of the camp, the making of the fire, the cooking of the sausages, the freedom of being alone in nature for the first time through the night was amazing.   


Why did you join Fjällräven?

I joined Fjällräven to be part of the journey that this brand is on. The ability to inspire people around the world to spend more time in nature and to do so with functional, timeless, long-lasting gear is more important than ever!  

How long have you been with Fjällräven?

Started October 2018 


What is your favorite part of your job?

There are really so many different and interesting areas, but if I would call out one, it would be the ability to work closely with so many different markets that are at such different stages of development in their journey of building the Fjällräven brand in their respective markets.

What is your favorite outdoor activity?

No matter time of year, to go on long hikes in the woods with my wife and 2 dogs.


A challenge you are tackling or a skill you are improving.

Becoming a more digitally advanced brand, as well as improving our direct to user capabilities.

What makes you most proud of your job?

To be a part of this iconic and truly inspiring brand, to help users around the world get out into nature and become better for it.


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