Fjällräven's original product was an external frame rucksack. Nordin found that most backpacks in the market at the time were causing discomfort to his back, so he designed his own from tent fabric. This proved comfortable, durable, and, along with outdoor clothing made from the same fabric, made the brand well known in just a decade. Among its more well-known products are Greenland jackets, Vidda Trousers, Expedition Down Jacket and various versions of the Kånken rucksack.
The company has a strong market presence in the Nordic countries. It is also represented in other European countries.