Rethinking the Future of Outlet Retail with Fiskars Group
Retail Management students in Fiskars Retail Club participated in a strategy workshop with Fiskars Group, developing recommendations for the future of its outlet concept.
The students were welcomed to the Fiskars Group office by Isabelle Samuelsson, Area Manager Sweden & Norway, who introduced the strategic challenges and opportunities facing the company's outlet business.
Ahead of the workshop, students visited the Iittala Outlet in Barkarby and other outlet stores to observe and compare their retail concepts and customer experiences. These observations formed the basis for the workshop, where students were challenged to explore how Fiskars Group could develop an attractive and commercially sustainable outlet concept.
Working in groups, students applied their observations and knowledge of retail strategy to develop and present recommendations concerning the customer proposition, assortment strategy, and pricing model. The workshop encouraged students to approach the challenge from different perspectives and consider how these elements contribute to the overall customer experience.
A big thank you to Isabelle and the Fiskars Group team for organizing an engaging and insightful workshop!
Josefin Drottshage, Key Account Manager, Fiskars Retail Club 2026/27
