Klättermusen, Berlin

Klättermusen was founded in 1975 in Åre, Sweden, by Peter Askulv, a biologist and climber who began making his own equipment for mountaineering. The name means “climbing mouse” in Swedish, symbolising something small but resilient.

From the beginning the brand focused on producing gear that was durable, repairable and sustainable. It was one of the first outdoor companies to use organic cotton in apparel, recycled fishing-net nylon in backpacks and fluorocarbon-free waterproofing in technical shells. The company encourages repair over replacement, and products are designed to last for many years in harsh conditions.

Alongside equipment, Klättermusen has developed an experience business. Klättermusen Experiences offers small-group guided trips in Scandinavia such as ski touring in Norway and Sweden or sailing expeditions in the Arctic. The idea is to connect people more closely to the environment while using the gear in the conditions it was made for.

The company now operates its own stores in London, Paris, Munich, Oslo, Stockholm and Berlin.

The Stockholm flagship opened in June 2024 on Norrlandsgatan and was the first dedicated Klättermusen store in Sweden. At about 70 square metres it was designed to showcase the full range in a compact space, with a backpack wall where products could be rotated to view from every angle.

The London store on King’s Road opened as the first UK site, with other locations following in Paris, Munich and Oslo.

The most recent and largest is the Berlin flagship on Alte Schönhauser Straße in Mitte, opened in 2025 and covering more than 200 square metres.

All of these stores were created with design agency WDC Creative. Their concept is described as a “gear garage,” intended to feel like a workshop rather than a boutique.

Fixtures are modular and adaptable, product details such as aluminium fasteners and webbing are incorporated into the fittings, and natural materials are used so the products stand out.

The stores are also designed to host talks, events and repair activities, reinforcing Klättermusen’s philosophy of longevity, technical detail and respect for the natural environment.

In Berlin the store design has been taken further with a new natural visual merchandising approach, developed under the guidance of a dedicated visual merchandising creative. This has introduced a more tactile and immersive way of staging the products, linking them to the natural materials of the store design. It highlights how shopfitting and visual merchandising now need to work together to create retail spaces that are both functional and atmospheric. The result is a store that communicates the brand’s history and product values with clarity, while offering customers a hands-on, memorable experience.

This approach connects to a wider trend in retail. More brands are creating calm, workshop-like environments that allow products to be the focus, rather than overwhelming customers with graphics and displays. Using natural materials and clear framing puts attention on the craft and purpose of each item. It reflects how outdoor and performance companies are now using store design to tell stories about sustainability, repair and responsibility.