Norrøna

Norrøna is a Norwegian outdoor company headquartered in Lysaker near Oslo. The outdoor enthusiast Jørgen Jørgensen founded it in 1929, and it is still family-owned, now in its fourth generation. The company positions itself as a premium outdoor brand and says that its family ownership lets it put quality ahead of short-term financial considerations.

Features

• Outdoor clothing such as jackets, gloves and trousers, plus backpacks and sweaters.
• A repair service with order registration, care instructions and a warranty section on the website.
• A page on technology and materials that explains the fabrics used in its garments.
• Professional athletes as ambassadors and a "Pro User" programme.
• A remodelled headquarters in Lysaker, opened in 2023, with a flagship store, a café and event space.

Range and limits

Norrøna focuses on technical outdoor products and positions itself as a premium brand, so it is less of an everyday label for the mass market. Beyond describing itself as family-owned, the company does not publish ownership details, and no non-European shareholder is named.