Norrøna increases U.S. presence with new New York flagship
Bringing iconic sustainable Norwegian outdoor design to SoHo.
At the end of last year, the family-owned premium brand celebrated 90 years running with the opening of their third flagship, following stores in their home town of Oslo and Stockholm. In 1929, Jørgen Jørgensen founded the company to craft the best outdoor gear and apparel for the wonderfully diverse geography and extreme weather conditions of Norway. Since then, the brand has sought to continually redefine the promise of function, quality and finish in the outdoors. Today, they continue to strive towards this definition of excellence, while also driving solutions to the environmental crisis through bold sustainability goals.
The new location at 67 Greene Street will feature Norrøna’s full assortment of technical outerwear, including apparel for mountaineering, hiking and downhill skiing.
— There is no city that matches the pace and importance of New York. While we have designed and produced product purpose-built for the most extreme environments on the planet for almost 100 years, our outerwear is as at home in the northern reaches of Scandinavia as it is in Manhattan. Our new store offers consumers a new opportunity to interact on a deep level with our brand, including our foundational focus on corporate social responsibility, says the CEO — who shares the founder’s name — Jørgen Jørgensen.
The brand is built on a passion for the mountains and their design team strives to create products that meet the needs of its wide range of consumers — from downhill skiers to mountaineers to the occasional hiker. The brand has developed a strong brand presence in Scandinavian and European markets over the past 90 years and has recently begun importing to the United States.
— While we have patiently grown our fanbase in the U.S. for a decade, 2019 is a seminal moment in Norrøna’s regional strategy. The grand opening in SoHo caps off a year during which we meaningfully expanded our retail partnerships and opened our first U.S.-based brand center, in Boulder, Colorado, says U.S. Sales Manager Adam Chamberlain.Jørgen JørgensenNorrønaGreene StreetNorrøna New YorkGreene Street SoHoAdam Chamberlain