Welcome to Norrøna Sweden!
Norrøna wish to inspire people to seek new trips,
adventures, and an active life in nature. That´s why the Norwegian producer of
outdoor clothing and backpacks is proud to present its newly opened flagship
store in Stockholm.
– We´ve built on the experience from our store concept
in Norway, and will give new and existing Norrøna users in Sweden the
opportunity to learn more about our products from our own colleagues, says
Jørgen Jørgensen, owner and managing director of Norrøna.
The 450 m² flagship store Norrøna Stockholm is located
in Norrlandsgatan 16 and offers Norrøna´s entire collection – plus a bit more.
– The store has its own room for hunting gear, and a
new concept: “Arctic Room.” This is an integrated room with minus 15 to 20
degrees, where you can test down jackets and other cold weather products. The
store also has its own service centre for repairs and spare parts.
More concept stores to come
Norrøna Stockholm was established barely two years
after the company opened its first concept store. Norrøna sees the latest
establishment as a step further on the path to new concept stores in other main
cities both in Norway and abroad.
– We wish to use our experience from Norway and Sweden
in the development of our store concept in other cities too. Feedback from
users inspire us to spread Norrøna´s philosophy to more people, says Jørgensen.
In addition to Norrøna clothing and equipment, the
concept stores will carry hand-picked products and accessories related to
Norrøna´s products, like hiking boots, goggles, and
similars, from other suppliers.
Norrøna Stockholm officially opened on August 12th in
the company of friends from the business in Sweden and other countries. The
event included a presentation of Norrøna´s history and products, as well as
entertainment by the Norwegian group Datarock.
About Norrøna
Norrøna is for everyone who loves playful design and
colors, as well as high quality and functionality. Our mission is to make great
products our way for people with an active lifestyle. Norrøna was founded on
April 29, 1929, and has since been owned and run by the same family.
Our core values roots, innovation and passion make up
the foundation of our own design philosophy: Loaded Minimalism™ – a philosophy
that reflects our drive to design clean products with all critical details.
Our product development is driven by extreme use: We
make products for some of the most demanding users in the world, our dedicated
testers. When they are satisfied, we know that our products are good enough to
use in the most demanding conditions within each activity.
We believe in the heritage of craftsmanship. That´s
why we never stopped designing, sewing, cutting and gluing by hand. Most of our
products are developed from start to finish in our prototype workshop at
Hvalstad, on the outskirts of Oslo. Here we also have one of our service
centers.
We strive to minimize our environmental footprint by continously
streamlining our value chain. We avoid air transport whenever possible.
A long product lifetime means the world to us. Thus, a
new Norrøna product is great, but a ten-year-old Norrøna product is even
better.
Pictures from the opening party: