In 2020, Norrøna acquired a majority stake in Hvitserk of Norway, one of Scandinavia’s most respected adventure travel companies.
The acquisition marked the beginning of a new chapter in the company’s evolution and reflected a broader vision for what Norrøna could become.
For decades, Norrøna had focused on creating the clothing and equipment people relied on in the outdoors. With Hvitserk, the company took a step further – toward delivering the adventures themselves. The partnership opened the door to guided journeys around the world, from the glaciers of Svalbard and the summit of Kilimanjaro to trekking routes in the Himalayas and some of the planet’s most remote wilderness destinations.
The move represented a fundamental expansion of Norrøna’s mission. Rather than simply providing the jacket for the adventure, the company now aimed to help people experience the adventure itself. It was the beginning of a transformation that would eventually see Norrøna grow into a global provider of outdoor experiences, travel, and exploration – while remaining firmly rooted in its heritage of quality, function, design, and responsibility.
The adventure travel part of Norrøna is now named Norrøna Adventure.
