1971The Third Generation

Black and white shot of Norrøna booth and its products. Men in suits inspect a tent. Backpacks sit on a table behind it. The men all wear suits.

Ole Jørgen Jørgensen, grandson of the founder Jørgen Jørgensen, took over the leadership and ownership of Norrøna.

He had a clear vision – and ambition – to take the company many steps further in innovation and product development.

Ole Jørgen built up a large network of the era's most ambitious Norwegian outdoor enthusiasts and mountaineers – and realized early on that collaborating with these profiles would give Norrøna completely unique experience and completely new knowledge.

Related

1929The Founding FatherOn April 29, 1929, Jørgen Jørgensen – great-grandfather of the current owner and leader with the same name – founded J.J Norrøna Sporting Goods and Leather Factory. The ambition was to make outdoor...

1948The Second GenerationBjarne Jørgensen, son of the founder Jørgen Jørgensen, took over the ownership and management of Norrøna in 1948.

2005The Fourth Generation Takes the HelmIn 2005, Jørgen Jørgensen became the fourth generation of the Jørgensen family to own and lead Norrøna, continuing a legacy that stretched back to the company’s founding in 1929.

2009The Opening of the First Norrøna Brand StoreIn 2009, Norrøna opened its first brand store in Akersgata, Oslo, marking the beginning of a major investment in direct-to-consumer retail.

2011The First Norrøna Store Outside NorwayIn 2011, Norrøna opened its first store outside Norway, choosing Stockholm as the location for its first international retail venture.

2015The New Norrøna HQIn 2015, Norrøna moved its headquarters to Lysaker, just outside Oslo, bringing the company’s growing team together under one roof.

2018Retailer of the YearNorrøna was named Retailer of the Year at the prestigious Virke Trade Conference, one of Norway’s leading gatherings for the retail industry.

2019The First US StoresIn 2019, Norrøna opened its first U.S. brand store in Boulder, Colorado, marking a significant milestone in the company’s international expansion.

2020The New Norrøna Factory in LithuaniaIn 2020, Norrøna also opened its own factory in Lithuania, marking a major milestone in the company’s commitment to quality, responsibility, and product development.

2022The Munich Store OpensIn 2022, Norrøna opened a flagship store in Munich.

2023The New Norrøna HouseIn 2023, Norrøna moved into Norrøna House, its newly transformed headquarters at Lysaker outside Oslo, Norway.

2024The Boston Store OpensNorrøna opened its fourth U.S. brand store in Boston, further strengthening its presence in North America.

2025The Zürich Store OpensIn 2025, Norrøna opened its 39th brand store in the heart of Zürich, further strengthening its presence in one of Europe’s most important outdoor markets.

2026The First Interview With the Fifth Generation OwnersNorrøna published its first official interview with fifth-generation family members Mathilde and Josefine Jørgensen, marking a new chapter in the company’s nearly century-long history.

2026The London Store OpensIn 2026, Norrøna opens its first-ever store in the United Kingdom, securing a flagship location on London’s iconic Regent Street.

1929The Founding Father
On April 29, 1929, Jørgen Jørgensen – great-grandfather of the current owner and leader with the same name – founded J.J Norrøna Sporting Goods and Leather Factory. The ambition was to make outdoor...

1948The Second Generation
Bjarne Jørgensen, son of the founder Jørgen Jørgensen, took over the ownership and management of Norrøna in 1948.

2005The Fourth Generation Takes the Helm
In 2005, Jørgen Jørgensen became the fourth generation of the Jørgensen family to own and lead Norrøna, continuing a legacy that stretched back to the company’s founding in 1929.

2009The Opening of the First Norrøna Brand Store
In 2009, Norrøna opened its first brand store in Akersgata, Oslo, marking the beginning of a major investment in direct-to-consumer retail.

2011The First Norrøna Store Outside Norway
In 2011, Norrøna opened its first store outside Norway, choosing Stockholm as the location for its first international retail venture.

2015The New Norrøna HQ
In 2015, Norrøna moved its headquarters to Lysaker, just outside Oslo, bringing the company’s growing team together under one roof.

2018Retailer of the Year
Norrøna was named Retailer of the Year at the prestigious Virke Trade Conference, one of Norway’s leading gatherings for the retail industry.

2019The First US Stores
In 2019, Norrøna opened its first U.S. brand store in Boulder, Colorado, marking a significant milestone in the company’s international expansion.

2020The New Norrøna Factory in Lithuania
In 2020, Norrøna also opened its own factory in Lithuania, marking a major milestone in the company’s commitment to quality, responsibility, and product development.

2022The Munich Store Opens
In 2022, Norrøna opened a flagship store in Munich.

2023The New Norrøna House
In 2023, Norrøna moved into Norrøna House, its newly transformed headquarters at Lysaker outside Oslo, Norway.

2024The Boston Store Opens
Norrøna opened its fourth U.S. brand store in Boston, further strengthening its presence in North America.

2025The Zürich Store Opens
In 2025, Norrøna opened its 39th brand store in the heart of Zürich, further strengthening its presence in one of Europe’s most important outdoor markets.

2026The First Interview With the Fifth Generation Owners
Norrøna published its first official interview with fifth-generation family members Mathilde and Josefine Jørgensen, marking a new chapter in the company’s nearly century-long history.

2026The London Store Opens
In 2026, Norrøna opens its first-ever store in the United Kingdom, securing a flagship location on London’s iconic Regent Street.