Im Jahr 2005 übernahm Jørgen Jørgensen als vierte Generation der Familie Jørgensen die Eigentümerschaft und Leitung von Norrøna und führte damit eine Tradition fort, die bis zur Gründung des Unternehmens im Jahr 1929 zurückreicht.
Als begeisterter Skifahrer, Jäger und Mountainbiker brachte Jørgensen die Perspektive eines leidenschaftlichen Outdoor-Enthusiasten in seine Rolle ein und verband dabei tiefen Respekt für das Erbe der Marke mit einer ambitionierten Vision für ihre Zukunft.
Unter seiner Führung verstärkte Norrøna sein Engagement für Innovation, Design und Verantwortung.
He is known for the company mantra: “A new Norrøna product is good. An old Norrøna product is even better.” The statement reflects a belief that durability, repairability, and long product lifespans are among the most important contributions an outdoor company can make toward responsible consumption.
Jørgensen also recognized that Norrøna could not simply adapt to a rapidly changing outdoor market – it needed to help shape it. By raising the company’s ambitions in design, Extreme User Product Development, and constant innovation, he pushed Norrøna to the forefront of the global outdoor industry.
During his tenure, the company has evolved from a respected Scandinavian brand into an international outdoor leader, with more than 40 stores worldwide and a growing presence far beyond apparel and equipment.
Through guided adventures, lodges, and expedition experiences across the globe, Norrøna expanded its mission from outfitting outdoor enthusiasts to helping people experience the outdoors itself.
