I 2005 ble Jørgen Jørgensen den fjerde generasjonen i Jørgensen-familien som eide og ledet Norrøna, og videreførte dermed en arv som strakte seg tilbake til selskapets grunnleggelse i 1929.
Som ivrig skiløper, jeger og terrengsyklist brakte Jørgensen perspektivet til en lidenskapelig friluftsentusiast inn i rollen, og kombinerte en dyp respekt for merkevarens arv med en ambisiøs visjon for dens fremtid.
Under hans ledelse styrket Norrøna sitt engasjement for innovasjon, design og ansvarlighet.
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.
