Norwegian outdoor brand Norrøna opens NYC flagship

By

Gabriella Lacombe

Published
Nov 27, 2019

Norwegian outdoor brand Norrøna is set to open its third global flagship in the SoHo neighborhood of New York City on December 6. 

Located at 67 Greene Street, the store will offer Norrøna’s full range of sustainably-built technical outerwear, including apparel for mountaineering, hiking and downhill skiing.

“While we have designed and produced product purpose-built for the most extreme environments on the planet for almost 100 years, our outerwear is as at home in the northern reaches of Scandinavia as it is in Manhattan,” said Jørgen Jørgensen, Norrøna chief executive officer.

“Norrøna’s Greene Street store—our 24th brand retail store globally—will complement the footprint we already enjoy in New York with our strong retail partner Paragon Sports, offering consumers a new opportunity to interact on a deep level with our brand, including our foundational focus on corporate social responsibility.”

Founded in 1929, Norrøna is a family-owned brand focused on creating products for a variety of outdoor activities, with an emphasis on sustainability and conservation ethics. For 90 years, the brand has developed a strong presence in Scandinavian and European markets, and recently started importing to the United States.

Since 2018, the brand has worked to broaden its network of U.S. wholesale accounts and announced that it would open its first American concept store in Boulder, Colorado in May of this year. 

“While we have patiently grown our fanbase in the U.S. for a decade, 2019 is a seminal moment in Norrøna’s regional strategy. The grand opening in SoHo caps off a year during which we meaningfully expanded our retail partnerships, internal sales team and opened our first U.S.-based brand center, on Pearl Street in Boulder, Colorado,” added U.S. Sales Manager Adam Chamberlain, who became the brand’s first U.S. hire when he was appointed to his current role in July 2018.

“The addition of the Norrøna flagship store New York City signifies the brand’s commitment to growth in the country and will provide a space where visitors can explore the world of Norrøna and complete product line firsthand.”

In addition to New York, the brand operates flagship stores in Oslo and Stockholm.