For Norrøna, a Norwegian family business at the forefront of the outdoor clothing industry, respect for the natural world is woven in. Jørgen Jørgensen, an avid outdoorsman, founded the company nearly a century ago to share his passion with others, manufacturing the necessary equipment to experience the beauty of Norway’s rugged surroundings.
Now in its fourth generation, Norrøna continues Jørgen’s mission of pushing the boundaries of outdoor equipment while serving its consumers through a retail strategy that is as fresh and inventive as the products it creates. Norrøna takes a decisively long-term approach. Jørgen Jørgensen’s great-grandson, also named Jørgen Jørgensen, pioneered a complementary mix of e-commerce with an ever-expanding network of conventional storefront locations to enable the company to stay relevant and close to consumers.
