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Iconic Norwegian Outdoor Brand Will Set Up Shop in Boston

September 21, 2023

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Rob Steffens at

OSLO, Norway (Sept. 21, 2023) — Norrøna, the family-owned Norwegian manufacturer of premium apparel and gear, announced the opening of its latest concept store, slated to open in Spring 2024. The momentous occasion signifies the sustainable growth Norrøna has achieved in the United States.

The Perfect Location

Following an extensive search, Norrøna, recognized for its commitment to sustainability and premium products, has secured the ideal location for its new venture. Located at 349 Newbury Street, the store will find a home in an iconic shopping, dining, and entertainment district in Boston that houses numerous retail establishments and eateries.

“We’ve had our sights set on Boston for some time now. With its distinct four seasons, active residents, and proximity to nature, it’s the perfect city to showcase our high-quality, year-round collections,” said Bård Kvamme, Director of Norrøna Retail. “Also, this location complements our existing U.S. retail locations, which includes stores in New York City, Boulder, and Castle Rock, Colorado,” added Kvamme.

Hilary McCloy, a local Boston skier and Norrøna Ambassador, adds, “The New England weather is known for its extremes, especially here in the mountains of New Hampshire, so it is fitting that Norrøna is opening a store in Boston. The outdoor community here the northeast is so passionate and diverse that it will be so fun to share this brand with the community.”

U.S. Market Strategy

Norrøna has long embraced a selective sales strategy, cultivating enduring partnerships within the outdoor industry. The United States holds a central position in Norrøna’s strategic focus, with plans to expand its owned retail footprint and operations, particularly in major cities.

Store Concept

The new establishment at 349 Newbury St. will serve as a hub for outdoor and mountain sports enthusiasts who value sustainable, innovative, and high-quality products. Spanning 2,637-square-feet, the store promises an immersive Norrøna experience. A “History Wall” will showcase the company’s rich heritage, inviting patrons to become part of the Norrøna community through various events.

Additionally, all Norrøna products will be eligible for in-store registration for repairs. That commitment to repair services, integral to Norrøna since its founding in 1929, aligns with the company’s dedication to promoting responsible, resource-preserving practices and its profound connection to nature.

“Without nature, there is no us. This principle and attitude are deeply rooted in the Norwegian DNA,” emphasizes Jørgen Jørgensen, Norrøna’s fourth-generation owner.

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About Norrøna: In 1929, Jørgen Jørgensen, a Norwegian outdoor enthusiast, began his search for durable outdoor equipment to perform in Norway´s harsh and rugged land. Starting with simple innovations such as leather straps, canvas backpacks and cotton clothing, he set Norrøna’s direction: To search for the best in technical advancements and to create the ultimate performance products. Today, four generations later, Norrøna is still a family-owned and run company and a leader in the growing market of sustainable sportswear.