OSLO (Sept. 1, 2026) — Norrøna, the Norwegian outdoor brand regarded for its sustainably built, premium outerwear, today announced Jamie Baker as its new North American Sales Manager. In this role, Baker will lead wholesale and commercial strategy across the region as Norrøna continues to expand its presence in North America. He joins the brand after a career spent in senior commercial leadership roles at Arc’teryx, icebreaker and Smartwool, where he built a reputation for scaling premium, technical outdoor brands.
“Jamie has spent his career building trusted, premium outdoor brands, and that experience will be a real asset as we grow across North America,” says Gaute Fonkalsrud, chief sales officer at Norrøna. “He shares our passion for the mountains and our commitment to partnering closely with retailers to grow the right way. We’re excited to have him on board.”
Throughout his career, Jamie built a track record of turning growth targets into results, from strengthening key accounts to sharpening go-to market strategy for a shifting retail landscape. Most recently, he served on the North American leadership team for Smartwool and icebreaker, where he helped shape the combined commercial organization and led strategic initiatives spanning national accounts, specialty retail, digital marketplaces and business planning.
“I’m beyond excited to be a part of the Norrøna family,” says Baker. “I’m drawn to the brand’s heritage of innovation, uncompromising product quality and deep connection to the outdoors. I look forward to elevating this story to North American retailers and helping consumers discover Norrøna’s year-round outdoor products.”
For media inquiries, please contact corinne.baud@rygr.us.
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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. www.norrona.com
