Norrøna aims to become the comprehensive adventure partner for customers.

Das Familienunternehmen unternimmt einen strategischen Schritt, um seine nächste Wachstumsphase voranzutreiben. Nach fast 100 Jahren als Hersteller von hochwertiger Outdoor-Bekleidung und -Ausrüstung positioniert sich die norwegische Marke nun als voll integriertes Abenteuerreiseunternehmen. Die Expansion umfasst maßgeschneiderte Reisen rund um den Globus, die Weiterentwicklung von Gastronomiekonzepten in Norwegen und die Einführung neuer Premium-Erlebnisse – darunter die Expeditionssegelyacht „Varg“ in Nordnorwegen.

“Our goal is to become a central hub for both outdoor equipment and unforgettable experiences,” says Jørgen Jørgensen, fourth-generation owner and CEO. “We want to become your comprehensive adventure partner,” says Jørgen Jørgensen, fourth-generation owner and managing director of Norrøna. „Seit Generationen entwickeln wir Outdoor-Produkte von Weltklasse. Jetzt nutzen wir genau dieses Know-how, um Reiseerlebnisse mit dem gleichen kompromisslosen Qualitätsniveau zu schaffen“, sagt Jørgensen. „Anstatt einfach nur die Jacke zu verkaufen, die den rauesten Bedingungen der Welt standhält, möchten wir unserer Kundschaft auch an diese Orte begleiten. Wir möchten Ihr umfassender Abenteuerpartner werden.“

Built on more than 40 years of expedition experience
Norrøna's adventure travel business is operated through Norrøna Adventure and builds on the legacy of renowned Norwegian expedition tour operators Eventyrreiser and Hvitserk. For more than four decades, these companies have organized expeditions to destinations such as Svalbard, the Himalayas, and Kilimanjaro.

“We have built our credibility step by step over more than 40 years of expedition experience. This depth of experience and expertise is rare in this industry,” says Christian Schmidt, head of Norrøna Adventure.

He emphasizes that Norrøna's offering is designed to appeal to a broad audience.

“We organize trips ranging from challenging expeditions to more accessible adventures, and welcome participants of all experience levels. Most of our groups are intentionally kept small – usually between four and sixteen guests – which creates a richer social and cultural experience along the way. We also offer tailor-made trips where guests can decide exactly where and when they want to travel.”

Developing Exclusive Adventure Destinations in Norway
Alongside its global travel program, Norrøna is developing its own adventure destinations in Norway. These include the Canvas Hotel, a unique destination in Telemark dedicated to mountain biking, hiking, trail running, and outdoor living. The company has also launched the expedition sailing yacht "Varg," which brings guests up close to the spectacular landscapes of Northern Norway.
The "Varg" is the cornerstone of Norrøna's vision for a new premium travel concept, transporting visitors between carefully curated nature experiences and exclusive accommodations throughout Northern Norway.

“We are seeing a growing international demand for authentic nature experiences in Norway. This creates a unique opportunity for us, and we want to use it to build one of the country’s most exciting travel concepts,” says Jørgensen.

More than just selling products
For Norrøna, investing in travel is about much more than just creating new revenue streams. The goal is to build stronger and more lasting relationships with customers.

“When someone starts dreaming of a trip – be it to the Himalayas or to the spectacular fjords of Norway – we want to be part of that entire journey. From the very first idea to the adventure itself, to the memories that will last a lifetime,” says Schmidt.