Norrøna expands into tourism

Norrøna, the Norwegian outdoor specialist, is expanding and will become the world's leading outdoor company with the acquisition of Hvitserk & Eventyrreiser AS to become an international player in the tourism sector. A strategic decision with the aim of offering all customers a fantastic nature experience - true to the motto: "Welcome to Nature".

 
„We believe that to fulfill this vision, we need to offer our customers more than just high-quality outdoor products. We also need to make the actual experience of nature as sustainable as possible."
-Jørgen Jørgensen, CEO and owner of Norrøna

Over the past years, Norrøna has evolved from an established outdoor brand to a major player in the tourism industry. In 2020, Norrøna acquired a majority stake in Hvitserk of Norway AS, an active travel company in Norway that has been accompanying its participants on trips for over 40 years, while Norrøna has been providing the right equipment for precisely these adventures for almost 100 years. Two unique companies in different industries, with a shared enthusiasm for exciting experiences in nature.

In 2022, barely two years after the start of the collaboration, Norrøna also acquired the travel company Hvitserk & Eventyrreiser AS and thus took the step of traveling abroad to over 50 different countries. The beginning of a new chapter - with the same people, the same knowledge, a lot of passion and unchanged sustainability ambitions. The company, which has been integrated into Norrøna, presents itself under the new name: Norrøna Hvitserk Adventure.

„We are working to develop tourism initiatives and at the same time act as responsibly as possible within the Norrøna Responsibility Roadmap 2029, just like Norrøna Sport."
-Jørgen Jørgensen, CEO and owner of Norrøna

With Norrøna Hvitserk Adventure is to contribute in a positive way to achieve in tourism a meaningful development for culture, nature and people in the countries visited. Care is taken to respect and contribute to the preservation of the areas visited by the participants. Thus begins a new chapter in nature-based tourism that aims to provide intense and exciting experiences both in Norway and internationally for its participants - in line with the Norrøna Responsibility Roadmap 2029.