The Norrøna Way: A Century of Design, Nature and Loyal Communities

Norrøna’s commitment to nature goes beyond gear. The brand has increasingly invested in community building through adventure travel, hospitality and events. Its expeditions, festivals and in-store gatherings allow people to connect through shared passions while experiencing the brand in a deeper way. The Norrøna House in Oslo embodies this concept by serving as a hub where visitors can learn, test products, join guided activities and engage with ambassadors who live the lifestyle the brand represents. These touchpoints reinforce Norrøna’s belief that the best way to strengthen the bond between people and nature is to create memorable outdoor experiences.

As the company moves closer to its 100th anniversary, it is preparing several ambitious milestones. Among them are architecturally unique lodges in remote areas of Norway that will serve as bases for ski touring and other activities. Norrøna is also developing a global hub strategy to deepen its presence in important mountain and urban communities worldwide. Lien attributes the brand’s longevity to authenticity, deep knowledge of its audience and an unwavering long-term vision. His advice for leaders in the industry reflects the same spirit. Recognize the people around you, stay persistent through setbacks and pursue work that connects genuine passion with purpose.