Bergans of Norway Announces Major UK Return via New Heights Partnership

Bergans of Norway, the historic outdoor brand that has equipped polar explorers and hikers since 1908, is officially returning to the UK and Ireland markets. The expansion, announced this week, marks a significant step in the brand’s broader European growth strategy.

To lead its re-entry, Bergans has partnered with New Heights Brand Distribution, a specialized subsidiary of the Highlander Group. The partnership is designed to re-establish the Norwegian icon through a "selective distribution strategy" focused on specialized outdoor retailers and strategic key accounts.

Rather than a mass-market blitz, Bergans is opting for a "step-by-step" rebuild of its presence in the British Isles. The focus will be on quality over quantity, ensuring the brand is positioned alongside retail partners who understand its technical heritage and premium price point.

“Great Britain is one of the most important outdoor markets in Europe,” said Silje Garberg Ree, CEO of Bergans of Norway. “With New Heights, we have a partner who understands the specialist retail sector and shares our strategic direction. We are excited to be back with a partner that shares our commitment to getting people outdoors.”

The move comes at a time when British consumers are increasingly prioritizing ethical production and long-lasting gear—areas where Bergans has a century-long head start. The brand is widely recognized for its "Long Live the Product" philosophy, which includes repair services and a commitment to circularity.

Andy Schimeck, Strategic Sales Advisor at Bergans, highlighted why the brand’s DNA is particularly suited for the current UK climate. “Bergans combines authentic heritage with a clear commitment to sustainability and functional design. This combination is an excellent fit for the British market,” Schimeck noted.

By leveraging New Heights—a division of the well-established Highlander Group—Bergans gains immediate access to a robust network of independent shops and major outdoor chains. New Heights brings over 30 years of industry experience and a team of "dedicated outdoor enthusiasts" who have previously worked with the brand during its earlier years in the UK market at retailers like Cotswold Outdoor.The rollout will see Bergans’ core collections—including its award-winning Rabot 365 line and its legendary technical backpacks—appearing on UK shelves gradually over the coming seasons. The brand intends to focus on "quality over volume," ensuring that each retail touchpoint reflects the brand's Norwegian identity and "authentic mountain soul."

For many UK outdoor enthusiasts who remember the brand’s previous tenure, the return of the "Compass" logo is a welcome addition to a market that continues to see high demand for high-performance, responsibly made gear.