NORRØNA BRINGS ITS SPIRIT OF NORWEGIAN ADVENTURE TO LONDON WITH NEW REGENT STREET FLAGSHIP

Norwegian outdoor brand Norrøna is set to open its new flagship store at 15 Regent Street St James's, with an official launch celebration on Thursday 19th November. The opening represents a significant step in the brand's international journey, establishing a permanent presence in the heart of London.

Founded in 1929, Norrøna has spent almost a century developing technical clothing and equipment designed for some of the world's most demanding environments. Built on a commitment to innovation, craftsmanship and adventure, the brand's arrival in the UK feels particularly fitting given the country's rich heritage of mountaineering and outdoor adventure.

The London flagship builds on Norrøna's growing international retail network, with 39 locations across Europe, the US and China.

Jørgen Jørgensen, Owner and CEO of Norrøna, comments:

"Opening our flagship store in London is a proud milestone for Norrøna and an important moment in our journey as a family-owned Norwegian brand. The UK has such a rich history of exploration and adventure, so bringing Norrøna here feels like a natural step for us. For almost 100 years, our passion has been creating products that allow people to explore the outdoors. This store is about more than our products. It's about sharing that passion, connecting with a new community and inspiring more people to get outside."

CELEBRATING THE OPENING: AN EVENING OF NORWEGIAN ADVENTURE

To mark the occasion, Norrøna will host an exclusive launch celebration on Thursday 19th November, from 6pm to 9pm, bringing together the outdoor community, media, creatives and friends of the brand.

The evening will feature a Q&A with Jørgen Jørgensen, alongside Will Renwick, Editor of Outdoors Magic. The conversation will explore Norrøna's history, the London opening and its ambitions for the future.

Norwegian climbing legend Robert Caspersen will also take to the stage to share stories from the world of mountaineering, while Norwegian-inspired food and drink, a live DJ, raffle and customisation bar hosted by NOTS will complete the evening.

Launch event details

• Date: Thursday 19th November 2026

• Time: 6pm to 9pm

• Location: Norrøna London Flagship, 15 Regent Street, St James's, London (postcode TBC)

• Attendance: Strictly invitation only

MORE THAN A STORE: A NEW HOME FOR OUTDOOR ADVENTURE

The flagship will showcase Norrøna's technical collections for skiing, mountaineering, hiking, trail running and other outdoor pursuits, supported by expert in-store advice. A dedicated history wall will celebrate the brand's heritage, while repair services and spare parts will reinforce its commitment to product longevity. Visitors can also discover Norrøna Adventure, the brand's guided travel offering.

Norrøna Adventure offers everything from hiking and ski touring to mountain biking and sailing, it connects people with remote landscapes through expertly curated, small-group adventures. Building on its heritage, Norrøna’s Arctic Voyage introduces a new approach to exploring Northern Norway, linking exclusive wilderness lodges, sea-based travel aboard the Varg sailing yacht and tailored outdoor experiences. From skiing remote Arctic peaks to hiking beneath the midnight sun, the concept brings together adventure, Scandinavian design, local food and considered hospitality.

Designed to become a hub for London's outdoor community, the store will host regular talks, screenings and events, with the first dates already confirmed:

• 25 November: The Ultimate Adventure Evening, celebrating outdoor exploration.

• 2 December: Norrøna Freeride Film Tour, showcasing freeride storytelling.

• 10 December: TGR 31st Annual Film Screening, bringing mountain adventure to the screen.

PUBLIC OPENING: THURSDAY 12TH NOVEMBER

The Norrøna London flagship will officially open to the public on Thursday 12th November 2026, with an exclusive goodie bag for the first 50 customers.

Norrøna is a fourth-generation, family-owned Norwegian outdoor brand founded in 1929 and led by Jørgen Jørgensen, the founder’s great-grandson. Headquartered at Norrøna House in Oslo, its mission is to create the world’s greatest outdoor products and offer unique guided adventures around the world. Its design philosophy, Loaded Minimalism, creates clean products containing all critical technical details and functions. www.norrona.com