Blog Homepage / no category

    A Fresh Breeze from Norway: Nature at its best with Norrøna

    Laila Weigl
    Laila Weigl

    Martin Lien is looking relaxed on the white leather couch at the Ispo stand from Norrøna and greets us with a welcoming smile. There is a buzz here, with Ispo visitors bustling through the groomed stands, and the clean, cool looks of the season spinning around us in their technical functionality. Martin had agreed to meet me for an interview. With me is my colleague Inge Sander, responsible for marketing support. At Gore, he is a real Norrøna expert. We join Martin on the couch. The 37-year-old has spent two years as Marketing Director and is responsible for the entire communications strategy at the hip brand. Gore and Norrøna have a long history. “They say that in 1976 we were the first company in Europe to order a roll of GORE-TEX membrane. The first jacket made with GORE-TEX technology hangs on our ‘History Wall’ at the headquarters in Oslo,” Martin regales proudly.   [caption id="" align="alignnone" width="1024"] The first Norrøna jacket made with GORE-TEX technology.[/caption]

    Four generations in Norrøna

    The beginnings of Norrøna go even further back. In 1929, Jørgen Jørgensen, the Norwegian outdoor enthusiast started a business with simple innovations, such as canvas backpacks and cotton clothing. He always had the goal of making excellent performance products using the best in technical developments. Bjarne Jørgensen took over management of the company in 1948, bringing the second generation of Jørgensens into command. In 1971, Ole Jørgen Jørgensen became the third generation in management, with a focus on developing backpacks, tents and mountain apparel. Almost 90 years later, Norrøna is still being led by Jørgen Jørgensen and remains a family business located near Oslo. [caption id="" align="alignnone" width="812"] Norrøna Headquarter in Oslo[/caption]  

    The goal is the same: highly functional outdoor proof equipment of the highest standards.

    So Martin, it was logical to choose Gore as a partner, right?

    [caption id="" align="alignright" width="279"] Martin Lien, Norrøna Marketing Direktor[/caption]

    “Oh, there were and are many reasons! Especially from the customer perspective, it just makes sense: we manufacture products for highly aerobic activities with the core purpose of staying dry. Breathability and durability are therefore always very important to us. The whole concept of breathable, windproof and waterproof products just fits perfectly with Norrøna.” The product development of the brand always begins with the needs of the consumers, and then close collaboration with athletes and testers to collect useful information for development. “These insights, together with the design philosophy “loaded minimalism” sets new standards,” says Martin. Developing a new collection at Norrøna takes around three years because we take a lot of time to test the products. “We have a vision: Welcome to nature! For us that means designing the best products with a focus on experiences in nature. Our consumers should never have to think about whether they are cold or warm, or dry or wet.

    A commitment to quality leads to success

    Together with the GORE-TEX membrane, we have successfully tested the boundaries of innovation. The concept works, and Norrøna also positions itself outside of Norway, but what is the secret to its success? “At the forefront is Jørgen’s commitment to high quality products. That is, by the way, also how Norrøna all began: our founder did not agree with the standards of quality of his former employer and decided to start his own company. We were really borne of that trait,” says Martin. Achieving consistent quality over so many years is something to be proud of, agrees Inge. He goes on, “There is a level of quality that is clearly recognizable throughout the company from marketing through to production and sale.”

    Where does the Norrøna journey take us in the future?

    “The next big thing is absolutely this right here.” Martin points to the mannequin atop the bar at the center of the Norrøna exhibition dressed in the “Lofoten ACE GORE-TEX PRO” jacket and pants. It was the Ispo 2017 Gold winner in the ski segment and a limited edition that now has many devotedly waiting for it to hit the stores. “I had an appointment to introduce the new style to someone. The customer stopped listening to me as soon as he had it in his hands,” laughs Martin. “The first response has really been outstanding – I am completely convinced.” Take a good look and it’s not hard to see why; the freerider combination has real class. The whole Lofoten collection also holds a lot of emotional significance for Inge, having been a part of production on the Gore side from the very beginning. “What I really value about Norrøna is the individuality paired with the highest quality. They do their own thing without being distracted by the competition.” [caption id="" align="alignright" width="690"] Lofoten ACE GORE-TEX PRO jacket[/caption] [caption id="" align="alignleft" width="690"] Lofoten ACE GORE-TEX PRO jacket[/caption]

    “We get what makes a mountain tour great,” says Martin smiling.

    With an eye on the future, the marketing director is naturally interested in what’s happening in the marketing world. Together with his team, the father of two develops all communication strategies internally, with PR being handled by an agency. “Diving further into the digital possibilities is currently very exciting; it presents countless opportunities. It’s important to me to reach the consumer with the right message at the right time and to offer precisely that which they seek.” Norrøna values quality, functionality and clean design, and their company testers play a big role in the process. Martin Lien, an ardent snowboarder, dreams of one day outfitting Travis Rice, the professional snowboarder. “I have always loved his style and he comes across as a great guy with good values.”

    Laila Weigl Laila Weigl

    Laila Weigl

    Laila lives – and loves – Digital and Social Media, especially when it is all about the GORE-TEX brand. When she’s not indulging in her passion for writing, she’s probably busy being a mom or out exploring the nature when biking, hiking or snowboarding in the Bavarian Alps.

    Read more from this author