Norwegian outdoor brand Norrona will open its first U.S. brand store in Boulder, CO. The Pearl Street Mall location will open to the public on May 25 and will include all of its collections, including apparel for mountaineering, hiking, hunting, mountain biking and skiing.

“Since the brand’s 1929 inception in Norway , Norrona has strived to create the ultimate in performance product for outdoor pursuits and, as a result, has had a strong brand presence and connection with our Scandinavian and European market roots,” said Norrona CEO Jorgen Jorgensen. “With that as our foundation, our goal now is to expand throughout the United States, and this concept store is a major move toward bringing our story, brand and product to life for that American consumer.”

Norrona is a family-owned and operated outdoor brand built on a passion for the mountains and for advancing the boundaries of functional apparel and gear. Norrona’s in-house design and team strives to create products that meet the needs of their wide range of consumers—from downhill mountain bikers to mountaineers to occasional hikers—with an eye toward sustainability and conservation ethics.

“Over the past year, we have doubled down in our commitment to U.S. markets and launching the Norrona Boulder concept store will allow us to reinforce our brand presence on the Front Range and further integrate with its influential outdoor communities,” said Adam Chamberlain, USA sales manager.

In conjunction with the new retail store launch, Norrona has welcomed Patrick Gould to the team as the new store manager for the Norrona Concept Store Boulder. Gould previously worked as sales lead at REI Denver and is an avid climber, paddler and outdoor adventurer. Gould will be responsible for managing the new Boulder-based concept store and its accompanying sales team.