Norrona, the four-season Norwegian outdoor brand renowned for its premium and sustainably built outerwear, opens the doors of its third global flagship brand center in the SoHo neighborhood of New York City on December 6. Joining flagship stores in Oslo and Stockholm, the Greene Street location will feature Norrona’s full assortment of technical outerwear, including apparel for mountaineering, hiking and downhill skiing.
“There is no city on Earth that matches the pace and importance of New York for companies investing in brand retail experiences and we are thrilled to celebrate 10 years of Norrona brand centers in SoHo next month,” said Norrona CEO Jorgen Jorgensen. “While we have designed and produced product purpose-built for the most extreme environments on the planet for almost 100 years, our outerwear is as at home in the northern reaches of Scandinavia as it is in Manhattan. Norrona’s Greene Street store—our 24th brand retail store globally—will complement the footprint we already enjoy in New York with our strong retail partner Paragon Sports, offering consumers a new opportunity to interact on a deep level with our brand, including our foundational focus on corporate social responsibility.”
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 team strives to create product that meet the needs of its wide range of consumers—from downhill skiers to mountaineers to the occasional hiker—with an eye toward sustainability and conservation ethics. The brand has developed a strong brand presence in Scandinavian and European markets over the past 90 years and has recently begun importing to the United States.
“While we have patiently grown our fanbase in the U.S. for a decade, 2019 is a seminal moment in Norrona’s regional strategy. The grand opening in SoHo caps off a year during which we meaningfully expanded our retail partnerships, internal sales team and opened our first U.S.-based brand center, on Pearl Street in Boulder, Colorado,” said U.S. Sales Manager Adam Chamberlain. “The addition of the Norrona Flagship Store New York City signifies the brand’s commitment to growth in the country and will provide a space where visitors can explore the world of Norrona and complete product line firsthand.”
Stacy Lockhart, an experienced New York City retail leader, has been tapped to captain Norrona Flagship Store New York City as store manager. Lockhart cut her teeth with stints at NYC fashion retailers, Jack Rabbit Sports, and Paragon Sports.
“Stacy is experienced, a great communicator, a Norrona fan, and she has a great handle on NYC retail. She is the ideal leader for our SoHo store,” said Chamberlain.
Located at 67 Greene Street, the Norrona Flagship Store New York City will be open seven days a week starting December 6. The store will feature the full year-round Norrona apparel and gear collection, a display chronicling the brand’s history and philosophy on sustainable design, an installation showcasing Gore-Tex® technology and design of the classic lofoten Gore-Tex Pro Jacket, and a community gathering space.
