Norwegian outerwear brand Norrøna is opening a new flagship store in the Norwegian capital.
The brand’s headquarters covers a total area of 3,000 square meters. Under the roof of a former paper factory in Lilleaker, a district of Oslo, there is not only a sales area but also event rooms and an in-house restaurant.
“We told ourselves that we could create the craziest, coolest retail concept in the world if the right conditions were in place. And now we’ve done it,” said Jørgen Jørgensen, Norrøna CEO and fourth-generation owner, in a statement on Tuesday.
The 800 square meter retail space presents the brand’s entire collection and houses ‘REuse’, the label’s first second-hand shop.
A ‘Storm Lab’, tested by outerwear specialist Gore-Tex, has also been set up in the new store, where customers and Norrøna’s designers can test the products under environmental conditions.
The entire headquarters area tells stories from the 94-year history of the family business. Visual storytelling is used to report on expeditions, the development of various collections and the brand’s design philosophy.
The new second-hand shop integrated into the flagship store is part of the ‘Norrøna RE’ initiative, with which the company wants to implement a circular economy for its products. Visitors can drop off their Norrøna products for repairs or have them adjusted for a better fit. Worn clothing from the label can be handed in for recycling at the headquarters. A rental service allows products to be tested before purchase.
The event room of the house offers space for 130 guests. The in-house brasserie will open next year.
