OSLO, Norway (Jan. 15, 2020) — Norrøna, the four-season Norwegian outdoor brand renowned for its premium and sustainably built outerwear, has become the majority shareholder in Hvitserk of Norway creating Norrøna Hvitserk Adventure. The newly launched adventure travel company offers year-round tailor-made excursions throughout Norway by foot, ski or kayak that are unique, engaging and explorative adventures through nature.

“We are happy and proud to be able to develop Norwegian tourism together with Norrøna, with a long experience and passion for taking people on adventures in nature, our goal is to show our guests something unique and special within Norwegian nature,” says CEO and Co-Founder of Hvitserk of Norway Marit Vidnes. “Norrøna and Hvitserk share many core values, including our enthusiasm for nature experiences and care for our environment, and we have great hopes and expectations about where this new partnership will take us.”

Norrøna, a family-owned and operated outdoor brand built on a passion for the mountains, has been advancing the boundaries of functional apparel and gear for over 90 years. In recent years, the brand has focused on indentifying ways to offer its users access to outdoor experiences. With the launch of Norrøna Hvitserk Adventure, Norrøna is now able to offer these experiences, along with the best gear to get them there.

“Our brand vision is ‘Welcome to Nature’. We want all of our users to have incredible experiences in the great outdoors, and we are working day after day to create the best outdoor products in the world to support these adventures,” says Norrøna CEO Jørgen Jørgensen. “The launch of Norrrøna Hvitserk Adventure, is the start of a tremendously exciting journey in the field for Norrøna and allows us to become the leading provider of unique travel experiences in Norway, all while providing them with the best outdoor products to use and wear.”

Norrøna Hvitserk Adventure maintains over 40 years of experience taking people on trips around the world, and has spent the last few years focusing solely on small group travel within Norway. The adventure travel company offers year-round excursions throughout the nation by foot, ski or kayak. For more information on Norrøna Hvitserk Adventure and its adventures, please visit: https://hvitserk.norrona.com.

Please direct media inquiries to Account Manager Madeline Fones at madeline.fones@rygr.us.

About Norrøna: Norrøna is an iconic, family-owned, outdoors brand based in Oslo, Norway. In 1929, Jørgen Jørgensen founded the company to craft the best outdoor gear and apparel for the wonderfully diverse geography and extreme weather conditions of Norway. Norrøna has sought to continually redefine the promise of function, quality and finish in the outdoors for 90 years. Today, Norrøna continues to strive towards this definition of excellence, while also driving solutions to the environmental crisis through bold sustainability goals. For more information visit www.norrona.com.

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