Amundsen Sports, the Norwegian technical and lifestyle apparel brand that stormed the U.S. market in 2017, has announced a significant brand presence in the heart of Boulder, Colorado. With a new home east of Pearl Street’s walking mall and situated in a gas station from 1928 better known as “Joe’s Paint & Body Repair,” Amundsen’s Clubhouse represents the latest expansion into its fastest growing market.
Housed on the corner of 23rd and Pearl Street, Amundsen’s Clubhouse has gone through a full renovation and is ready to highlight the spirit of Amundsen alongside a complete line of Amundsen’s latest technical and lifestyle apparel. Included in the experience is a curated collection of museum-worthy outdoor gear from years past.
“We built it ourselves and it took us four weeks of continuous work,” says Christian Lovenskiold, head of the North America Operations for Amundsen. “Since our expansion into the U.S. started back in 2017, we have dreamt of our own clubhouse. We are all about matching community with the passion of Amundsen and we finally have a space to bring that to life.”
With a rustic feel and a nod to the roots of outdoor adventure, Amundsen’s Clubhouse stands in stark contrast with the glitzier outdoor brand storefronts further west on Pearl. Wooden barn-board walls, hand-burnt and painted with pine tar and oil to give a rich red mahogany hue, set the rustic Nordic theme just right.
Roald Amundsen’s legacy can be felt as you browse through books, photos and apparel. To help round out the feel, climbing legend and outdoor gear pioneer Gary Neptune has contributed a selection from his museum of vintage pickaxes, climbing boots and wooden skis. The result is a time machine, blending the old with the new, into an outdoor lifestyle that reflects Amundsen’s place in the industry.
“Amundsen’s slogan is ‘Play Well,’ built on the belief that being an outdoor brand is not all about being extreme and pushing the limits but also about having fun and enjoying nature as one big playground. We want to contribute to the industry in an informal and personal way. Our brand is unconventional, and we prefer to do things ourselves and at a reasonable cost. Here we will highlight the passion of a legacy drawn down for generations after the late Roald Amundsen,” Lovenskiold said.
The Clubhouse serves many purposes, including an office space for the day-to-day North American business operations, a showroom for retailers to get a feel for the brand and their products, and an event space where locals can come for a fully immersive brand experience.