Norrøna, the four-season Norwegian outdoor brand, will open 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 Norrøna’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 Norrøna brand centers in SoHo next month,” said Norrøna CEO Jørgen Jørgensen. “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. Norrøna’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.”
“While we have patiently grown our fanbase in the U.S. for a decade, 2019 is a seminal moment in Norrøna’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,” says U.S. sales manager Adam Chamberlain. “The addition of the Norrøna 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 Norrøna and complete product line firsthand.”
Stacy Lockhart, an experienced New York City retail leader, has been tapped to captain Norrøna Flagship Store New York City as store manager. Lockhart cut her teeth with stints at NYC fashion retailers, Jack Rabbit Sports, and Paragon Sports.
Located at 67 Greene Street, the Norrøna Flagship Store New York City will be open seven days a week starting December 6. The store will feature the full year-round Norrøna 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.