Norwegian outdoor brand Norrøna has officially entered the Chinese market through a new partnership with leading Chinese sportswear retailer Topsports. The collaboration will bring Norrøna’s premium apparel and equipment to China mainland, Macau, and Hong Kong, with flagship stores planned in major cities such as Beijing and Shanghai.
“Our ambition is to open the first store soon, ideally by this fall,” said Gaute Fonkalsrud, sales director at Norrøna. “We’re confident that we’ve found a partner with shared values, and we look forward to seeing Topsports position Norrøna as a compelling brand for the growing number of outdoor enthusiasts in China.”
Topsports is a well-established retailer with long-term partnerships with more than 10 global sports brands including Nike, adidas, Vans, and HOKA. Through its omni-channel ecosystem of directly operated stores, Topsports connects with more than 80 million users and aims to deliver authentic products, excellent service, and exceptional experiences to Chinese consumers.
“We believe Norrøna is uniquely positioned to capture growth in the premium outdoor space in the Chinese market with unparalleled propositions,” said vice president of Topsports, Iain Ding. “We’ve had a series of productive meetings with the Norrøna team at their Oslo headquarters and are confident this partnership will result in a solid market entry and strong brand positioning.”
Founded in 1929, Norrøna is a family-owned company known for innovation, durability, and bold design. The brand crafts high-end gear for skiing, snowboarding, mountain biking, hiking, trail running, surfing, and mountaineering. All products are developed and tested in Norway to perform in the world’s harshest conditions.
“Establishing a presence in China has been a goal for some time, and Topsports is the ideal partner to work with on this expansion,” said Fonkalsrud. “With support from our Norwegian team, Topsports will launch digital Norrøna stores in the region and begin planning for physical store openings.”
This expansion complements Norrøna’s existing distribution across North America, Scandinavia, Central Europe, and Asia, including growing markets in Japan and South Korea.
About Norrøna: In 1929, Jørgen Jørgensen, a Norwegian outdoor enthusiast, began his search for durable outdoor equipment to perform in Norway´s harsh and rugged land. Starting with simple innovations such as leather straps, canvas backpacks and cotton clothing, he set Norrøna’s direction: To search for the best in technical advancements and to create the ultimate performance products. Today, four generations later, Norrøna is still a family-owned and run company and a leader in the growing market of sustainable sportswear. www.norrona.com
