Norwegian outerwear and adventure travel brand Norrøna enlists the help of Copenhagen/New York-based RICH & HANC to increase harvest from their potential. Norrøna will increase its brand awareness in the lifestyle community with the strategic support of the brand consulting agency RICH & HANC. We talked to Mads Faith Hancock owner and founder of RICH & HANC, about the next steps of the brand on its way to o be perceived more strongly as a lifestyle brand.
Norwegian outerwear and adventure travel brand Norrøna enlists the help of Copenhagen/New York-based RICH & HANC. Closing ranks with the internationally acting brand facilitator Norrøna aims to increase its brand awareness in the lifestyle community leveraging their strategic support, the company says to FASHION TODAV. Founded in 2012, the brand consulting agency works with a global perspective and with over 40 years of experience in the fashion industry. “I’ve always had my eye on Norrøna because the company is Scandinavian, family-owned and has almost 100 years of history. And yet it seems to fly under the radar when you talk about technical outdoor brands. They don’t follow trends or tendencies. They make good, honest products of the highest quality that serve a purpose,” says Mads Faith Hancock, owner and founder of RICH & HANC.
Founded in 1929, the Norrøna brand started with simple products such as canvas backpacks and leather straps and gradually gained prominence in international markets. “The only trend we follow is to use high quality materials that can be passed down through generations. RICH & HANC have a deep understanding of our industry. We are confident that they will be able to promote our brand so that more outdoor adventurers choose Norrøna and experience the quality, function and design for themselves,” said Gaute Fonkalsrud, Norrøna Sales Director. The first lifestyle collection was presented at Paris Fashion Week in January. We talked to Mads about how it was going in Paris and about the next steps of the brand on ist way to o be perceived more strongly as a lifestyle brand.
What distinguishes a lifestyle brand from an outdoor brand?
Mads Faith Hancock: “I think that ́s a very tricky question with no right or wrong answer, as you can ́t really define „Lifestyle“. 12 years ago nobody defined a brand as being lifestyle or even used the term to define a collection. Today that term is thrown around for the lack of a better word. Big city life is a lifestyle. Doing extreme sports is a lifestyle. Loving fashion is a lifestyle. Living of the grit is a Lifestyle and the list goes on. I think the most important as a brand is to stay true to your origin and serve the purpose you set out to”.
Why is this step into the lifestyle scene coming now of all times?
„Because the days of staying with just one distribution channel for a brand like Norrøna might be a little outdated. Loads of potential new Norrøna Consumers are not necessarily exploring our current distribution, but a more „one stop shop“ option, where they would pay a pair of sneakers, a cashmere knit and their new ski jacket instead of having to shop multiple places. This is getting more and more popular. Furthermore, this distribution will help getting our brand name more visible as this is a more exposed part of the retail industry than the traditional outdoor”.
From outerwear to fashion
Which markets are you particularly focusing on when expanding and how important is Germany?
“Germany, just like a lot of other big marketplaces are obviously important. However, it ́s important to stress that we are in this for the long run, and are looking to build quality distribution over quantity. We need to work with partners that can present and more importantly figure out how to sell technically advanced products. This is a marathon & not a sprint. Norrøna is almost 100 years old so we are not in a rush.“
What are the short and medium-term goals for the German market?
“We only work with long term goals, and for the sake of not being looked over our shoulder, we will keep that to our-self. But as mentioned before, we are only pursuing quality distribution, and will not deviate from the plan, even if some accounts may not be ready the first season. It takes time to build a brand in a completely new distribution channel. “
Why should retailers order Norrøna?
“Because it ́s not trying to follow any trends and tendencies. It ́s products that are serving an actual purpose. We are a 4th generation family owned company, always and strivingto do better along our supply chain when it comes to sustainability and transparency. And Norrøna is a front runner on a lot initiatives incl. better,cleaner manufacturing., You want a brand that ́s not distributed at all levels and most importantly being in the position to offer a superior product – then Norrøna is made for you. “
How did Fashion Week in Paris go for you? Are you happy with the response?
“Very well taking into consideration, that a lot of retailers never heard of the brand. We saw top tier retailers from all over the world and most of them where blown away by the rich history of the brand, the product and our long term strategy of how to position Norrøna“
Were there any new customers?
“Yes“
What happens now, what are the next steps?
“We stick to the long term plan we used the last 10 months to carve out. Patience and quality is the key here to success here. “
About
AboutIn 1929, the Norwegian Jørgen Jørgensen laid the foundation for the success of the NORRØNA brand with an unconditional pursuit of technical innovation and equipment for the harsh nature of Norway. Today the family business, based in Lysaker, Norway, is run by his great-grandson of the same name. The product range includes mountain sports, skiing & snowboarding, mountain biking, surfing and hunting.
