Norwegian outdoor brand Norrøna has officially entered the Chinese market by partnering with Topsports, a leading sportswear retailer in China. This collaboration will introduce Norrøna’s premium outdoor apparel and equipment to mainland China, Macau, and Hong Kong, with plans to open flagship stores in major cities such as Beijing and Shanghai.
Gaute Fonkalsrud, sales director at Norrøna, stated, “Our ambition is to open the first store soon, ideally by this fall. We’re confident we’ve found a partner that shares our values, and we look forward to Topsports positioning Norrøna as a compelling brand for China’s growing outdoor enthusiast community.”
Topsports is a well-established retailer with long-standing partnerships with over 10 global sports brands including Nike, adidas, Vans, and HOKA. Through its omni-channel network of directly operated stores, Topsports connects with more than 80 million consumers, aiming to provide authentic products, excellent service, and outstanding experiences to Chinese customers.
Iain Ding, vice president of Topsports, expressed, “We believe Norrøna is uniquely positioned to capture growth in China’s premium outdoor market with unmatched offerings. Our productive meetings with the Norrøna team at their Oslo headquarters have strengthened our confidence that this partnership will ensure a successful market entry and strong brand presence.”
Founded in 1929, Norrøna remains a family-owned company known for its innovation, durability, and daring design. The brand produces high-end gear for activities such as skiing, snowboarding, mountain biking, hiking, trail running, surfing, and mountaineering. All products are developed and rigorously tested in Norway to withstand some of the world’s harshest conditions.
Fonkalsrud added, “Establishing a presence in China has been a long-term goal, and Topsports is the perfect partner for this expansion. With support from our Norwegian team, Topsports will launch digital Norrøna stores in the region and begin preparations for physical store openings.”
This move complements Norrøna’s existing presence in North America, Scandinavia, Central Europe, and Asia, including expanding markets in Japan and South Korea.
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