Norwegian outdoor brand Norrøna has agreed a deal with The Crown Estate to open a 3,500 sq ft flagship store at 15 Regent Street.
The new store will offer the complete assortment of Norrøna’s apparel and equipment.
Jørgen Jørgensen, fourth-generation owner and leader of Norrøna, said: “London is one of the world’s most important and inspiring cities. We are extremely proud and humbled to now have the opportunity to establish a Norrøna HUB in the famous Cunard House at 15 Regent Street. This address, and this building, has a long and rich history. It is a great pleasure and honour to collaborate with The Crown Estate, which owns the building, and we look forward to welcoming everyone inside after the summer.”
Bård Kvamme, retail director at Norrøna, added: “For all of us who work at Norrøna, opening a flagship store in London is exceptionally significant. Not only because Norwegians and Britons share such close ties, but also because we can now truly affirm our presence in one of the world’s most important hubs for shopping and experiences. We already have stores in New York, Beijing, Munich, Zurich, Chamonix, Oslo, and Stockholm – just to name a few of our over 40 locations. London is, in many ways, the crown jewel of our retail store portfolio.”
Will Hodge, senior leasing manager at The Crown Estate, said: “The introduction of Norrøna marks another natural evolution in Regent Street’s storied retail history. We are always looking to evolve our offer across our portfolio and strengthen our position as the destination of choice for premium outerwear. We are looking forward to seeing this brand flourish in the heart of the West End.”
