Why it belongs in ORBIS
Norwegian outdoor-gear house founded 1929 by Jorgen Jorgensen as J.J. Norrona Sporting Goods and Leather Factory; still family-run four generations later, headquartered in Lysaker near Oslo.
Norrona was founded in 1929 by Jorgen Jorgensen, who started J.J. Norrona Sporting Goods and Leather Factory to make outdoor gear suited to Norway's harsh terrain. The company folded in 1933 during difficult times but Jorgensen restarted it within the year. Four generations later, Norrona is still family-operated, now headquartered in Lysaker, Norway. Each Norrona product line is traditionally named after a Norwegian place associated with its intended use - the lofoten collection, for instance, is built for freeride skiing and takes its name from the Lofoten islands, but is a product-line name rather than the company's origin.