Norwegian Ski Outerwear Company Buys Luxury Yacht

Originally posted on Powder | By Ian Greenwood | Last updated Oct 31, 2024 3:01 PM ET

Norwegian ski outerwear brand Norrøna is known for producing tough jackets and pants preferred by backcountry adventurers and resort shredders alike. Now, the brand has a yacht.

Norrøna picked up the sailing vessel to supplement the adventure travel programs it offers.

“We’ve considered having a Norrøna Adventure sailboat for a few years now and were thrilled when we found this boat for sale,” said Jørgen Jørgensen, leader and fourth-generation owner of Norrøna. “The original boat was designed and built in Norway and is perfectly equipped for incredible days on the sea.”

The boat’s currently being refurbished. When it sets sail in March 2025, it’ll include four cabins (with their own bathrooms), a fireplace, and, get this, wood-fired hot tubs. In the updated galley, an on deck chef will whip up meals. “Picture yourself enjoying delicious culinary creations crafted from the freshest local ingredients with a menu created by a michelin star awarded chef,” reads a blurb from Norrøna’s website.

The Varg is scheduled to sail year-round, taking six to eight travelers on journeys that focus on backcountry skiing, hiking, and biking.

“The opportunities for adventure are endless with the addition of Varg, whether individuals want to experience the midnight sun of the summers, the Northern Lights, or the long ski season,” said Jørgensen. The Varg augments Norrøna’s future adventure program plans, which include the opening of several lodges in Northern Norway. Jørgensen said guests will be able to sail from lodge to lodge.

Norrøna’s foray into the guided trip market began in 2022 when it acquired Hvitserk & Eventyrreiser—an established adventure travel company—and created Norrøna Adventure. The outdoor-sport focused itineraries include mountaineering, ski touring, biking, hiking, and kayaking.

Norrøna isn’t the only outdoor clothing and gear company to branch into new, adjacent markets. REI, too, has a travel division, offering adventure-oriented trips to locales like Alaska and the Grand Canyon. In 2012, Yvon Chouinard, of Patagonia fame, launched Patagonia Provisions, which sells crackers, pasta, and tinned seafood.

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This article first appeared on Powder and was syndicated with permission.

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