In 2018, Norway's Amundsen Sports doubled its turnover and had its best results ever, according to Sportfack. Sales for the year totaled 36 million Norwegian Krone (€3.7m-$4.3m), with the demand from Europe and the U.S. on the rise. Roughly half of the company's online sales of NOK 6 million (€0.6m-$0.7m) came from abroad.
Overall, Norway is still the largest market for Amundsen Sports and accounts for about two-thirds of sales. The brand has a good foothold in ski destinations, yet is mainly found in stores located in the big Norwegian cities, with Anton Sport as its largest customer. Today, Amundsen's products are sold in 55 stores in Norway, yet interest from the American market is increasing.
To keep control of the brand, Amundsen rejected an offer from a large American online retailer and established a U.S. subsidiary in 2017. The business in the U.S. expanded from one retailer in 2017 to 16 in 2018. During 2019, the products of Amundsen should be available at 25 retailers in the U.S.
A long-term business strategy and unique product design have given the Norwegian brand a place among exclusive niche suppliers. This past summer, Amundsen Sports received a five-page profile in the magazine Monocle, which gave it a significant boost, in online sales and otherwise.
The brand name itself attracts a lot of interest, as it is connected with the history of Roald Amundsen, the famous Norwegian explorer who conquered the South Pole before everyone else in 1911. He lived with the Inuits to study how they were able to survive in cold weather.
The company was founded in 2009 in Oslo by his grandson Jørgen Amundsen, who started off as an industrial designer, and a friend of his, Erik Friis. They had been competing in the same ski club in Oslo and traveled together in Patagonia.
Amundsen Sports quickly made a name for itself by bringing out an updated, more technical version of the traditional knickerbocker, which the two founders tested in Antarctica before putting it on the market.