Norrøna, the Norwegian outdoor company, has launched an entity focusing on innovation, Norrøna Q, to complement its wholesale and retail activities. Norrøna Q primarily consists of a research and development center established at the group's head office in Lysaker, near Oslo. The company explains that the entity is meant to come up with a new generation of products, services, business models and “playgrounds” for Norrøna. For this purpose, the Norwegian company is currently recruiting IT developers, engineers and project managers. Jørgen Jørgensen, the fourth generation owner and chief executive of Norrøna, said that the entity was intended to strengthen the group's innovation, particularly in the digital area.