A new Norwegian outdoor retailer that is also trading over the internet, Nansensport, has opened a store just outside of Oslo, selling products from its own brand, called 86° 14'N. The focus is on reasonably priced outdoor gear. Fridtjof Nansen, a grandson of a famous polar explorer, and an industry veteran, Arnt Aaserud, own the company. Nansensport currently offers a collection of roughly 60 outdoor clothing products under the 86° 14'N brand. The goal is to differentiate itself from other players in the market through unique designs, classic fits and innovative solutions at lower price points. Nansensport has started with a full commitment to both its physical store and its online store, and the initial response is reported to have been good. Depending on how sales develop over time, the owners expect the business to become more online-based in the long term.