According to Sportfack, the Swedish outdoor chain Naturkompaniet plans to open both an e-commerce shop and stationary stores in the Norwegian market later this year. CEO Henrik Hoffman sees great opportunities in the expansion. In neighboring Finland, Naturkompaniet is already represented under the name Partioaitta. Recruitment and preparations are reportedly underway. Naturkompaniet, like Partioaitta, is part of Frilufts Retail Europe, which also owns Friluftsland (Denmark) and Globetrotter (Germany), and is part of Fenix Outdoor, which owns the brands Fjällräven, Tierra, Primus, Hanwag, Brunton and Royal Robbins. Other than these, Naturkompaniet in Norway, just like in Sweden, will sell brands like Patagonia, Hilleberg, Icebreaker, North Face and Norröna. Naturkompaniet currently operates 35 stores.
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