Norrøna Acquires Luxury Paradise for Mountain Bikers
In a recent purchase, the Norwegian outdoor brand is the new owner of the Canvas Hotel Telemark
OSLO, Norway (April 20, 2023) — Norrøna, the four season, family-owned Norwegian manufacturer of premium apparel and gear, has acquired the Canvas Hotel Telemark. A paradise for mountain bikers, with more than 100 kilometers of slickrock trails connected by singletrack, the property features luxury yurts for glamping, as well as freshly prepared meals, and biking guides to accommodate all experience levels. The purchase is a major milestone for Norrøna’s tourism investments and is the first overnight accommodation integrated into the company.
Previous owners of Canvas Hotel Telemark, Jan Fasting and Vebjørn Haugerud, will continue as co-owners. “What Norrøna will bring to Canvas is exciting for all nature enthusiasts, especially for the mountain biking community,” said Jan Fasting, co-owner of Canvas Hotel Telemark. “We are excited to expand our international reach with Norrøna’s capabilities and are prepared to exceed guests’ wildest expectations.”
Canvas Hotel Telemark is reminiscent of a safari lodge, with traditional Kyrgyz yurt-style tents and specially designed house tents dotting the landscape. Because of the slickrock that makes up a vast part of the surrounding terrain, the surrounding area offers some of the most incredible mountain biking trails in the world.
“I have been to Canvas Hotel Telemark at least once a year since it opened. I think it’s such a unique and raw place to be. It gives so much peace of mind, and there is such nice and wonderful trail cycling there,” said Jørgen Jørgensen, managing director and fourth-generation owner of Norrøna. “I am very proud that we have now brought the team and the location into Norrøna Adventure.”
To celebrate the purchase, Norrøna is offering the chance to join the company for two exclusive days of mountain biking with brand ambassadors, testing gear and other surprises, for 25 loyalty members. To sign up, please visit www.norrona.com/en-GB/events/mountain-biking-at-canvas/.
For more information about Canvas Hotel Telemark, please visit canvas.norrona.com/en.
For media inquiries about the Canvas Hotel Telemark and Norrøna, please contact Rob Steffens at rob.steffens@rygr.us.
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About Norrøna: In 1929, Jørgen Jørgensen, a Norwegian outdoor enthusiast, began his search for durable outdoor equipment to perform in Norway´s harsh and rugged land. Starting with simple innovations such as leather straps, canvas backpacks and cotton clothing, he set Norrøna’s direction: To search for the best in technical advancements and to create the ultimate performance products. Today, four generations later, Norrøna is still a family-owned and run company and a leader in the growing market of sustainable sportswear.
About Norrøna Adventure AS: Norrøna’s travel company, who is the majority owner of the companies Norrøna Hvitserk Adventure AS, Nor AS and Int AS. Three sister companies who operate adventure travel for smaller groups in Norway and in more than 50 other countries. Activities offered by Norrøna Adventure include: hiking, climbing, summit tours, trail cycling, diving, fishing, northern lights tours, kayaking, surfing, windsurfing, foiling, hunting, dog sledding and mountain skiing.