Outdoor brand Norrøna has opened a new concept store in Boston. The Norwegian brand said its team had worked hard to open the new store in time for the 2024 Boston Marathon, which takes place on April 15.

Norrøna’s store opened on the Friday before the event, with the city’s Newbury Street as the location.

Its retail director, Bård Kvamme, said: “We have worked intensively to able to open before the Boston Marathon, and we made it. Nothing beats the feeling of seeing a retail project coming to life, and of seeing the first customers enter the space.”

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