Outdoor brand Norrøna has announced that it will open a new flagship store in London in the autumn, with prestigious St James’s end of Regent Street as the location.

The company’s chief executive, Jørgen Jørgensen, said the new store would be on “one of the most iconic streets in one of the world’s most important and inspiring cities.”

He said this opening would mark an important step in building up the Norwegian brand’s international presence.

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