Norrona Adds Canadian Sales Representation To Expand North American Sales Efforts

Norrøna, the four-season Norwegian outdoor brand known for its sustainably built premium outerwear, announces a partnership with Canadian sales representative Ryan Letchford, founder and lead representative of Squamish-based Wabi Sabi sales agency. Letchford will represent the brand across Canada, bringing more than 20 years of experience with Canadian brands and relationship building.

“Ryan has an outstanding track record of business development by building trusted retail relationships across Canada with proven sales strategies and expertise,” says Gaute Fonkalsrud, global director of sales at Norrøna. “As we continue to invest and expand efforts in North America, it is only natural that we would grow our investment into the Canadian market as well.”

The addition of Letchford marks an expansion of sales support across North America. Earlier this year, Norrøna announced that it would add three key regional U.S. partners to its sales team, including Summit Sales NW in the Pacific Northwest, Black Dog Sales Group in the Rocky Mountains and Intermountain West, and Bluebird Sales Group in the Northeast.

“Norrøna has been a trusted and beloved global brand for many years, and we’ve worked hard to build stronger communities  in North America,” says Frode Sande, account manager of new markets at Norrøna. “Canada is a very important market to us, and after much research and deligence, it became clear that Ryan is the right person to lead our expansion into that market.”

Prior to launching Wabi Sabi this year, Letchford spent 21 years with Arc’teryx, most recently serving as Canadian sales manager. He was instrumental in growing a cult following for the technical apparel brand from its niche beginnings in climbing and backcountry skiing.

“Norrøna’s attention to detail, construction and fearless design ethos speaks to me,” says Letchford. “The brand closely aligns with my passions and dreams, which include alpine landscapes, deep turns, loamy trails, and the open ocean. I’ve found kindred spirits at Norrøna and I’m motivated by the opportunity to develop a fresh, authentic brand with specialty ski, outdoor and mountain bike shops across Canada. I’m honoured that Frode and Norrøna have given me the opportunity to represent and grow the brand in the Canadian market.”

New and existing retail partners may inquire about sales support with the below contacts:

• Canada Key accounts, general inquiries and business development – Ryan Letchford at ryan@wabisabisales.com
• USA Key accounts, general inquiries and business development – Adam Chamberlain at chamberlain@norrona.no