Aclima Wool Weekend promotion in Oslo
Woolmark recently supported a three-day Aclima Wool Weekend event in Oslo to promote sales of the Norwegian brand’s Merino wool apparel at outdoor retailer Naturkompaniet in the Nordics.
Founded in 1939, Norwegian company Aclima is a Woolmark licensee that specialises in making innovative and functional Merino wool clothing for the outdoor sports market.
In September, Woolmark supported an initiative between Aclima and outdoor retailer Naturkompaniet to increase consumer awareness of the natural and performance benefits of Merino wool and, importantly, increase sales of Merino wool clothing.
Naturkompaniet (which translates as Nature Company in English) has more than 50 stores in Sweden and Norway as well as an online store. It is owned by the Fenix Outdoor group which also owns outdoor retailers Friluftsland in Denmark, Partioaitta in Finland, Globetrotter in Germany, and Trekitt in the UK. Fenix also owns several outdoor brands including Fjällräven.
A highlight of the in-store and digital campaign was a three-day consumer-focused event titled Aclima Wool Weekend x Naturkompaniet x Woolmark held in Naturkompaniet’s store in Oslo, Norway, to promote the benefits of wearing wool, how to take care of wool garments, the meaning of Woolmark certification and, importantly, increase sales of Aclima’s wool products.
Naturkompaniet shop floor staff were trained about wool, Woolmark certification, and the Aclima wool products, so they could advise customers with confidence. Promotional displays were also placed in highly visible areas of the store to promote wool.
Naturkompaniet store staff (wearing wool T-shirts with the Woolmark logo) advising customers about Aclima’s range of Merino wool products at the Aclima Wool Weekend event held in Oslo, Norway.
In addition to the retail event, 200 guests attended an inspiring lecture by Norwegian explorer and national hero Jens Kvernmo, who told the audience about his travels in Greenland, Canada and Mongolia, and also talked about the advantages of wearing Merino wool on his expeditions.
Famous Norwegian adventurers and wool ambassadors Stine Mikalsen and Karen Kyllesø were also present. In January, 21-year-old Karen Kyllesø made history by becoming the youngest person to ski solo and unsupported to the South Pole, a record she broke by an impressive six years. She undertook her journey while wearing Aclima’s wool gear, which she promoted on her Instagram channel (@friluftsjenta).
Woolmark Marketing Manager AGS and Nordics, Nicki Arndt, says the collaboration between Naturkompaniet, Aclima and Woolmark was a great opportunity to increase consumer awareness about Merino wool, promote Aclima’s commercially available wool products at retail, and strengthen Woolmark’s presence in the Nordics market.
“Aclima is a highly recognisable brand in the market which is very supportive of our aim to promote the natural benefits of Merino wool and the meaning of quality behind the Woolmark brand,” Nicki said. “The multi-collaboration also gave us an introduction to the Fenix Outdoor group with which we can hopefully build a strong relationship and collaborate further with Naturkompaniet and its other brands which are leading players in the outdoor and travel market.”
More information: www.aclima.com
Aclima wins True Scandinavia Award
Aclima’s award-winning 100% Merino wool WarmWool Motion Roll Neck top.
In December, Aclima was presented with the prestigious True Scandinavia Award at the Scandinavian Outdoor Awards for its WarmWool Motion Roll Neck, which was launched in October. This 100% Merino wool product, for men and women, is a slim fit top with a high collar that is suitable as a base-layer on cold days for activities such as hiking and cross-country skiing.
The WarmWool fabric is jacquard knitted, providing exceptional stretch and comfort as well as effectively managing moisture so the wearer is never too hot or cold. The garment also has an extended back panel for extra coverage and flatlock seams to prevent chafing and enhance comfort.
The fabric has a unique pattern that is inspired by dynamic shapes and lines found in nature, like snowdrifts formed by the wind or annual rings in a tree trunk. The appealing design makes it perfect for relaxing after being active. During production, Aclima cuts the fabric as efficiently as possible meaning the pattern will vary from garment to garment, making every product unique.
The Scandinavian Outdoor Awards jury stated: “For Scandinavians, being outside is not just an activity, it is part of their lifestyle and heritage. The WarmWool Motion Roll Neck is a great example for this true Scandinavian mindset since it is more than just another top made from Merino wool. Thanks to its jacquard knitted, super stretchy and cozy fabric it hugs the body like a second skin, allowing you to move freely.”
This article appeared in the Autumn 2025 edition of AWI’s Beyond the Bale magazine that was published in March 2025. Reproduction of the article is encouraged.
