We localise Scandinavian outdoor brands in China — and then we scale them.

We are a Norway–China company that takes Scandinavian outdoor brands from purchase order to Chinese consumer. Import and customs, warehousing, eight stores across five platforms, the content that creates demand, and the people who answer your customers — all inside our own four companies. Nothing that matters to your brand is subcontracted.

Contact Us What we do →
~40
Scandinavian & European brands we distribute
8
Own stores across Tmall, Taobao, Xiaohongshu, Douyin & WeChat
120,900+
Followers in a community we built ourselves
4
Legal entities across Norway and China
25 KOL partners · 30 livestreams a month · 20 people across two countries · Building since 2022
The problem

The hard part in China is not finding a distributor.
It is finding one who owns the whole chain.

A chain with no owner

One company imports. An agency runs the marketplace store. A studio makes the content. Someone else answers your customers. Every link delivers its part. Nobody owns the result — and you are left holding the pieces.

Imported, but never explained

A translated product page on a marketplace. Chinese consumers do not yet know why your jacket costs what it costs, so price becomes the only argument in the room.

Volume that costs you your brand

Discount-led sell-through hits a number this quarter and removes your positioning next year. Growth that spends your price point is not growth.

Why our incentives are already aligned

We buy your stock.

Most of our brand relationships are straight distribution: we purchase, we import, we carry the inventory, we take the risk. You get a clean wholesale number and a partner whose own capital is already committed to selling your product properly.

It also means we cannot afford to be lazy with your brand. That is the point.

If you would rather keep the inventory and the pricing in your own hands, we can also work as a fee-plus-share operating partner. Both structures are on the table — the difference is who carries the risk.
How we scale you

We did not invent this ladder. We climbed it.

We started at rung one in 2022 as personal shoppers. We are at rung four now, with close to 40 brands. You can join at whichever rung you are ready for.

01

Cross-border pilot

Small volume through cross-border, a focused content test, and a category demand read. Designed to be stopped without cost if the answer is no.

What you get: evidence — demand, price sensitivity, and which product of yours China actually wants.
02

Community & content

Xiaohongshu, Douyin and WeChat. Product education rather than advertising, supported by KOLs who use this category. This is the rung most brands skip, and it is why they stall.

What you get: a Chinese audience that can explain your brand to a friend — plus a reusable content library.
03

General trade & platform scale

Proper import through our own import company, domestic warehousing, and eight stores across five platforms under one price architecture.

What you get: a Tmall presence, real sell-through, and bi-weekly SKU-level reporting.
04

Offline distribution

Specialist outdoor stores, outdoor clubs, and department-store pop-ups — where a premium technical price becomes credible and fit gets solved.

What you get: physical credibility, and a customer who has touched the product before paying full price.
What we do

Six functions. One chain. No handoffs.

01

Brand Localisation

Chinese name and trademark strategy, positioning that survives translation, price architecture across channels — and the discipline to hold it.

02

Sourcing, Import & Logistics

Purchasing, customs, certification, warehousing and fulfilment through our own import company. General trade or cross-border, whichever fits your stage.

03

Online Retail

Eight stores we operate ourselves: Tmall, Taobao, two on Xiaohongshu, two on Douyin, two on WeChat. One assortment strategy, one price ladder.

04

Content, KOL & Social

30 livestreams a month, 25 KOL partners who actually use this category, and a 120,900-strong community we built from scratch.

05

Offline Presence

Partner stores in Chengdu and Chongli, pop-ups in Beijing and Shanghai malls, and a small number of outdoor clubs. Chosen for the right customer, not for coverage.

06

Customer Management & After-Sales

Sizing advice, returns, warranty, private-traffic community. The part that decides whether someone buys from you twice.

In the market

Not a slide deck. This is the work.

Trade shows, brand events, retail floors and the creators who explain the product — run by our own team in China, for the brands we carry.

Troll Outdoor in China
Kari Traa at ISPO, China — the stand, the assortment and the sell-in.
Troll Outdoor in China
Our team on the floor. Buyers meet the people who will run the brand, not an agency.
Troll Outdoor in China
Brand events built around education — mountains, fabric, use case. Not a sales pitch.
Troll Outdoor in China
Community events where customers can handle the product before they pay full price.

Where your product sits offline.

Specialist outdoor stores, chosen rather than counted. A premium technical price is easier to accept in a room where someone can explain it, and where the brands on the next rail are the ones you want to be next to.

Troll Outdoor in China
4+2 Outdoor, Chongli — China's ski capital and the 2022 Winter Olympics venue.
Troll Outdoor in China
A store built to be stayed in, not walked through — where product education actually happens.
Troll Outdoor in China
The company your brand keeps on the rail matters as much as the price on the tag.

The people who explain your brand.

Twenty-five industry KOLs we work with — creators who use this category rather than pose in it. They are on the ice at altitude and on the sofa at home, and they can tell a Chinese audience which wool, which fit and which conditions. That is the difference between a product being imported and a product being understood.

Creator content in China Creator content in China Creator content in China Creator content in China Creator content in China Creator content in China
Brands

We hold distribution for close to 40 Scandinavian
and European outdoor brands.

Kari Traa · Haglöfs · Houdini · Dale of Norway · Janus · Tufte · Johaug · Ennue Studio — and around thirty more, across wool base layers, insulation, hardshell, ski and children's outdoor.
Contact

Talk to us about your brand.

Tell us what you make and where you are with China. We will tell you honestly whether we think it works — including when we think it does not.

Email contact@trolloutdoornorway.com
Norway+47 45 67 90 51
China+86 138 9000 6020
LinkedIn Troll Outdoor AS
OfficesAskim · Chengdu · Hangzhou