The Norwegian heritage knitwear brand is betting that Olympic momentum, hydropower-based production and two seasoned outdoor industry veterans can unlock a larger footprint in North American specialty retail — with a Fall/Winter 2026/27 push already in the pipeline.
Riding a wave of visibility from the Milano Cortina 2026 Winter Olympics — where the brand contributed to Norway’s strong medal haul — Dale of Norway has moved to strengthen its commercial infrastructure in the United States and Canada by appointing two experienced outdoor industry executives to lead the region.
Taylor Randall joins as General Manager for North America. He brings a background spanning sales leadership, product marketing and retail development across some of the sector’s most recognised names. Before taking the Dale of Norway role, Randall served as Head of Sales for Fjällräven North America, and held positions at Otterbox, GoPro and Obermeyer. A Colorado native and avid skier and cyclist, he will direct strategic growth and customer engagement across the North American market.
Alongside him, James Tarras takes on the role of Senior Sales Manager. A longtime Colorado resident with more than 12 years at Fjällräven — where he managed key accounts and large wholesale partners across the continent — Tarras brings deep fluency in speciality retail relationships. In his new role, he will focus on expanding Dale of Norway’s wholesale network in strategic speciality shops across Canada and the United States.
Olympic visibility
Dale of Norway has outfitted Norwegian national athletes since 1956, and the Cortina Games brought fresh global exposure for a brand that operates at the intersection of heritage knitwear and outdoor performance. The North American team plans to build on that visibility in the Autumn/Winter 2026/27 season with a new product range designed to reinforce the brand’s Norwegian provenance.
“Coupled with the brand’s deep heritage, a strong sustainability story with garments produced using hydropower, and timeless designs that showcase Norwegian culture, our North American team is focused on growing Dale of Norway’s community whilst building lasting retail partnerships,” Randall said in a statement released by the company on 23 February 2026.
How Fjällräven veterans plan to scale dale of norway’s north american footprint
The dual Fjällräven background of both executives merits attention. Fjällräven has grown a European heritage outdoor brand into a credible North American speciality retail proposition over the past decade — a trajectory Dale of Norway now appears to be pursuing. Drawing on talent with direct experience of that playbook suggests the brand has studied the model closely.
That Fjällräven connection also carries a sustainability dimension. North American wholesale buyers in 2026 increasingly treat environmental credentials as a procurement filter, not a marketing bonus. Dale of Norway’s hydropower-based manufacturing in Norway — at a time when much of the premium outdoor segment has shifted production to Asia — gives both Randall and Tarras a tangible differentiator in sales conversations.
Founded in 1879 in the Norwegian village of Dale on the country’s west coast, the brand produces knitwear — jumpers, jackets, home goods and accessories — in wool, positioning itself at the premium end of the outdoor and fashion retail spectrum.
