Norwegian lifestyle brand PURENorway makes sustainable move with MDR and King Features

King Features Syndicate is to represent the Norwegian outdoor lifestyle brand, PURENorway through a merchandise, advertising, and promotions programme across the US and Canada.

The deal marks one of the first lifestyle brands to join King Features’ ever-expanding portfolio of licensed properties. PURENorway represents the Nordic ideals of beauty, quality and practical, eco-friendly living.

Timed to the current trend of Scandinavian influence on US fashion and lifestyle, King Features is activating the Nordic brand in North America for the first time; seeking partners for PURENorway in apparel, accessories, home goods and outdoor gear.

Since 2005, PURENorway has worked to bring environmentally friendly products aimed at active living to consumers around the world. Throughout Europe, PURENorway has developed a reputation based on its high-quality products designed to last a lifetime.

“The addition of PURENorway to our portfolio expands King Features’ reach within the apparel and accessories categories while presenting us with opportunities to broaden our consumer base and do some social good,” said Carla Silva, vice president and general manager, global head of licensing, King Features.

“As we build our programme for retail in the U.S. and Canada, we’ll be looking for partners that value the development of quality, eco-friendly products.”

The foundation of the PURENorway brand is its commitment to fostering a cleaner environment for future generations by reducing plastic use through eco-friendly manufacturing and by donating one per cent of proceeds to the PURENorway Foundation, working to help clean up plastic in the North Sea.

PURENorway believes in the responsibility to protect the planet for the next generation and works toward the Sustainable Development Goals (SDGs) defined by the United Nations in order to achieve a better and more sustainable planet by 2030.

“We are proud to announce that King Features will represent PURENorway in the United States and Canada,” said Henrik Knape, head of global business/partner, PURENorway.

“This is a very important cornerstone in our international strategy for PURENorway, and we know that there’s great potential for the brand with King Features as our agent.”

PURENorway joins beloved Finnish literary and art brand, Moomin, and Icelandic property, Tulipop, in a string of new IP acquisitions for King Features as it continues to grow its roster of licensed properties.

Meanwhile, MDR Brand Management has entered into a joint venture partnership with the brand to launch an ethical canned water brand, PURENorway Water.

Headed by CEO Daniel Avener, MDR has led on all aspects of the strategic development of the brand as well as establishing a multi-tiered global distribution network.

Captured at source from the ancient glacial belts of Norway and filtered naturally through marble, the water is responsibly produced and packaged in recyclable aluminium cans.

Alongside still and sparkling variants, PURENorway Water will be available in a number of sparkling natural flavours: green tea and peach, citrus, watermelon, ginger and lemon, and orange. The brand will launch at retail in Q1 2020, with distribution already secured in the UK, China, Japan, South East Asia and the Middle East.

A social media and advertising campaign with engaging and ethical messaging will support the launch of the PURENorway Water.

The brand will also donate one per cent of turnover to the PURENorway Foundation, which will help fund projects and organisations aligned to its mission to protect the sea from plastic waste.

Daniel Avener, CEO at MDR Brand Management, said: “This is MDR Brand Management’s first equity investment into a brand, and we have selected one that shares our values and with a strong environmental ethos.

“PURENorway has built its brand on lifestyle products inspired by Norwegian’s natural landscape, using environmentally friendly and recycled materials and ethical labour. Through this venture, we are capturing the essence of Norway, the sustainable way.

“PURENorway Water marks its first foray into the food & beverage sector and we are excited to partner on the launch of this innovative, eco-conscious product.”

Even Ovnerud, managing director at PURENorway Water, concluded: “We are very pleased to have teamed up with MDR Brand Management as a partner. Building a global brand within the food & beverage industry requires knowledge and network – MDR Brand Management have proven that they possess them both, and that they share our values regarding sustainability.”

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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