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Bergans goes back to its roots at IWA OutdoorClassics 2025
The winter sun glints through the bare branches of the trees and undergrowth. A chilling wind whips across the snowy mountain peaks away in the distance. A lone hunter slowly creeps his way along the trail. He has birds on his mind. After settling into position and loading his gun, he waits patiently for his moment. With a flutter of wings, a crack rings out, his target is hit. This success adds to what has been a productive day with several birds ready to take home for the pot, but how will he carry them all? This frustration has happened one too many times to Ole Ferdinand Bergan. He’s a resourceful type. Some have even taken to calling him an inventor. This latest frustration will lead him to an idea that will change hunting and also many other outdoor exploits forever. Later that year, in 1908, Ole created what is widely regarded in Norway as the first-ever hard-framed backpack and the brand Bergans of Norway will be born…
“Ole was an amazing inventor, but realised that he needed help to make a business out of this brilliant invention,” explains Jon Gregertsen, Sales Director of the modern-day Bergans of Norway company. “He partnered with a local family, patented his design, and soon after got the product to its first commercial launch. Just a few years later in 1911, Ole’s carry system was used by intrepid explorer Roald Amundsen on his expedition to the South Pole. After that, the company started to get military contracts and the system was used by countless hunters and explorers – it really was the start of our journey and had a huge impact on the worldwide evolution of backpacks.”
“We were, in fact, one of the first-ever companies to make backpacks specifically for women,” adds Hans Simensen, Training Manager at the company. “This was in the 1920s, a time when there were very few outdoor or hunting products made specifically for women. It was very often that the Bergans brand was ahead of the curve by many years.”
This foundation set Bergans of Norway off on the path to success – people in Norway and even the UK still often refer to their backpacks as their ‘Bergans’. The company expanded over the decades and its range began to encompass outdoor products of all different types including apparel, sleeping bags, tents, and even a range of canoes.
Heritage in hunting
A strong heritage in hunting has always remained at the core of Bergans – so much so, that the company will be making a long-awaited return to the show floor of IWA Outdoor Classics this year with plenty of new hunting-specific offerings to showcase.Marcus Ehlig, Bergans’ Sales Manager for the South West explains: “We were born as a hunting brand and have a strong connection towards hunters and the military. We have had a good hunting assortment over the years, but now we are upgrading and updating what we have so that we can try to expand our reach beyond Norway. We have a strong market position in Norway when it comes to hunting, but we want to reach further, which is why it lines up perfectly for us to return to IWA this year.”
That updated collection will include products such as the new Hogna three-layer anorak that features a swathe of hunting-specific features including subtle Green Mud colourway, micro tricot brushed material for silent movement, large, zippered chest pockets designed for radios with antenna, and even loops for Garmin flip-down holders. This jacket will also be available in a women’s fit version and can be complemented by the Hogna three-layer pants, which provide impressive protection from the environment, as well as that same tricot brushed silent material.
“These new hunting products will be the start of a continued expansion of this category for us, which will start to be available from fall 2025,” says Marcus. “This hunting-specific category is complimented well by our general outdoor range, which is what we would describe as huntable. Many of our outdoor apparel is perfect for hunting and is available in subtle and dark colourways. This helps us not only target the hardcore hunters but also the more general outdoors person who may do a little hunting or similar activities in their free time.”
Well thought-out products, a long tradition in hunting and sustainable equipment make Bergans a fascinating exhibitor at the IWA OutdoorClassics.Up-close and personal
This kind of expansion of products into a market could be done via digital and traditional advertising channels. Many companies would take that approach. But for the Bergans team, they truly value the personal connection that can only really be achieved with face-to-face meetings at a trade show.
“I think it's super important to be at a show,” says Jon Gregertsen. “It’s people that purchase products and that build an assortment for shops and distributors. You get so much more enthusiasm around a product or product range when people can touch and feel and try it for themselves, which is vital for products in the hunting market.
“Of course, we had some years where we were not allowed to do trade shows, and some of the digital options kind of worked in a way, but we immediately saw the benefit of traditional trade shows when they returned.”
Marcus Ehlig adds: “I think the holding a product in your own hands aspect of a show is particularly important in hunting. Almost every product is green – every jacket or pair of trousers is green, so it’s very hard to differentiate if you just see pictures of a product. Some of the key features of our new hunting range such as the quietness of the materials used, the pockets or storage options, the weight, and the articulation for freedom of movement – these things are best experienced in person.
“Being at a show like IWA means not only meeting the people we know but also having the chance to meet new people we don’t know. This can bring about unexpected things which can really help your business.”
Sustainable future
As well as its well-designed products and its long history and heritage in hunting, another reason Bergans believes it make waves at IWA is its sustainability credentials.“Besides high quality, everything we make is as sustainable as it can be with regards to recycled fabrics and natural fabrics,” says Marcus. “We will not sacrifice performance over sustainability, but we are very highly concerned about making our products as sustainable as we can. We take great care over what kind of waterproof technology we use, what membranes we use and so on. We take great care to be as environmentally friendly as we can. And to be honest, so do many other companies, which we see as a good thing. It is only by all of us doing our small part that we can achieve a brighter and more sustainable future for outdoor sports like hunting.”
See the new hunting offerings from Bergans of Norway for yourself at IWA OutdoorClassics from 27 February to 2 March. The company will be located in Hall 4 on stand 4-244 .
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