Amundsen Sports coming to Pearl Street
BOULDER — Norwegian technical and lifestyle apparel brand Amundsen Sports is opening a clubhouse and showroom on the east end of Pearl Street, the company announced Thursday in a news release.
Amundsen will be taking over 2250 Pearl St., the former Joe’s Paint and Body Repair. The location will not be a retail shop, but rather a combination of office space to run the company’s North American operations, showroom for retailers to learn the brand and products, and event space. It will also house a collection of vintage climbing gear donated by local outdoor-gear and retail trailblazer Gary Neptune.
“Amundsen’s slogan is ‘Play Well,’ built on the belief that being an outdoor brand is not all about being extreme and pushing the limits but also about having fun and enjoying nature as one big playground,” said Christian Lovenskold, head of North American operations for Amundsen. “We want to contribute to the industry in an informal and personal way. Our brand is unconventional, and we prefer to do things ourselves and at a reasonable cost. Here we will highlight the passion of a legacy drawn down for generations after the late Roald Amundsen.”
SPONSORED CONTENT
How Platte River Power Authority is accelerating its energy transition
Platte River Power Authority, the community-owned wholesale electricity provider for Northern Colorado, has a history of bold initiatives.
Amundsen is just the latest outdoor retailer to open a space on east Pearl Street. Montbell, Patagonia, Black Diamond, Arc’teryx, Stio and Mount Inspiration have all moved into the area recently.