ERICWe were born in 1901. We were born in Denmark in 1901. We originally started out as a sleeping bag brand, and gradually began to deal in outdoor gear in general. Currently, we have an increasing number of dealers mainly in Europe, and we started expanding our business in Japan five years ago. We feel that Japan is the most important country in Asia.

ERICThere are two reasons. One is that I had lived in Japan for a not so long period of time. So I have some knowledge of the culture, climate, and national character of this country. I feel that Japan has a good understanding of European design and a strict eye for quality, and I was confident that Nordisk could make a dent there. Secondly, if we succeeded in Japan, we would be noticed throughout Asia, and we would be able to enter markets in countries such as Korea, China, and Taiwan.

ERICThe design must be simple and excellent. The functionality is also lean and of high quality. These are the two things that make Nordisk attractive. When we develop a product, we always try to focus on one thing. For example, this 2-person tent was developed in pursuit of "lightweight. Can you hold it?

ERICThe total weight is 565 grams. To achieve such a light weight, we start by looking for materials. Not only for the materials used in the tent, but also for all the parts, from the framework to the pegs. And once we have decided on lightweight, we don't compromise on the logo or decorations. Look at the logo on this bag. It's printed, right? If it were embroidered, it would probably add about 5 grams of weight.

ERIC: Of course. This 5 gram difference has a huge impact on your body in the long run. Explorers and athletes are always walking in the outfield, in the mountains and forests, with heavy loads. They walk with heavy packs all the time, from morning to night. Even a really small amount of weight can be a big drag. Five grams of weight is a lot to bear on tired legs. In order to minimize this burden as much as possible, we are developing our products with special attention to logo prints.

mountain rootEric: May I also speak first? I myself am a user of this brand, and as Eric mentioned, the design of Nordisk tents is simple and very cool. Also, they are very easy to assemble. Ordinary tents are complicated, with lots of framework, right? It's hard to know where to put everything. But Nordisk tents have a very simple structure, so they are easy to assemble. And it's very comfortable and cozy. We have a large tent inside the store, and there are options for these items, so you can create an isolated room inside the tent, like a colony. There aren't many brands that allow you to create your own style of use in that way.

ERIC: The reason why this was not the case in Europe is because there are more outdoor stores than stars in Scandinavia. In Europe, the outdoors is such a part of life. People camp all year round, and both adults and children enjoy it together. So there is no need for us to create a new outdoor store.

ERICBut what about in Japan? There are still very few outdoor stores, and the way it has taken root as a culture is not yet as strong as in Europe. Nevertheless, I felt that the potential outdoor population is very large. In other words, I think there are many people who are beginning to have an interest in the outdoors, but don't know how to get started. I see potential in this situation. So I wanted to create a store in Japan that would encourage people like that. But I didn't want to just push the outdoors, I wanted to propose something that combined "fashion" with the outdoors. Japanese people are looking for style.

ERICYes, that's right. I met him on a whim and we hit it off immediately. He is very creative, full of ideas, and knows a lot about fashion. Plus, he has a family and lives a comfortable lifestyle. It's exactly the kind of person I want in this store.

ERICI met him and after talking with him about many things, we decided to create this shop. After meeting him and talking with him about many things, we came up with the idea of creating this store. Mr. Yamane came to visit us in Europe last year and we camped together. There, we exchanged concepts and concrete ideas for this store, and the conversation boiled down.

mountain rootI gave a presentation at that camp. I had some specific ideas for the gear assortment, like this, and for the clothing, we would put these brands. As Eric and I talked, we came up with the idea of creating a shop that would make customers feel like they wanted to go camping the moment they entered the store. The idea was to make it a store where customers would think, "I want to go camping the moment I walk in!

mountain root: Yes, that's right. I was entrusted with everything from the interior design to the selections. I asked Mr. Yamazaki of Metronome to do the interior design, and he did a wonderful job. As for the gear, we carefully selected gear with cool designs that are also easy to use. When you go to an outdoor store in Japan today, they have a great selection of products. Even for a single gas can, there is a wide selection. However, I think there is a disadvantage to this. For beginner campers, there are too many choices and they don't know which one to choose. At our store, we make purchases with good reason to avoid such a situation. We are conscious of creating a store where even beginners can easily shop, as in, "If you are going camping, this and this are all you need.

mountain rootYes, we have selected brands that are associated with the outdoors. However, what all brands have in common is that they are brands that can be worn smartly in the city. When I go camping, I don't wear rigid, gear-phobic clothes all over my body. I wear clothes with a design that I can wear in everyday life. Camping is not something harsh, but something happier and more fun. I try to share that mindset with my customers.

mountain rootThe Tomei Expressway and the Chuo Expressway run nearby. You can come here in the morning, get your gear, and go camping, right? There are many families of the same age as ours living nearby, and we hope that they will visit us. Kinuta Park is also nearby, so people can stop by for a picnic. On Saturdays, we open at 8:00 a.m., so you can start your day with a relaxing cup of coffee in our café.

ERICIt's very well-balanced. Not too outdoorsy, but not too fashionable either. This is the ideal that we envisioned at the beginning. At the reception party held the day before the opening, I saw many happy faces of the visitors. The sight of them made me very happy, as if they were a reflection of our future. I was also encouraged by the children's excitement. I hope that many people will visit this store, as it is filled with ideas to help people have a good time, regardless of whether they are adults or children.

ERICI think it is important to get out and enjoy nature. In Japan, especially in Tokyo, space is divided and everyone tends to stay in a small room. Many people stay in their own world and don't even know their neighbors. However, camping allows you to interact with people in neighboring tents in a large natural setting. This will surely enrich your communication.

And if you have children, the time will be meaningful for them as well. I mentioned that outdoor activities are a part of life in Scandinavia, and it is no different for children. At night, the whole family goes to sleep together in a tent, wrapped in sleeping bags. Camping can create a relaxing and irreplaceable time.

mountain rootI think it is our mission. Eric and I have been talking about the need to convey the appeal of outdoor culture more broadly. I really think that this is just the beginning.

ERICWe would like to support them, have Japanese people use Nordisk's products, and make use of their feedback. I hope we can build a mutual scene, not unilaterally.