Paul Emmet
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Norwegians are known and respected for their honesty, practicality, and hard work. They have a close bond with nature and legendary sailing skills. In the 1970s their farming, forestry, and fishing industries were radically transformed by the discovery of oil. Now finance is Norway’s greatest export. The country is home to the world’s largest Sovereign Fund, with more than 1 trillion dollars, that comes with a brief for ‘socially responsible finance’. Add to this incredible journey a certain Mr Steinar J. Olsen. He is one of Norway’s most innovative, influential, and respected entrepreneurs as well as the Founder and Chairman of the sports and outdoor clothing brand Stormberg. Under his captaincy Stormberg has sailed into uncharted waters when it comes to social inclusivity, ethical sourcing, and trusting their staff. 1% of sales are allocated to charitable projects and Mr Olsen has been recognised by the Nordic Business Forum as the second most responsible Nordic leader. Rather than talk business on the golf course, Mr Olsen goes hiking in the mountains to discuss matters with the prime minister, encouraging the government to follow Stormberg’s policy that part of their workforce is made up of those who are typically excluded; this includes people with substance abuse problems, ex-prisoners, and those who suffer from mental health problems. NWIND spoke with Mr Olsen about trust—one of the cornerstones of Stormberg’s success, and part of the company’s ethical and sustainable business approach that positively shapes government policy and improves communities. What's in a name? Paul Emmet (PM) Looking on the map of Norway, I could not find Stormberg, (maybe
I overlooked a really tiny village). I travelled through the impressive Stormberg mountain range in South Africa last year—where does the name come from? How did you know this would be the right name for your company? Steinar J. Olsen (SJO) I hadn’t heard of the Stormberg mountains when I founded the company. The reason I chose Stormberg was that I wanted a name associated with Nature. We Norwegians love the mountains and live in a country with harsh weather, so the name consists of ‘storm’, which means the same in Norwegian, and ‘berg’, which means mountain. The name works well in English and in all Scandinavian languages. We tested it and came to the conclusion that we had found the right name. I grew up near the sea and spent my time on boats and also in the mountains, which had great trekking areas, so I did lots of hiking. PM Your organisation and its structure are based on trust, respect, and politeness. What were the moments in your life when you learned to trust, and how did you come to have the sense of integrity and decency which you later instilled in Stormberg? SJO When I was a little boy I always believed that people are intrinsically good; I trusted people, and that has influenced the way I run Stormberg. I believe that everyone deserves a second chance, no matter what they may have done in the past. It isn’t easy to pinpoint a particular starting point, but I think it has to do with the way I was brought up—with belonging to a loving family. My family and close friends have always been very important to me. I believe in loyalty and long-lasting friendships. We are all shaped by the past, by our life lessons, and by
Photography by Jan Rune Eide, Stormberg
# TRUST
Steinar J. Olsen My story about trust
TRUST, STORMBERG, AND STEINAR J.
