Ulvang
XXL (Frasers Group) · Norway
Ulvang is a Norwegian outdoor apparel brand founded in 1995 by Olympic cross-country skier Vegard Ulvang. Known for wool and merino underwear, socks and sweaters, it was acquired in 2026 by the Nordic sporting goods chain XXL, part of Frasers Group.
| Founded | 1995 |
|---|---|
| Founder | Vegard Ulvang |
| Owner | XXL (Frasers Group), since 2026 |
| Previous owner | Brav AS (2004 to 2026) |
| Speciality | Wool and merino clothing |
| Website | ulvang.no |
What is Ulvang?
Ulvang is a Norwegian brand of wool clothing for outdoor activities and everyday use. It is regarded as one of the strongest and best-known wool clothing brands in the Nordic region.
History
The brand was founded in 1995 by Vegard Ulvang, the Norwegian Olympic cross-country skiing champion. In 2004 it was acquired by Brav AS, the Norwegian group that also owns Swix, Toko, Lundhags and Helsport. In August 2026 Brav sold Ulvang to XXL, the Norwegian sporting goods retailer owned by Frasers Group.
Products and positioning
Ulvang's strength lies in wool and merino garments:
- Wool base layers and underwear
- Wool socks
- Knitted sweaters
These products are designed for outdoor and winter sports as well as all-season wear.
Distribution
Ulvang has been sold through sporting goods retailers and online platforms. XXL, which operates more than 80 stores in the Nordic region and parts of Europe, plans to invest in product development, distribution and visibility to take the brand to new markets.
Why it matters
The move of Ulvang from a brand portfolio to a retailer shows how sports chains are adding established own brands to strengthen margins and differentiation.
Frequently asked questions
Who founded Ulvang?
Ulvang was founded in 1995 by Vegard Ulvang, the Norwegian Olympic cross-country skier.
Who owns Ulvang?
Since August 2026 Ulvang has been owned by XXL, the Nordic sporting goods chain that belongs to Frasers Group.