Become an Owner 2026
Want to Become an Owner in a Revolution?
The world is drowning in clothing. Every day, every week, every year, cheap garments are produced that barely make it around the wardrobe before ending up in the trash.
The worst part? Everyone knows it. And yet it’s easier for the industry to maintain the throw-away culture than to take real responsibility.
We’re now many who see that there is another way — who know that infinite growth is not possible within the planet’s limits. Many of us are already owners of a small but very annoying pebble in the shoe of business as usual. A pebble that now intends to grow so big, sharp and persistent that fast fashion and other planet-profiters struggle to stay standing.
That’s why we’re inviting you to become an owner of Northern Playground.
P.S. The campaign is now closed, but it’s not too late.
If you’d still like to invest, please send an email to marita@northernplayground.no and we’ll take it from there.
Become an Owner
We Can’t Change the World from Grünerløkka Alone
Imagine a world where things are actually made to last, and where all the products we buy are repaired at least twice. From jackets and shirts to toasters and umbrellas — imagine each of them having three lives. Then the world would truly repair more than it produced. That would be one of the greatest revolutions in modern human history!
Although Northern Playground has gained many fans and has outperformed the market every single year, if we want to make good money by producing less and repairing more, we need to become bigger, clearer and have more people with us.
To go from being a cute little pebble in the shoe to becoming the rebel that everyone listens to, we must start a large and meaningful movement in business. One store in Løkka, no matter how amazing the clothes and the people are, is not enough. If we truly mean business with our activism, we need more time, more capital and more owners on board.
So Why Crowdfunding?
Because many small owners allow us to think long-term — about changing the world as much as financial return. Because movements are built by many people who want something different. Because we become wiser when the views of just a few don’t decide everything. Because we gain hundreds of ambassadors. Because it’s fun.
It doesn’t matter if you have a big bank account or a small one, a lot of investor experience or none at all — whether your primary motivation is real sustainability or an attractive financial return — you are welcome as an investor and owner of Northern Playground.
BECOME AN OWNER
What Do You Get as an Owner?
In addition to working for both financial return for all owners and making a real positive difference, we are building a strong owner community. Let’s get to know each other, learn from one another and build something meaningful together.
Owner Evenings
An evening dedicated to inspiration, input and networking. Each event has a theme: how can the business community be a progressive force in society — and how can Northern Playground be a locomotive for that change?
Owner Trips
In 2023, we took a three-day trip on Christian Radich. From next year, we plan to arrange an annual owner trip — a mix of work and play: getting a little wet, a little warm by the fire, learning about nature, connecting and building strong networks. We’ve already booked an overnight stay on Finse for winter 2027.
As an owner, you also receive 15% discount (without losing free repair). You may be invited to test clothes, give feedback on new products, or even model. You’ll receive regular email updates with full transparency, and opportunities to give input on the company’s direction.
Welcome onboard.
SCALING PLAN
We will continue to be the “different brand” — full throttle. We are 100% confident that standing out and daring to do what’s never been done before is the only way to become truly big. For example: we won’t become financially rich just by being the first brand to repair more than we produce — but if it creates enthusiasm and gets people talking, we will become a brand with real influence.
Read our long term goals here
Short-Term Scaling Plan (Next 24 Months):
• Autumn 2026: Launch of NP Membership
• Winter 2026/27: Launch of NP Studio — our own tailoring service
• During 2027: Opening of one additional store in Oslo
• During 2026: Become the first Norwegian company to formally bring nature into the boardroom
We will also:
• Continue cracking marketing codes aligned with our values
• Ensure availability of customer favourites and adapt production to real demand
• Invest in quality and growth in design and production
• Improve our tech setup (click-and-collect, product crowdfunding relaunch, better online experience)
Long-term scaling plan
Key initiatives over the next five years:
More stores / micro-factories in Norway
International expansion
New business areas launched under the same brand. First up is NP Adventures. Read more here.
To further develop the company and ensure a stable long-term financing structure, it is natural that we will seek one or more larger investors in the coming years. We expect to look primarily within the impact investment space and/or among investors focused on steward ownership.
FINANCIALS — Key Points
Revenue Growth 2019–2025
We have experienced strong revenue growth since our start in 2014. In 2020 we launched “Northern Playground 2.0” and moved to a D2C model. Wholesale previously accounted for 40% of revenue, but after exiting wholesale, we still grew every year — except 2025, which saw a slight decline due to the transition.
Store Sales Growth 2020–2025
Growth in our own store is strong. The Grünerløkka store had a profit margin of 22% in 2025, with close to NOK 2.5 million in profit.
Repeat purchase rate – online sales, 2021–2025
Customers who enter our universe tend to become fans. The annual repeat purchase rate has increased from 27% in 2021 to 53% in 2025.
This is arguably the single most important metric for achieving our long-term goals.
Operating result 2019–2025
The key to financial profitability for us lies in increased sales volume. The margin structure within each sales channel is solid, and the high rate of repeat purchases results in both low marketing costs and strong potential for building a profitable and sustainable company.
At our current revenue level, however, administrative salary costs absorb the profits generated in the sales channels. With increased scale, the business model becomes progressively more profitable. The key is reaching more people.
The contribution margin after cost of goods sold and variable costs (CM2) is approximately 45%.
For more detailed information, please see the prospectus on Dealflow.
FAQ
Should I invest and become an owner?
That decision is yours alone. But if you believe that unconventional companies that challenge the establishment will break through in the coming years, then you should join us on this journey.
How much should I invest?
Minimum investment is NOK 9,790. Don’t invest more than you can afford to lose — but consider investing enough that a 5× return would feel meaningful.
What is the company’s biggest challenge today?
- Reaching new people
- Converting fans into paying fans
We receive a lot of attention and engagement, but predicting reduced consumption while building a profitable business is still challenging.
When does the investment round close?
Last chance to invest is 15 February 2026, closing at midnight (into 16 February).
Want to Talk Face to Face?
Come and meet us for lunch
We eat lunch every day at 12:00 at Torggata 17B.
Ring the bell marked Northern Playground.
(We mean it – come by!)
For more information about the team, the prospectus, financials, FAQs and more, visit our investment round page on Dealflow.
EXPLORE OUR UNIVERSE
