No Normal Coffee Great Outdoors S/S 2026 Preview

Retail Buyers Guide: Great Outdoors S/S 2026 Retail Buyer’s Guide
Brand: No Normal Coffee
Interviewee: CEO & Co-Founder

What trends do you see currently shaping the outdoor industry?
We notice a blending of lifestyles that is was previously not there. Outdoor fanatics used to be solo artists, and now with new social media and fashion trends, more and more people are opting for outdoor recreation and dress like it. Brands like Huckberry in the US are leaders in this element and convey a message more akin to a lifestyle brand than purely functional. This has been a thing for surfing for many years, but for hiking, biking and especially running, this is very new. Another trend we notice is that people are looking more for ultralight backpacking gear, enough to keep them alive and fed for 48 hours max, they now opt for much smaller backpacks and lighter gear than before.

How is your brand responding to the increasing demand for sustainability and ethical production?
We have always been really interested in becoming a net positive company / brand, and now with our second generation tubes, we have started using 100% recycled aluminium in the packaging. So in line with other industry trends, we want to contribute to making our products as small of an impact as possible on the environment, but a huge impact on the success of your adventures.

What challenges are you seeing in the outdoor market today—retail, consumer behavior, or otherwise?
Lots of issues and lots of opportunities. Retailers have a hard time positioning themselves because main street brands are starting to look a lot like outdoor brands, it is trendy. The outdoor consumer who wants to hike on a Saturday morning and the one who plans a tripn to Patagonia are two very different kinds of people, and many stores cannot really offer price and convenience to the former anymore. Online there is a big opportunity, and again I think platforms like Garage Grown Gear and Huckberry in the US, Geartrade in Canada, are doing a great job at pooling these customers into one cluster, and maintaining strong relationships.

How are the latest U.S. tariffs and customs regulations affecting your business strategy and supply chain?
They are what they are, and they will always change.

About the Brand:

What is your brand’s core mission or philosophy, and how does it influence your product development?
We want to provide everyone with the best Outdoor Coffee experience ever, to enhance all adventures, not matter where and no matter what.

How has your brand evolved in the outdoor market over the last few years?
We have stayed consistent with our messaging and positioning, and believe there is so much more to be gained from targeted outdoor communication and promotion. There are a number of really cool silos / groups where we have huge success in, like Bikepacking, Ocean Rowing or long distance hiking, now it is about injecting and extracting as much value as possible from these groups to become top of mind.

Who is your target customer today, and how has that profile changed over time?
Our target customer is the adventurer of today, everyday people who believe that life is better in the wild, and that one must seek out the wild every now and then to stay sane. Our average customers are between the ages of 30-45, mainly men, who appreciate the convenience and taste we can provide with our coffee over all the other solutions.

Which items should every nature lover take with him on the next outdoor-adventure?
Depends on the adventure, but must always have’s are always a good knife, matches, toilet paper, snacks and coffee!

Take us through your brand line in detail for SS26
We have launched our second product, the sugar free NoNormal Classic Black. It is the product our fans have been asking for, and so we went and developed it. The second product we offer is the reinvented Dark Roast, now called Sweet Black. It is sweetened with Swiss beet sugar to provide you with some extra love at 5am in your tent!

Key Products:

We only have 2 🙂
The Sweet Black:
for those who put a cube of sugar in their coffee.