The Extraordinary Journey of the Trent Brothers: From Olympic Rowing to Fashion Empire

In the vibrant heart of Oslo, a story unfolds that blends the elegance of high fashion with the discipline of Olympic sportsmanship. The saga begins in 1980, where Henrik and Marius Trent, twin brothers, achieved global recognition as they rowed in the Moscow Olympics. Their journey, however, was just beginning, as they transitioned from the competitive waters to the dynamic world of fashion, creating a conglomerate that has left an indelible mark on Norway’s retail landscape.

The Olympic Roots

Henrik and Marius Trent, were not merely athletes but visionaries. Their Olympic experience instilled in them the values of perseverance, discipline, and the pursuit of excellence.

Founding Trent Invest AS

In 1986, the Trent brothers, along with Henrik’s wife Halina, established Trent Invest AS. This was not just a company but a foundation for what would become a sprawling empire. Initially focusing on importing and distributing renowned fashion brands like She, Bogie, and Bandolera, they quickly became key players in Norway’s fashion scene. Their first venture into retail came with the opening of Carlotta at Skøyen in 1996, followed by Meduza at Aker Brygge, showcasing their strategic acumen in selecting prime locations for their stores.

The Imperia Era

The year 2000 marked a significant milestone with the launch of Imperia Paleet, which later evolved into Trent & Trent at Paleet, Karl Johans gate 39. This flagship store on the second floor of Paleet in Oslo’s bustling center became an emblem of their brand’s sophistication, offering a curated mix of international labels like Emporio Armani, Versace, and Joseph Ribkoff. The store’s success was not just in its sales but in its ability to create an experience, a testament to the Trent family’s commitment to customer service and fashion excellence.

The Expansion and Diversification

The Trent conglomerate’s growth continued unabated. Imperia Øvre Slottsgate was established during the renovation of Paleet in 2013/2014, proving their adaptability and resilience. By 2014, Trent & Trent had re-opened on Paleet with a new concept and name, reflecting their evolution. Their expansion didn’t stop there; Trent & Trent Fornebu was established, broadening their reach beyond the capital. TRENT INVEST AS expanded its operations to Lysaker Brygge, where it not only managed its diverse portfolio but also served as a hub for strategic planning and innovation. The agency side of their business, TRENT & TRENT Agency AS, managed relationships with international brands, ensuring a steady influx of high-quality, exclusive fashion.

A Family Affair

The Trents made it a family affair, with the next generation stepping in. Karoline, Marius’ daughter, brought her business acumen from her education at BI Norwegian Business School into the fold, becoming a pivotal part of the team. Alexander, another of Marius’ children and Olav Trent, son of Henrik Trent, contributed during challenging times like the COVID-19 outbreak, showcasing the family’s adaptability and commitment to the business.

The Legacy Continues

As Trent & Trent celebrated its 25th anniversary at Paleet, it wasn’t just a celebration of longevity but a reflection on their journey from Olympic rowers to fashion moguls. Their stores, including the flagship at Paleet, have become more than just retail spaces; they are cultural landmarks where elegance meets innovation, and where customers are not just buyers but guests, as their grandmother Antonina used to say, “Her er alle hjertelig velkommen!” (Everyone is heartily welcome here!).The Trent brothers’ story is one of transformation, resilience, and the relentless pursuit of excellence. From the Olympic waters of Moscow to the fashion runways of Oslo, they’ve rowed through economic downturns, global crises, and fashion trends, always staying ahead of the curve. Their conglomerate, built on the foundation of a family’s vision and hard work, continues to inspire and set the standard for luxury, quality, and customer experience in the Norwegian fashion industry.

Key Brands

Baumont

Cambio

Cinzia Rocca

Claudia Strater

El Vaquero

Emporio Armani

Frank Lyman

Gina Bacconi

Goldbergh

Jonny Q

Joseph Ribkoff

Kaos Jeans

Lauren by Ralph Lauren

Marc Cain

Miss June

Møller Pels

Onstage

Oui

Princess Goes Hollywood

Reset

Rosner

Seafarer

White Label