Nordling® Outdoor makes rooftop tents and the gear around them: tarps, pavilions, camping furniture, cooking equipment, and a compact wood-fired oven new to the range. The brand sells from its own shop across Europe, rents tents to people who want to try one before they buy, and shows at the outdoor fairs every season.
The firm’s mandate sits at the point where a growing company’s internal structures are tested and its external partnerships have to be forged. Which collaborations to pursue, which channels to formalise, which structures to harden before the next growth wave. Sourcing is on call when a decision needs testing against factory reality. It is not the lead.
Mandate
- Co-founder, partner and growth lead, held by Pierre Blanquett
- Strategic B2B partnerships and brand collaborations, formalised before they are announced
- The season around the fairs: the work before and after the show is where most of the result is made
- The operating system of record, built and maintained by Piotr Zalewski
- Customer-service operations, including the phone assistant nuvoca.ai now runs for the brand’s recurring calls
- Sourcing on call when a decision needs testing against factory reality
The 2026 season: from Norway to Berlin
How a rooftop-tent brand built a year of attention around one fishing film and lands it on the trade-show floor. In November 2026 Nordling leaves the caravan hall where rooftop tents belong and takes 140 square metres in the prime fishing hall of Angelwelt Berlin, directly beside NAYS and the major names of the fishing industry. The booth is the final episode of a film. The sequence below is the campaign as executed.
Timeline
| When | What happened | |
|---|---|---|
| 01 | March | The lunch. UPNORTH 4.0 is agreed between Nordling, NAYS and First Cast TV. The sponsorship is goods, not money: rooftop tents and the vehicle. |
| 02 | Spring | Teasers, reels and shorts. The making of the Green Beast runs on Nordling’s Instagram with the other main sponsors and reaches around 80,000 people before a single episode airs. |
| 03 | Early summer | The tents are customised in print and look, exclusive to the production. Identifiable in every frame, available in no shop. |
| 04 | 19 Jul to 30 Aug | Four episodes, every second Sunday at 18:00. Arctic Circle, Sweden, the road to the Atlantic, and 72 hours on a deserted island. |
| 05 | Autumn | The Green Beast goes on the road, from Caravan Salon Düsseldorf through the season’s fairs. |
| 06 | 27 to 29 Nov | Angelwelt Berlin. The last episode is physical: the car, the tents and the cast, in the prime fishing hall. |
Partners
- NAYS, the audience: founded 2019 in Berlin by Dustin Schöne and Marcel Mandry, one of the fastest-growing German fishing brands. 106,000 on Instagram; Dustin alone 135,000.
- First Cast TV, the film: 125,000 subscribers, 260 episodes, 27 million lifetime views. Cinematic annual productions the audience waits for, some cut for cinema screenings.
- Nordling, the rest: the trusted partner for where the cast sleeps on adventures that are hard on equipment. On camera every night of the trip, making a claim in no frame.
- The partners’ reach exceeds the brand’s by design: the facilitator role is the credible one.
Assets
The Green Beast belongs to Nordling. It was on the road before the first episode and it will be on the floor in Berlin, carrying the same story to every fair in between. The second object is smaller: tents customised in print and look, identifiable on screen at a glance. Both keep working after the campaign stops paying.
Results
- 763,623Views across the four episodes at the 13 September 2026 snapshot. The finale is the most-watched episode of the season.
- ~80,000Reached by the making of the Green Beast, before episode one.
- 125,000First Cast TV subscribers carrying the season.
- 0 €Media budget. The sponsorship was goods.
Angelwelt Berlin, November 2026
The booth stands directly beside NAYS. Dustin and Wecki walk over, sign rooftop tents, and answer questions next to the same car and the same equipment the audience streamed all summer. Nordling opened NAYS, First Cast TV and the Berlin floor for a tent brand nobody in that hall had heard of. The same doors exist for other brands and open the same way: through a story told to an audience that is already there.
Outcome
A resilient operating blueprint: growth that is fast and built to last. The mandate is ongoing and serves as the firm’s reference for an operating-partner role upstream of sourcing: direction stated, partners secured in person, position held once the product is in market.
