Vernon established with the aim to influence the fashion and lifestyle businesses in Scandinavia. We combine and maintain our stable Danish operations with the possibilities of working more efficiently at a Scandinavian level. We have been in the industry since 1988 and started as a Sports Company founded by Morten Vernon. This way, we combine our local and historical forces with meeting future trends to have a stronger voice in the market.


To become the best trend spotters in fashion and lifestyle while being a role model for other businesses when it comes to maintaining a youthful, unpretentious and innovative company.



To create freshness and a trendy, youthful touch in our brand portfolio. Vernon thus focuses on current trends in fashion articles. The company's established core values are to maintain the idea of a youthful, innovative and unpretentious business. On the sports side, our mission is to participate in the latest trends in the lifestyle segment. We aim to work with iconic and original brands with storytelling.

"Our values are a part of our DNA.
They show the way we work with our business partners, within our communities and internally with each other."
- Morten Vernon

Be there at the right time

To reach our customers are important — to be there when they need us is vital to develop our relationship. We try to connect our brands with the right customer through the right story and at the right time. Teamwork is the key - mutual honesty and reliability both internally and externally.

Know the stuff

Knowing your customer’s needs and goals are the key to create new opportunities. Quality and integrity – We act with integrity and take responsibility.Value - We create value and strive to make a difference.

Be responsible

We’re accountable for our decisions and actions. A big part of the Vernon culture is to show respect for each other and the world around us. We take our responsibility seriously. We would like to show respect for the environment, society, labour rights, and ethical issues in every decision we make.

Stay creative

We help our customers with spotting new trends and possess creative knowledge to give them a trendy youthful touch and a competitive edge every day. Our Vernon Team is our heart – We come from the same world as our employees and customers, that’s why we know what they need.