Today they make snowboards, split boards, accessories and clothing. They focus on unisex collections and producing future-oriented and sustainable products to leave as small a footprint as possible.
Can one snowboard be used for two types of driving?
The founders had the idea that one board should be able to be used both as an ordinary snowboard with bindings, and also without bindings. After a long time of development and a lot of testing, they had an idea of how this could be solved. With their "Insert Traction Pad System", you can use one board for two types of driving. You can easily attach a pad to the board in the screw holes where you would otherwise attach bindings. This makes it possible to "surf" in loose snow, i.e. maneuver the board like a surfboard in loose snow, without you being attached to the board in any way.
Patent important to protect a unique invention
The founders realized that they had developed something new and genuine. - We wanted to protect the rights because this is a unique invention that we have spent a lot of time developing, says Kjetil Bjørge, one of the founders of the company. It was important for them to ensure that the sales tinned product provides both in terms of originality and function.
Wrote the patent application yourself
They have prepared the patent application and the application process themselves. The founder admits that it has been a time-consuming and educational process. They contacted a patent office to get the necessary information and guidance, but were conscious of writing the application themselves. They studied examples of the design of applications from the websites of the Norwegian Industrial Property Office and carefully followed the feedback they received during the process. "It was particularly challenging to compress the information so that it corresponds to the drawings, and to describe the invention in a way that provides a basis for assessing whether it could be patented," says Bjørge.
– Rights give us sales advantages in the categories we have chosen to protect through patent and trademark. They strengthen the value of the brand and provide benefits in that customers recognize the brand and the product.
Kjetil Bjørge
Kjetil Bjørge
Trademarks are important where we sell the products
They have trademark registered FJELL^ in the areas where we sell their products. They have done this to ensure the brand's originality and recognition value, and to prevent copying. They registered the trademark themselves in Norway, and have used a law firm to register internationally.
FJELL^ has experienced conflict over naming rights, but so far no one has directly copied the product.
Public support
In the past, the company has received support from Innovation Norway in the category "phase 2 of start-up", which is funds earmarked for marketing.
Advice for other businesses
— Be aware of what it means to protect brands and patents. The value of IP, benefits and possible consequences. If you are going international, this should be a priority, concludes the entrepreneur.
Important to think about if you are considering writing the patent application yourself
Patenting is a complex field where it is easy to make mistakes. If you have limited experience with patenting and it is important to achieve optimal protection for your invention, you should consider using a professional patent agency. They can help you with, among other things, the preparation and formulation of your patent application, and with strategic advice, for example regarding rights in other countries. They can also assist in complying with requirements and deadlines and in the case management process. This is particularly important if you want to obtain a patent abroad. Then there are many deadlines and pitfalls to deal with, and mistakes can lead to rights being lost forever.
