Norse Atlantic Airways

Norse Atlantic Airways AS is a Norwegian low-cost long-haul airline headquartered in Arendal. It was founded in February 2021 by Bjørn Tore Larsen, with former Norwegian Air Shuttle figures Bjørn Kjos and Bjørn Kise among the early minority shareholders. The company was created shortly after Norwegian Air Shuttle abandoned its long-haul operation and sought to build a new business around Boeing 787 aircraft that had previously been used by Norwegian and its associated companies. The airline’s model combines relatively low base fares with separate charges for optional services. Its main fleet is based on Boeing 787 Dreamliners, with Economy and Premium cabins and onboard entertainment systems. The aircraft are leased rather than purchased, allowing the company to assemble a long-haul fleet without the capital requirements of direct ownership. Norse’s branding uses imagery associated with Viking longships and the Oseberg ship; its aircraft have been named after national parks in countries served by the airline. Norse announced its plans publicly in March 2021 and raised capital through a private placement and an initial public offering on the Oslo Stock Exchange. It secured aircraft leases from AerCap and BOC Aviation, obtained a Norwegian air operator certificate in December 2021, and received United States regulatory approvals in early 2022. The original launch plan was delayed by pandemic-related travel restrictions, but ticket sales opened in April 2022 and the first commercial flight operated on 14 June 2022 from Oslo to New York John F. Kennedy International Airport. After starting with transatlantic routes, Norse expanded from Oslo into London, Berlin and Paris, and later added or announced services involving Rome, Athens, Bangkok, Barbados, Jamaica and Las Vegas. The carrier has adjusted routes and frequencies in response to seasonal demand and changing market conditions. Several routes have been seasonal, postponed or cancelled, reflecting the difficulty of sustaining long-haul low-cost services from multiple European gateways. The company has also developed an aircraft-leasing and ACMI strategy. Some aircraft were leased to other airlines, including Air Europa, TUI fly Nordic, Neos and IndiGo, while Norse operated other aircraft itself. In 2025, the airline undertook restructuring, including headquarters-related layoffs, a shift toward ACMI and charter flying, and the relocation of certain administrative and operational functions to Riga, Latvia. It also reduced several United States routes as passenger demand weakened. Norse Atlantic remains active as a specialized long-haul airline whose identity combines transatlantic low-cost travel with flexible aircraft deployment and wet-lease operations.

Norse Atlantic Airways was established in February 2021 by Bjørn Tore Larsen, with Bjørn Kjos and Bjørn Kise holding minority interests. Its creation followed Norwegian Air Shuttle’s withdrawal from long-haul flying and was based partly on the opportunity to deploy Boeing 787 aircraft formerly associated with Norwegian’s intercontinental operation. The new airline was publicly announced in March 2021 with an initial ambition to connect European cities such as Oslo, London and Paris with North American destinations including New York, Los Angeles and Miami, while leaving room for later Asian expansion. The company raised launch capital through a private placement in March 2021 and listed its parent company on the Oslo Stock Exchange in April. It arranged its first nine Boeing 787 leases with AerCap and later added six Boeing 787-9s through BOC Aviation. The proposed launch was initially targeted for late 2021, but pandemic-related travel restrictions pushed the start to 2022. Norse received its Norwegian air operator certificate in December 2021 and United States approvals in January and April 2022. Reservations opened on 28 April 2022. The inaugural flight took place on 14 June from Oslo to New York JFK, followed by services to Florida and Los Angeles. London Gatwick became an important additional base, with flights to Oslo and New York beginning in August 2022. Berlin was added soon afterward with services to New York and Los Angeles. Norse also created Norse Atlantic UK, which obtained its British approvals and began operating flights in 2023. The airline’s early network was shaped by seasonality and demand management. Its first winter schedule was reduced, and selected routes became seasonal. The company subsequently announced expansion to Paris, Rome, the Caribbean, Bangkok, Athens and Las Vegas. Some announced services were delayed, and the proposed Kingston route was ultimately cancelled. Norse also entered virtual-interline arrangements with other carriers and expanded the use of aircraft leases and ACMI contracts. Aircraft were placed with Air Europa and other airlines while Norse adjusted the number of aircraft used for its own scheduled network. By 2024 and 2025, the airline was balancing scheduled long-haul flying against aircraft utilization opportunities in the ACMI and charter markets. It decided to focus its directly operated fleet on Boeing 787-9 aircraft rather than continuing to operate the remaining leased 787-8s. In early 2025, management implemented a restructuring involving job reductions and the transfer of selected functions to a Riga control center. Later that year, route reductions were announced for several United States markets as passenger traffic weakened. The company’s continuing strategy therefore combines a recognizable low-cost intercontinental passenger brand with flexible aircraft deployment for other airlines and charter customers.

• 2025

  Restructuring and route rationalization

  [1]Norse Atlantic Airwaysen.wikipedia.org

  The airline restructured toward ACMI and charter activity, moved functions to Riga and reduced several United States routes.

• 2024

  Fleet focus shifts toward Boeing 787-9 aircraft

  [1]Norse Atlantic Airwaysen.wikipedia.org

  Norse announced that it would stop operating the remaining leased 787-8 aircraft and concentrate on 787-9 operations.

• 2023

  Norse Atlantic UK launches

  [1]Norse Atlantic Airwaysen.wikipedia.org

  The British subsidiary began operating London Gatwick services under its own approvals.

• 2022

  Scheduled operations begin

  [1]Norse Atlantic Airwaysen.wikipedia.org

  The inaugural Oslo–New York JFK flight operated on 14 June.

• 2022

  London and Berlin network launches

  [1]Norse Atlantic Airwaysen.wikipedia.org

  Norse began services from London Gatwick and Berlin to destinations in Europe and North America.

• 2021

  Company founded

  [1]Norse Atlantic Airwaysen.wikipedia.org

  Bjørn Tore Larsen founded Norse Atlantic Airways in February as a new Norwegian long-haul airline.

• 2021

  Public announcement and capital raising

  [1]Norse Atlantic Airwaysen.wikipedia.org

  Norse was announced publicly in March, completed a private placement, and later listed its parent company on the Oslo Stock Exchange.

• 2021

  Initial Boeing 787 lease arrangements

  [1]Norse Atlantic Airwaysen.wikipedia.org

  The airline secured leases for Boeing 787 aircraft from AerCap and later BOC Aviation.

• 2021

  Norwegian air operator certificate granted

  [1]Norse Atlantic Airwaysen.wikipedia.org

  The company received its Norwegian AOC in December, clearing a major regulatory hurdle.

A low-cost, long-haul airline offering transatlantic and other intercontinental flights with a predominantly Boeing 787 fleet, while increasingly supplementing scheduled passenger services with ACMI, charter and aircraft-leasing activity.

• Long-haul passenger aviation · 2022

  Scheduled Boeing 787 passenger services

  Norse’s core consumer offering is scheduled intercontinental travel using Boeing 787 aircraft. The network has primarily linked European gateways with North America, with additional services to destinations in the Caribbean and Asia. Routes and frequencies are adjusted seasonally, and the airline’s low-cost structure separates the basic fare from many optional services.

• Airline cabin product · 2022

  Premium cabin

  The Premium cabin is positioned above the airline’s standard Economy product and uses a wider 2–3–2 seating arrangement on the Boeing 787. It is intended for travelers seeking additional space and a more comfortable long-haul experience while retaining the airline’s à-la-carte service model.

• Airline cabin product · 2022

  Economy cabin

  Economy is Norse’s principal low-fare cabin, configured in a 3–3–3 arrangement on its Boeing 787 aircraft. The product includes seatback entertainment, while services such as food, baggage and other amenities may carry additional charges depending on the fare and itinerary.

• Aircraft leasing and airline services · 2022

  ACMI and wet-lease operations

  Norse makes Boeing 787 capacity available to other airlines through ACMI, wet-lease and related arrangements. These contracts allow a customer airline to use aircraft and operational resources while Norse seeks to keep its fleet productive outside periods of scheduled-network demand.

• Charter aviation · 2025

  Charter services

  Charter flying is part of the company’s increasingly flexible business model. It complements scheduled routes by allowing aircraft to be deployed for contracted passenger programs and seasonal demand rather than relying exclusively on Norse-branded ticket sales.

• 2021Norse Atlantic brand launch

  International

  Norse introduced a visual identity inspired by Viking longships and the Oseberg ship, establishing a distinct Norwegian maritime theme for its new long-haul airline.

  Outcome. The identity became the basis for the airline’s logo, livery and aircraft naming approach.

  Source

• 2025

  Restructure around ACMI, charter and cost reductionStrategy

  Background

  The company faced weaker passenger traffic and the need to align its cost base with a more flexible operating model.

  Action taken

  Norse implemented layoffs, moved selected functions to Riga and increased its emphasis on ACMI and charter flying.

  Aftermath

  The airline also reduced or seasonalized several United States routes.

  Source

• 2023

  Expand aircraft deployment through leasing and ACMIStrategy

  Background

  The airline had more Boeing 787 capacity than it wished to operate entirely on its own scheduled routes.

  Action taken

  Norse placed aircraft with other airlines and developed wet-lease and ACMI arrangements alongside its branded network.

  Aftermath

  The model provided an additional route to aircraft utilization and became more central to the company’s later strategy.

  Source

• 2022

  Launch scheduled Oslo–New York serviceProduct launch

  Background

  After pandemic-related delays and regulatory approvals, Norse opened reservations for its initial network.

  Action taken

  The inaugural commercial flight operated from Oslo to New York JFK on 14 June 2022.

  Aftermath

  The airline subsequently added Florida, Los Angeles, London and Berlin services.

  Source

• 2022

  Reduce the winter scheduleStrategy

  Background

  Passenger demand was expected to weaken during the first winter season after launch.

  Action taken

  Norse reduced its schedule and made some routes, including Los Angeles and Orlando, seasonal.

  Aftermath

  The decision demonstrated the airline’s use of seasonal capacity management rather than maintaining the originally announced network year-round.

  Source

• 2021

  Build a low-cost long-haul airline around leased Boeing 787sStrategy

  Background

  The company was created after Norwegian Air Shuttle ended its long-haul operation, leaving a pool of relevant aircraft and experienced personnel in the market.

  Action taken

  Norse arranged leases for Boeing 787 aircraft and planned a transatlantic network from several European gateways.

  Aftermath

  The strategy enabled the airline to launch in 2022 but also led to comparisons with Norwegian’s former long-haul model.

  Source

1. 1Norse Atlantic Airwaysen.wikipedia.org