We want to establish a brand that stands for freedom, without compromising safety.
KORI began as a groundbreaking innovation for motorcyclists, a vision of perfect freedom and uncompromised safety. Today, we are growing into a brand with genuinely developed products with high Swedish made quality and we have taken our vision of freedom and safety to meet sports enthusiasts with different specializations that and likeminded needs.
For us it is the feeling and experience of the sport or activity that sets focus on which needs to be solved and how the products should be designed.
A brand that inspires and can be inspired by its users and that dares do things differently towards the protection market of today.
A company that goes its own way and sees everyday as an adventure.
We want to develop KORI and the KORI concept towards an acknowledged and flexible brand with products that enhance the sensation for their users.
KORI's inverted Pyramid
At first KORI is a product. Though the actual product is only the starting point: the physical and touchable body of a structure of needs, wants and sensations.
KORI is an abstract structure, an inverted pyramid where we put a
strong and well balanced product in the base to support and lift up the next levels. KORI is the symbiosis between the levels in the pyramid.
We put the “core” of KORI in the top level.
The name KORI
We wanted to find a name that could convey our sensation - the sense of freedom, pride, curiosity, flexibility, spontaneity and adventure ... At the same time, we wanted to highlight the profound relationship that exists between a driver and its motorcycle, a relation that we later realized was greater than a connection to a motorcycle – it belonged to the sensation that comes out of passing through landscapes of nature – on roads that are empty and curvy … slopes that are dazzling white and powdery… fields, green and wavy... a supreme sensation, a relationship severe to put into words ...
We wanted to summarize all this in one word, one name. We wanted to include everything without really saying anything!
Eventually one day we asked ourselves "what is actually the "core" in our product and our brand?" And suddenly we had the answer in front of us:
- It's all about the "core" !
The name Kori originates from the English word "core" = "the central or most important part of something"
We took the word “core” and lifted it to a new dimension: “kori”, a prankish and cocky conjunction with a scoop of freedom, joy, curiosity and spontaneity.
The character KORI
KORI is a spirited, curious and adventurous character that symbolizes a surreal wildness connected to adventure sports.
The long ears stand for freedom and perceptiveness. The prying eyes with the childish and cocky expression stand for the prankish self confidence that KORI understands and lives up to.
Today it is our character, our mascot that reminds us of who we are and what we stand for.
KORI stands for freedom flexibility and spontaneity.
It is still difficult to straight forward tell in actual words what KORI really is and stands for, KORI is a feeling ... It's about experiencing KORI. It is about finding ones KORI... those who have felt the sensation know what we're trying to describe.
2007 – An idea is born!
As a motorcyclist you want to be able to feel complete freedom, to be flexible and spontaneous. To be able to ride wherever or whenever you want to. Sophie discovers that this feeling is not completely fulfilled. The problem is that you cannot go wherever or whenever you want without compromising your protective equipment.
“What if you could carry your equipment easily once you get off your bike?” and “What if you could use your back protector for this purpose!”
2008 - “Some ideas are too good to let go” is the feeling that started the business we run today.
2009 – This idea now takes all of Sophie’s time and she develops it along with her “haunting” studies.
2010 – We start the family business KORI experience AB with the vision: “We will launch a unique product and establish a new brand which focuses on the feeling, the situation, the relation and above all the user!”
2011 – We thought we were ready to launch … Based on the positive lab tests in November 2010, we move on to the CE certifying procedure. We proudly reserved a day for final CE testing at the Technical Research Institute of Sweden with, what we thought, was the same material we tested in November. Lab tests fail! We now have to consider whether to go on searching for the ultimate material, and maybe again get blindsided or … We go for the latter!
Now! We are proudly in business with the British D3O, a specialist provider of impact protection solutions & materials. With a KORI-D3O solution and our Swedish manufacturer, Mobergs Fabrik, we are ready to go: we place our first order (100 items of KORI)!
2012 – KORI finally meets its first season! Eventually being able to offer the KORI-D3O back protector with the sense of Freedom, Flexibility and Spontaniety without compromising with safety!