Hello

Welcome to Rooted in Canvas: My Journey in Bringing Isabella to the U.S.

Hey there, and welcome to Rooted in Canvas! My name is Adam Odgaard, and this is my personal space to document the highs, the lows, and everything in between as I embark on the journey of bringing Isabella—a premium camping and outdoor brand with deep roots in craftsmanship and adventure—to the United States.

Why Rooted in Canvas?

The name Rooted in Canvas is more than just a blog title. It represents my connection to Isabella’s legacy, a brand that has been part of my family for four generations. It symbolizes the adventure of setting up camp, the craftsmanship that goes into every Isabella product, and the entrepreneurial spirit driving me to introduce this incredible brand to the U.S. market.

Who Am I?

I come from a family that has built Isabella into one of Europe’s most trusted names in outdoor camping accessories. Growing up, I saw firsthand the passion and precision that went into creating tents, awnings, and accessories designed to enhance the camping experience. But beyond that, I’ve always been an entrepreneur at heart—one who thrives on challenges, creativity, and the thrill of building something meaningful.

Why Isabella? Why Now?

The U.S. camping and RV continues to grow, with more people than ever looking for high-quality, durable, and stylish outdoor solutions. I believe Isabella has something truly special to offer American campers, digital nomads, tailgaters, and outdoor enthusiasts. This blog is my way of bringing you along for the ride—sharing the behind-the-scenes moments, the lessons learned, and the excitement of launching a brand in a new country.

What You Can Expect Here

• Behind-the-scenes insights on lunching Isabella in the U.S.
• Lessons from the journey - the wins, the setbacks, and the reality of entrepreneurship
• Camping and outdoor culture - how Isabella fits into the evolving U.S. market
• Personal reflections on balancing legacy, business and adventure

I invite you to follow along, share your thoughts, and be part of this adventure with me. Feel free to explore, engage, and join me in making this dream a reality.

Let’s build something great—one tent, one story, and one adventure at a time.