During his medical studies, Ola Mæle embarked on a brand-building venture, co-founding Pepper Norge in the late 70s. The initial endeavour involved importing the brand 'Old America,' specialising in sweatshirts and joggers. Subsequently, they secured the rights to distribute the Italian brand 'Pepper' in Norway, laying the foundation for our journey.

Simultaneously with the establishment and growth of Pepper Norge, the fashion brand Bik Bok was already making its mark as a leading brand in Norway. Subsequently, the two ventures merged, with Ola co-founding and introducing the men's brand Poco Loco into the group. This collaboration evolved into Bik Bok ASA, a group of several fashion brands and chains that dominated the markets during the 80's. The group also expanded into other sectors, including restaurants and shopping centers. By the late 1980s, the founders sold the company, leaving behind a thriving legacy.

In 1989, Ola embarked on his second brand-building and retail venture, with partners, called Voice of Europe. The company adopted a moderate pricing strategy for designer clothing. They acquired the Jean Paul brand in 1995, which added a touch of French maritime lifestyle to their offerings. Notable other brands founded under Voice of Europe included Boys of Europe and Henry Choice Jeans, the latter introduced to challenge the American 'jeans hegemony.' The merger of Voice of Europe with the large retail groups Samtex (now Match) and Kvalitex (now VIC) in 1996 led to the formation of Scandinavian Retail Group (SRG), later renamed Voice ASA in 2000. Ola exited Voice in 2003. It remains one of Norway's major fashion conglomerates, with Jean Paul standing as the leading clothing brand in Norway in terms of out-of-store sales.

During the 1990s and 2000s, the Sjølyst companies were established as investment vehicles, engaging in numerous large residential and commercial property ventures. Through these entities, investments were made contributing to the development of areas such as Sjølyst, Fornebu, Lørenskog, and Sandvika, alongside the acquisition of extensive forest properties. The most prominent forest investment during this time was the acquisition of Namdal Bruk, the largest privately owned property in Norway at the time. Alongside real estate endeavors, the Sjølyst companies remained active in venture investments across diverse industries. They became involved in companies focusing on health and fitness, a natural progression given Ola's medical education background. This included investments in the predecessors of Elixia (now part of Sats) and Norgesklinikken (now part of Aleris).

In 2014, after a period dedicated to real estate, forestry, and other pursuits, Sjølyst Group returned to the fashion and retail industry. This was marked by the acquisition of Follestad, now recognised as the leading high-end multibrand retailer for men in Norway, with a growing presence in women's fashion. Furthermore, the fashion brand Urban Pioneers was established in 2016 and has seen impressive growth since, expanding its offerings to stores across the Nordics.

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Today, we remain committed to expanding our portfolio and fostering partnerships with visionary founders and exceptional brands.