Monday, 13 January 2020 09:28

Helinox continues investment in Europe to sustain impressive growth

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Helinox has revealed that it has met its ambitious growth targets in Europe during 2019, achieved on the back of strong investment in marketing and a focused sales strategy.

The brand has also confirmed plans to build on this success during 2020, supported by the recent appointment of an experienced marketing consultant to drive activity in Europe, and a dedicated PR agency for France.

During 2019, Helinox developed and invested in a European wide brand partnership programme with key retailers which the business believes can best represent the brand in-store. That work, supported by enhanced product and marketing activity, has helped the European business to double in size from its 2018 base, and establish a platform for strong and sustainable growth moving into 2020.

Joe White and speakers using Helinox chairs during a session at Kendal Mountain FestivalJoe White (centre in yellow cap) and speakers using Helinox chairs during a session at Kendal Mountain Festival

Helinox EMEA has recruited Joseph White as a consultant to lead its marketing communications drive. Joe has been working in the outdoor industry for eight years, most recently on the Lowe Alpine brand at Equip Outdoor Technologies. At Helinox, he has already delivered a new b2b marketing toolkit and enhanced the brand’s presence at key consumer events such as Kendal Mountain Festival. Dedicated English, German and French language websites are currently in development, which will showcase the brand and its full range, while the appointment of MRP Public Relations in France will help improve Helinox’s profile in a priority market. Marketing in all territories will highlight the brand’s ongoing commitment to becoming the lightest, strongest and most sustainable outdoor furniture brand in the world.

Joe White comments: “I am committed to helping brands who genuinely want to contribute to a better, more sustainable future for the planet. I am proud to support Helinox to become a global leader in their market.”

In 2020, Helinox will introduce some significant product initiatives, including expansion into the shade category with the launch of lightweight, small and packable personal and two-person shade products, and the addition of an extensive new selection of colours to its range of chairs. These developments will be supported by enhanced marketing, including activation at major events. As well as continuing to communicate with the core outdoor market, the brand will also focus on parallel channels such as caravan, campervan and motorhomes, and cycle and moto touring, along with mainstream audiences that are attracted to the growing appeal of the outdoor lifestyle.

Andrew Shand, Helinox EMEA CEO, adds: “In 2019 we seized the opportunity to create real momentum for Helinox in Europe, and I believe we can look forward to 2020 with confidence. We have great new product stories, backed up by an excellent team and partnerships, and we’re developing some very exciting new retail and consumer activation initiatives.”

For more information about Helinox and its range, visit www.helinox.com.