Andrew Shand has been promoted to Helinox President and Global Chief Operating Officer (COO), following five years of building up a successful Helinox infrastructure and business in Europe. Shand will oversee all facets of the global business, while maintaining oversight of the European market and Helinox’s Amsterdam-based team. He continues in his role as a board member of the European Outdoor Group, the association that exists to represent the common interests of the European outdoor industry. 

Under the new structure, the global executive team reports to Shand, who reports directly to Young Lah, Helinox Global CEO.

Members of the executive team include veteran Yeonsu Kang who continues as CEO of Helinox Korea, with Kwang Ryeul Lee joining the team to represent Helinox-owned retail stores, Wonjin Eom remaining as Group Chief Financial Officer, and Dongwook Jin supporting the group’s financial governance in the role of Chief Administration Officer.

Azul Couzens has been promoted to Global Chief Marketing Officer (CMO) and President of Helinox North America. Couzens will oversee US market operations and the Helinox North America team based in Berkeley, California, supported by Divya Arora, who has been promoted to Chief Financial Officer, Helinox USA. Couzens previously served as Senior Vice President of Sales and Marketing, Helinox North America, Head of Global Marketing at Timbuk2, and Director of Marketing at Bell and Blackburn.

Ted Ganio takes over as Chief Supply Chain Officer, and will split time between the Helinox Korea, Vietnam and US offices, to lead and manage all aspects of the company’s sourcing, production and quality control. Ganio steps up to the new position from his past role as CEO, Helinox USA. He has previously served as Director of Sourcing, Materials and Components at Vista Outdoor Inc., and Senior Director of Operations at CamelBak.

Young Lah comments: “Helinox has experienced a period of strong growth globally, and post-pandemic, it is the right time for us to review our organisational design to ensure that we are set up to focus on the business priorities that will allow us to deliver on the brand’s mission to create welcoming spaces across culture and terrains. Andrew and the executive team are true professionals who have demonstrated their ability to lead teams and create growth. It’s an honour to be working with them.”