Premium lightweight outdoor equipment and furniture brand HELINOX recorded a sales increase of 50% in European business during 2021. That success was delivered through its sales channel mix of wholesale, distributor and direct-to-consumer. Results reflect the greater consumer-led interest in the packable furniture category.
Helinox grew strongly in all of its key markets, including Germany, the UK, France, the Netherlands and Switzerland. Following recent success, the company has outlined its plans to build on strong existing partnerships in order to further grow brand presence and boost sales during 2022 and beyond.
At the start of 2021, Helinox had strengthened its Europe-based operations and customer services team. Data from the US has revealed that packable outdoor furniture was one of the highest outdoor product growth categories in 2021 in terms of sell-through growth and Europe is experiencing similar trends.
In 2021, consumer interest in the brand was also driven by high profile collaborations with like-minded, design-led brands such as Carhartt, Maison Kitsune and Finisterre.
Andrew Shand, CEO of HEMA, said, “We keep a very close eye on both macro and micro trends, and it’s clear that the shift we’ve seen in consumer behaviour towards spending more time socialising outdoors will continue into 2022 and beyond. With our proven range of products, and the support of our best-in-class retail partners, Helinox is in prime position to continue its forward momentum.”
Helinox is investing for growth and has strengthened its production and quality assurance team in Vietnam, working with the South Korean HQ in Incheon. To meet the growing demand, expansion of DAC’s aluminium production facilities in South Korea was successfully completed during the final quarter of 2021. An additional factory is scheduled to come online in 2022.
