For the Norwegian clothing brand Helly Hansen, owned by Canadian retail company Canadian Tire since 2018, teaming up with other industry experts has been key to success.
- Helly Hansen has collaborated with a range of experts, from rescue teams to fashion houses, to produce product lines
- Some collaborations have boosted visibility and communicated values
- Others have helped entice consumers to boost sales
Helly Hansen (HH) is a leading manufacturer and retailer of professional-grade apparel for categories including skiing, mountaineering and sailing, and footwear. The Norwegian brand – which began selling professional-grade apparel for fishermen in 1877 and was acquired by Toronto-based retail and financial company Canadian Tire Corp. in 2018 for 985 million Canadian dollars – has been collaborating with industry professionals in a variety of ways. Doing so has allowed HH to present itself as a responsible and ethical company. “At Helly Hansen, we strongly believe that long-term commercial success can only be achieved by respecting, protecting, and promoting ethical values, human rights, and our environment,” the brand states on its website.
Collaborating on design and function
For years, HH has worked with rescue teams and other professional around the world to develop new lines of rugged outdoor clothing. In doing so, the brand’s development team regularly studies the needs of rescue teams and then conducted rigorous field tests in all weather conditions. As a result, rescue teams were outfitted with the new HH gear. As an example, as part of the brand’s global campaign for fall/winter ’22, the brand worked alongside Squamish Search and Rescue (Canada) team member Nathalie White and Norwegian People’s Aid team leader Odd Harald Johansen to show just how important safety is when enjoying the outdoors and the motivation behind being part of a search and rescue team. With strong ties to their local communities and natural landscapes, both White and Johansen find inspiration, excitement and, ultimately, meaning within their roles as volunteers.
HH also regularly joins forces with other apparel and fashion leaders to create new producers. Projects include a 1990s-era-inspired line of winter wear with Puma, and a line of ponchos, wrap skirts and waist bags designed together with London-based fashion house Sage Nation.
A network of teams and ambassadors
Such collaborations have allowed HH to refine its products. In May, HH struck an eight-year deal to become the official partner of the Norwegian Alpine Ski Team. The agreement sees HH supply the team with equipment and further develop its skiing gear. “By entering into a partnership with one of the world’s leading alpine national teams, we will work together to create innovative, performance-driven products and strengthen our global presence in skiing,” said Philip Tavell, HH’s vice president – outdoor.
HH’s network of ambassadors has boosted the brand’s visibility and allowed it to establish itself as a leader in its product categories. In the skiing category, HH also collaborates with the national Finish and Canadian teams. Individual ambassadors in this category include the French freerider skier Aurelien Ducroz, Italian skier Lorenzo Alesi and Norwegian free skier Dennis Risvoll.
As already mentioned, many collaborations take place with people who spend their professional lives in harsh climatic environments. “Since our inception in 1877, professionals who brave the world’s harshest environments have been central to the development of Helly Hansen gear,” the company states on its website. The brand is in direct contact with tens of thousands of professionals who rely on HH around the world and also help shape the brand’s products. “Today, more than 55,000 professional skiers, sailors, ski patrollers, rescue services and mountain guides put their trust in Helly Hansen.” Not to forget the staff of about 200 ski resorts around the globe. These are not sponsored apparel deals, by the way, but the professional users (or their employers) pay for their equipment. In some cases, however, special rates are offered, e.g., for first responders or, depending on the individual agreement, for clubs, associations, etc. Partners involved in product development, such as Squamish Search and Rescue, naturally also receive special rates.
Another factor for HH’s success are collaborations and partnerships with large, international events, which play an important role for the brand’s visibility as well as sales, e.g. The Ocean Race, the American Magic Team at America’s Cup or the world-famous Kitzbühel Hahnenkamm Race.
Boosting sales and image
Other collaborations may also specifically be geared towards enticing buyers with exclusive deals. For example, consumers who purchase a ski jacket or pants from the latest HH ski collection are – as part of the “Ski Free” program – currently entitled to a discounted or even a free day of skiing in 50 premiere resorts in 15 countries, including the U.S., Canada, Austria, France, Norway, Switzerland and Sweden. Others have helped the brand project its ethical values: Among the 19 collaborations are Ethical Trade, an organization working to promote corporate responsibility and decent work, the Conservation Alliance, which advocates the protection of North America’s wildlife, or the European Outdoor Group.
Does this strategy pay off? It sure looks like it. In early November 2022, Helly Hansen reported that sales for the first nine months were up 21.7 percent to CA$480.1 million (€365.2m), with growth across all distribution channels and most geographic regions, with the largest increase in North America. HH’s most recent introduction of the award-winning Lifa Infinity Pro™, its most innovative and responsible waterproof/breathable technology to date, may also play a big part in this success story.
