Inside the outdoor industry

Flanagan departs as Helinox firms up ProAgencies deal


Helinox has confirmed new trading arrangements for the UK, which have come into effect this month. The brand is now represented by ProAgencies, joining the agency’s portfolio of other leading outdoor brands.

The Helinox business will be handled by Lawrence Friell in the North, Matt Moore for the Midlands and Seb Murphy for the South.

UK operations are overseen by Helinox EMEA, a wholly owned subsidiary for Europe, which is run by CEO Andrew Shand. Last September, Helinox opened a regional customer services office in Amsterdam and, working with a warehouse and logistics partner in Rotterdam, the team has made significant strides forward in improving order management, delivery and after sales performance for retail partners during 2019.

Following an extensive review of its sales strategy, Helinox took the decision to work with ProAgencies in the UK, as part of a network of sales agents and distributors to achieve ambitious growth objectives throughout Europe. The brand is now represented in 16 European markets and sales in the first half of 2019 are in line with growth ambitions, claims the firm.

The outdoor and camping sectors are performing well, while Helinox is also attracting new customers from parallel channels such as motorhomes, caravanning and overlanding, reflecting wider trends in social camping, glamping and van life.

CEO,Andrew Shand commented: “The ProAgencies team clearly shares the same values and vision for Helinox that we have. We’re very excited about the potential for the brand and its products in the UK and look forward to benefiting from the skills, experience and networks of ProAgencies as we build momentum in the market.”

Lawrence Friell of ProAgencies (pictured) added: “We get approached regularly by brands and only look for those that have a great reputation, great quality product and ones that will fit easily in with our existing portfolio. Helinox definitely ticks all of those boxes. We can’t wait to get started presenting the products and look forward to working with Andrew and his team.”

Meanwhile, after working with the brand for six years, Mark Flanagan has stepped down from his role as European commercial director. He has moved on to become sales director at US firm Big Agnes.

The ProAgencies team has started work on selling in the 2020 Helinox range, which will be showcased on the brand’s new trade show stand at OutDoor by ISPO in Munich from 30 June to 3 July and then presented to UK customers by the Pro Agencies team on the Helinox stand at OTS in Manchester from 9-11 July.

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