Inside the outdoor industry

Helinox continues Euro marketing drive

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Helinox said 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 and 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 last year, the firm developed and invested in a European wide brand partnership programme with key retailers which the business believes can best represent the brand in-store. The 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.

Helinox EMEA has recruited Joseph White as a consultant to lead its marketing communications drive, who 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.

In addition, 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 boost the brands profile.

New recruit, Joe White, (pictured left, in the centre) commented: “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.”

This year the firm will expand 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, added: “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.”

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