Inside the outdoor industry

New CEO to lead European charge for Helinox

Former Vista Outdoor VP joins in July


Korean-based outdoor equipment brand, Helinox, has announced plans to expand its European-based subsidiary and appointed a new CEO to drive the expansion.

The initiative will be led by Andrew Shand as CEO Europe, with Sally McCoy serving as executive chairman of the board. Shand joins Helinox from Vista Outdoor, where he served from 2016 to 2018 as vice president of international of the firm’s outdoor products division, leading the sales organisations in Europe for category leading equipment and accessory brands including Giro, Bell, CamelBak, Bushnell and Bolle. Prior to Vista Outdoor, Shand led CamelBak international from 2009 to 2015, working under McCoy’s leadership as CEO.

In the UK, Helinox is represented by experienced sales professional Peter Rostron, working with the brand’s commercial director for Europe, Mark Flanagan. The UK team forms part of Helinox Europe BV.

Shand will start in the role on 1st July. Additionally, he acts as managing director Europe for Dongah Aluminium Corporation (DAC). DAC makes performance aluminium tubing, and produces the poles that Helinox exclusively uses for its collapsible furniture products.

Young Lah, CEO of Helinox Inc, commented: “We will focus on continuous innovation to develop meaningful new products that will surprise and delight our customers. Andrew’s experience will help us strategically to achieve our goals in Europe.”

Shand added: “The Helinox brand is built upon a foundation of outstanding design and premium quality and I’m very excited to have been asked to lead its continuing evolution in Europe.”

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