Strong European growth for Helinox signals future intent

Premium outdoor camping furniture brand Helinox has reported strong growth throughout Europe in 2021, with a sales increase of 50 per cent via its sales channel mix of wholesale, distributor and direct-to-consumer. Despite challenges in the global supply chain, Helinox managed to enjoy a very successful year thanks to particularly strong growth in the packable furniture category in Germany, France, the Netherlands, Switzerland and the United Kingdom. Helinox believes this growth is a statement of intent for how it hopes to approach 2020, with increased brand awareness and sales.

“During 2021, Helinox was able to cement itself as Europe’s leading brand at the premium end of the packable outdoor furniture category, thanks to strong consumer-led interest in our products, and our strategy of focusing available inventory and marketing activities on our excellent core retailer base,” said Andrew Shand, CEO of Helinox EMEA.

“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 and an additional factory is scheduled to come online in 2022. Helinox believes that it is investing in the future with confidence.