On a sunny autumn morning on Oct. 11 in Shanghai, China, a long line of colorful Brompton bicycles gathered outside the upscale IAPM shopping mall before it opened at 9 a.m.
The bikes were decorated with keychains reflecting their owners' personal tastes, including plush toys of Blue Deer, the character of Helinox. The group consisted of 18 people, including members of Qiliding, a Shanghai-based Brompton cycling club, and outdoor influencers.
They had gathered on a Sunday morning to ride together toward the Huangpu River with camping chairs strapped to their bicycles before visiting a Helinox Wear store. Dressed in vests, lightweight jackets and hats, they looked much like cycling enthusiasts commonly seen along Seoul's Han River.
Their destination was a pop-up store organized by Kolon Industries FnC Division (Kolon FnC) and Helinox to announce the expansion of their offline business in China. The pop-up, which opened the previous day, marked the first step in Helinox Wear's entry into the Chinese market. Kolon FnC launched Helinox Wear in South Korea in October last year under a clothing licensing agreement with Helinox.
In Korea, Helinox handles camping equipment while Kolon FnC manages apparel. In China, however, the two companies showcase both equipment and clothing in a single store through Helinox China, their joint venture.
Helinox is already a familiar name to Chinese consumers. Chester, 50, who said he had used Helinox camping chairs and tents, attended the event because he was interested in trying the brand's clothing.
The interest of customers who already use premium equipment from brands such as Helinox and Brompton, known for their lightweight products and minimalist designs, is now extending to apparel under the same brand. Helinox Wear's slogan, "Wearable Gear," reflects its goal of bringing the lightweight performance and durability associated with outdoor equipment into clothing.
The reason Helinox headquarters partnered with Korea's Kolon FnC to target China lies in apparel planning capabilities and local business experience. To translate the strengths of camping equipment into clothing, specialized expertise in outdoor apparel is required, from materials and design to production and distribution. Kolon FnC entered China in 2006 through Kolon Sport and established a joint venture with Anta Sports in 2017 to expand its business.
The recent trend of outdoor consumption in China broadening across various age groups also presents an opportunity. According to the "China Outdoor Sports Industry Development Report (2024~2025)" by the General Administration of Sport of China, outdoor consumption is highest among those aged 25 to 34, and the consumer market is expanding from first-tier cities to second-tier cities.
Sales of sports bicycles in 2024 increased by 18% compared to the previous year. The Chinese government also plans to create approximately 100 outdoor activity hubs equipped with facilities and services by 2030.
Helinox Wear's strategy for China centers on extensive localization. At the pop-up store, for example, visitors can find camping chairs and mugs available exclusively in the Chinese market.
The backrest of a red camping chair features the Chinese character for fortune, 福, printed upside down, catering to the local belief that an inverted character brings good luck. The Brompton cycling event is another attempt to let consumers experience the brand as part of their everyday lives.
Initial results have exceeded the company's expectations. According to Kolon FnC, sales at the IAPM mall pop-up from Oct. 10 to 21 reached 200 percent of the target for the same period. The company said an average of 1,000 people visit the pop-up on weekdays and more than 1,500 on weekends. Helinox's established equipment business, built through online sales, is also supporting its offline expansion.
Kolon FnC began selling Helinox gear through its official Tmall store in the first half of last year, and related sales in the first half of this year increased 114 percent from the same period a year earlier.
Further store openings are expected following the positive response. Helinox China will operate the IAPM pop-up through Oct. 27, followed by another pop-up at Kerry Centre in Shanghai's Jing'an district from Nov. 2 through Feb. 28 next year.
The company plans to expand into major upscale shopping malls in first-tier cities such as Shanghai and Beijing, aiming to establish more than 30 integrated gear and apparel stores by 2030.
"Kolon FnC has brought together its more than 50 years of outdoor industry heritage and its expertise in building successful global luxury brands to strengthen Helinox," a Kolon FnC official said.
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