On the morning of the 11th at 9 a.m., under a clear sky that exuded the atmosphere of early autumn, Shanghai, China. Colorful Brompton bicycles lined up in a long row in front of the high-end shopping mall IAPM before opening hours. The bicycles were adorned with keychains reflecting "personal taste," including Helly Hansen's character "Blue Deer" dolls. They were 18 people, including members of the Shanghai Brompton cycling club "ChiRiding" and outdoor influencers. The reason they gathered in small groups on a Sunday morning was to embark on an itinerary that involved loading camping chairs onto their bicycles, riding together to the vicinity of the Huangpu River, and then visiting a Helly Hansen Wear store. Dressed in vests, lightweight jackets, and hats, they looked no different from the cycling crowd seen along the Seoul Han River.
Their destination was a pop-up event organized by Kolon Industries FnC Division (hereinafter Kolon FnC) and Helly Hansen to announce the expansion of their offline business in China. The pop-up, which opened the previous day, is the first venue to announce the entry of "Helly Hansen Wear" into China. Helly Hansen Wear is a brand that Kolon FnC launched domestically in October last year after signing a clothing license agreement with Helly Hansen. While Helly Hansen handles camping equipment and Kolon FnC handles the clothing business separately in Korea, in China, the two companies showcase both equipment and clothing together in one store through their joint venture, "Helly Hansen China."
For Chinese consumers met on site, Helly Hansen is already a familiar name. Mr. Chester (50), who had been using Helly Hansen camping chairs and tents, said he participated in the event with the intention of buying Helly Hansen Wear. Customers who had been using high-end equipment such as Helly Hansen and Brompton, known for their lightweight and concise design, are showing interest that extends to clothing from the same brand. The catchphrase "Wearable Gear" promoted by Helly Hansen Wear also signifies expanding the unique lightness and durability of equipment into "wearable products."
The reason behind Helly Hansen headquarters partnering with Korea's Kolon FnC to target China lies in clothing 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 Chinese outdoor consumption broadening across various age groups also presents an opportunity. According to the "China Outdoor Sports Industry Development Report (2024~2025)" by China's General Administration of Sport, 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.
The key to Helly Hansen Wear's strategy in China is thorough localization. For example, at the pop-up site, one can see camping chairs and mugs exclusive to the Chinese market. The character for fortune () was engraved upside down on the backrest of the red camping chair, a product that appeals to the taste of Chinese people who believe an upside-down fortune character brings good luck. The Brompton club riding event is also an attempt to let people experience the brand in their daily lives.
Initial reactions have exceeded the company's expectations. According to Kolon FnC, sales at the IAPM mall pop-up from the 10th to the 21st achieved 200% of the target for the same period. The company explained that an average of 1,000 people visit the pop-up on weekdays and more than 1,500 on weekends. The foundation built in the equipment business online is also supporting offline expansion. Kolon FnC has been selling Helly Hansen gear through its official Tmall store since the first half of last year, and related sales in the first half of this year increased by 114% compared to the same period last year.
Driven by on-site reactions, additional store openings are expected to follow. Following the operation of the IAPM pop-up until the 27th, Helly Hansen China has decided to hold an additional pop-up at Shanghai Jing'an Kerry Center from the 2nd of next month to February 28 of next year. Subsequently, focusing on major high-end shopping malls in first-tier Chinese cities such as Shanghai and Beijing, the company aims to secure more than 30 integrated gear and wear stores by 2030. A Kolon FnC official said, "We have concentrated Kolon FnC's outdoor expertise heritage accumulated over 50 years and its capabilities in successfully launching global luxury brands into Helly Hansen."
in LIVING
