Helly Hansen

Helly Hansen - Between Human Will and Nature’s Forces

Challenge

To leverage the authentic heritage of Helly Hansen as a maker of functional, protective gear (Work and Survival) to create a relevant and distinct positioning for the company’s Sportswear business.

Communication

Grow created a brand platform – with the essence “Between Human Will and Nature’s Forces” – that defines Helly Hansen as an authentic maker of action utility wear, based on a long heritage and in-depth expertise in functional products. Based on the platform, together with Helly Hansen, Grow has spent the past several years developing a holistic and coherent brand experience across all key touch points of the consumer journey globally, including a new brand store concept and web activities, as well as evolving the trade marketing and internal brand culture.

Result

Not only has this strategic work taken Helly Hansen from a loss-making business to a company with annual double-digit growth, but has also positioned Helly Hansen in new key distribution channels and offset competitors. The product offering has been focused and developed with a strong retail presence. The digital experience has become distinct and engaging, increasing traffic. While the overall brand development has united the brand culture across all markets.