Helinox, the Korean brand of tents and camping furniture, has made huge progress in its European expansion since it set up its own organization for the European market in 2017. The company will hold its first European sales meeting at the end of May in Antwerp, where 12 markets will be represented.
In the course of last year, the company signed distribution agreements with Granit in Sweden, PL Diffusion in France and Icon Outdoor in Switzerland. It also signed up Peter Rostron as agent for the U.K. and Elements as agent for the Benelux region. The company is about to sign up a distributor in Spain, to start selling in 2020, and is also planning to enter Poland, Slovakia and Slovenia in the near future.
Currently, Helinox's main market in Europe is Germany, where products are sold through retailers like Globetrotter, Bergfreunde, McTrek, Doorout, Tapir, Unterwegs and Trekking König. All in all, around 50 retailers in the market offer Helinox products. Germany is followed by Benelux, Norway and the U.K.
The company's European operation is headed up by Andy Shand, the former international director of Camelbak, who was appointed as Helinox' chief executive for Europe last year. He is aided by Mark Flanagan, who was made commercial director of Helinox Europe in January 2018, after serving as European sales manager. He previously worked as apparel and accessories director of Hi-Tec Sports and as U.K. sales agent for Nigor Net.
Helinox' European head office in Amsterdam takes care of customer service, while the European warehouse is located in Rotterdam.
As previously reported, Helinox recently became a full member of the European Outdoor Group (EOG).