Helly Hansen is set to double its sales in North America this year as it reaps the benefits of several years of investments. The Norwegian ski and outdoor brand already expanded its sales by more than 20 percent in North America in each of the last two years, partly based on its partnerships with more than 50 ski resorts in the U.S. and Canada.
The company said that its global orders have increased by 16 percent for the spring and by more than 20 percent for the second half of the year so far. The rise was driven by North America, but the Norwegian brand continues to enjoy abundant demand in Scandinavia as well.
Helly Hansen reached a turnover of 1,576 million Norwegian kroner (€213.8m-$288.1m) in 2011, up by 17 percent. It targeted another sales increase of 20 percent for last year, but the turnover growth turned out to be lower than expected, due to weak reorders as the winter started late in some of the group's most important markets.
A majority stake in Helly Hansen was sold in July to the Ontario Teachers' Pension Plan Board (OTPP). The Norwegian brand said that it had since updated its strategic plan but without significantly altering its approach. The new owners could be most useful to support Helly Hansen's investments on the retail side in North America, due to their networks in real estate. The brand already has eight stores and several outlets in the region, all but one of them owned by the company.