Trends & Features

Helly Hansen launches soft fit retail programme

Helly Hansen is investing in a large-scale in-store soft fit programme in which the technical sportswear brand will cover 100 per cent of a retailer’s refit costs.

The company says the scheme is designed to increase the brand’s presence and restructure its specialist water and outdoor distribution.

All retailers involved in the programme must fulfil a minimum order, and a mandatory contract period has to be agreed.

The programme has been created to accommodate varying sizes of retail space.

A collection of freestanding units, waterfall tables, drawer units, shelves and side hanging options, bespoke lighting and striking graphics have been specifically designed to complement areas from 10sq metres to 30sq metres.

The first fit of its kind has recently been completed in the newly opened Rob Perry Marine store in Weymouth, Dorset.

“We’re really impressed with the Helly Hansen fit,” says Enid Perry of Rob Perry Marine. “It’s eye-catching, modern and bright, which displays the products fantastically.

“The units are all incredibly versatile and we’ve found them very easy to move around, enabling us to change displays and rotate stock regularly.

“The store has been really busy since the Helly Hansen area has been in place and sales are going extremely well.”

“Helly Hansen has worked hard to restructure its distribution deals around the world,” says Emma Russell, marketing manager at Helly Hansen.

“The company has initiated further ventures to support wholesale and encourage greater awareness with the opening of branded stores, whether owned by Helly Hansen or through a partner like Rob Perry Marine, illustrating the strength of the Helly Hansen brand.”

Contact your local Helly Hansen representative for further information about the programme.

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