Helinox SS21 Great Outdoors Preview

Brand: Helinox

Interviewee: Joe White, European Head of Marketing

How is Covid-19 impacting your business and can you see any opportunities for the Camping market as a result of the pandemic?
After the initial shock of lockdown and the subsequent shift towards selling through our e-commerce website, online-only retailers, and strong omnichannel accounts; we have seen good stability and even growth for the Helinox brand in the camp furniture category.

Online search and campsites booking data are indicating that camping is going to be a popular holiday choice this year for people in Europe looking for an alternative to an overseas summer holiday. Camping is accessible to many people, and it offers opportunities to spend time with family in the outdoors where social distancing can be achieved more easily. After the stress and confinement of the last few months, camping can give people an ideal way to relax, have fun, and reconnect with nature.

Helinox Speed Stool

What are the major trends in the camping segment in spring/summer 2021?
One thing we have also noticed is that those buying seem to be prioritising good quality products that are built to last and have chosen to come back for the supporting accessories that make their enjoyment of the product even greater. We think a Helinox chair can provide real joy whether out in the wilderness or sat at home in the garden or sat on a balcony – our customers at the moment seem to agree!

Where have you positioned your brand in the market and why?
Helinox invented the category of chairs that you can actually take backpacking with you. This concept didn’t really exist before the Helinox Chair One was launched, and now we have products like the Chair Zero which weigh under 0.5kg and pack up ultra-small. When you’re a company that thinks in terms of redefining and inventing new categories you always have something coming through that will surprise and delight customers. This year we’ve focused on bringing bright colour and fun to a typically safe and traditional category. We’ve also developed some very cool shade solutions for sitting outside in on those sunny days! Innovation is important to us, and so is the aesthetic that the materials and functionality create. Sometimes it’s also about injecting character and personality into a product.

Which items should every nature lover take with him on the next outdoor adventure?
We would suggest taking advantage of the ‘Great British Summertime’ by packing up a Helinox sunset chair, our detachable cupholder and our personal shade solution and heading to an off the beaten track beach to surf, swim and enjoy some quality r&r with some family and friends. Just remember, leave no trace of being there.

How has Covid-19 affected your SS21 sell in plans (delays/ range cancellations/ carry over)?
For the SS21 sell in season, we conducted our first series of online sales meetings. We divested resources from activities such as printing catalogues and flying sales teams across Europe and reinvested that money into sustainable, digital-first tools designed to support a remote sell-in. Early indications suggest this move will not negatively affect our order book.

We also decided to offer a slightly slimmed downrange of new products and colourways for SS21; this was primarily to help the sales teams make the switch to remote selling without being overburdened by lots of new products. It also means we’ve got lots of exciting developments in the pipeline for ‘22!

Helinox Incline Festival Chair Tie Die

Please talk us through your 2-3 of your key products for 2021.
The Incline Festival Chair – Designed to enhance the experience of any outdoor festival or event where you might want to take the weight off, kick back and watch the show. The low to the ground, large bucket seat chair has adjustable legs that can be alternated to change the seating angle, ensuring you max your enjoyment of the show. Comes in our rad new tie-dye colourway!

Helinox Incline Festival Chair Tie Die

The Bloncho – If you have ever spent an evening sat in a camp chair hanging out with friends you’ll have wished you had a poncho or at least a blanket to keep you warm as the night draws in. Helinox has created the perfect hybrid. A blanket/poncho = The Bloncho; designed specifically to work with Helinox chairs and made from 100% recycled materials.

The Speed Stool – The lightest and most portable seat in our range. The speed stool weighs just 470 grams and can be pulled out in any circumstance to provide a stable sitting surface on the go.

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Duer

Homeboy

Kavu

10th fest header, Laura Enever photographed by Stu Gibson

Lib Tech

Homeboy

Stance

Wave Hawaii

Flow

Takayama

Amplid

PATAGONIA

Duotone

Oxbow

Mindless

Dupraz

Airush

Horsefeathers

Triple 8

ROXY

PALM AND PINE

XION

Maui and Sons

Nikwax

Flojos

Bonfire

Hours is Yours

Rehall

POC

és

Brakeburn

key equipment

Stewart x Sample N'Co licensee and distributor

Semente

Tur

Phunkshun

Never Summer

Jet Pilot

CÉBÉ

Goodboards

Mistral

Halagear

Buddy Buddy

JONES

Backcountry Access

O'brien

JONES

Looking Sideways episode 100a&b. Danny MacAskill & Nicolas Muller. Photos by former SOURCE art director, Owen Tozer

Slingshot

Easy Snowboards

Rad Air

Ride Snowboards

West

Carver

Volcom

Heimplanet

Telos

LOST

Osiris

Karakoram

BradenHoban_BsNoseblunt_BaltimoreMD_KyleSeidler

EMERICA

Surftech

Simon Anderson

Konvoi

Wesc

Amplifi

Sandqvist

Red Bull SPECT

Sooruz

Mundaka

TSG

Dragon

Silbaerg

Florence Marine X

Endeavor Snowboard

Osiris

Globe

Easy Snowboards

K2

Kemper

Rossignol

Barts

Spark R&D

Gara Split

Salomon

Havaianas

West

Slingshot

Hobie

ROXY

Gladiator Paddleboards

Dragon

Gul

Stranda

NSP

Recco

Cool Shoe Corp.

Town & Country S/S 22 Surfboards Preview

Town & Country Surf Designs

West

Drake

Homeboy

Mike Michael Akira West Westwell 686 Westlife distribution belts digital

Norden

196-xxxxxxxPierre&NideckerBrothers-PressRelease-May2024

Rossignol

Armstrong

Weston

NSP

Moai

christian henry backside nose pick las vegas december 2022_CMYK

Dickies

Salomon

Hours is Yours

Rossignol

Grassroots

TSG

IrieDaily-competition-time-nsplwyyjxbn3t82ouuk0edo3v7hjpk70wee4pxx45c

The Vans Joel Tudor Duct Tape Invitational

Helloid

ROXY

Firewire

PATAGONIA

Melon Optics

ROXY

Drone of The Wave Site, credit Nick Hounsfield

Never Summer

Hurley

Sole Tech’s Bas Janssen - Photographer, Rob Rouleaux

SINNER

clover

JONES

Rome

JS Industries

Swox

Burton

Bollé

POC

Nidecker

Spy

Barts

Dirty Dog

Team Rider Naxto Gonzalez in Quiksilver FIlm, Radical Times

Cabianca Surfboards

SINNER

Slingshot

Plenty Humanwear

Verdad

Red Paddle Co

Iriedaily

Melon

Iriedaily

Dewerstone

Oxbow

Amplid

Leki Poles

XION

Brethren

Greenbush

Arbor

Rossignol

Reedin

Rad-Air

Surf for Tomorrow, episode 7, It's more than surf

Nuura

GA Kites

JONES

Arbor

Amplifi

Sandbox

Aqua Marina

Hydro Flask

Nidecker

Protest

Salomon

SeventyOne Percent

CHPO

CHARGERHELMET-BLACK-10004183-BLACK-LIFESTYLE02

Dakine

Evoc

SIC

Fjällräven

Osiris

Sandbanks

Bliz

Last Resort AB

Gotcha

Flow

Vans

K2

Dragon

O'Neill

Vision

radiator

Nitro

Flaxta

RRD

Anon

Indiana

Zeal Optics

Picture Organic Clothing

Portuguese Deeply Team Rider Vasco Ribeiro at the 2018 Pro Anglet

Basque Country Surf 2022 Surfboards Preview

Basque Country Surf Company

CMP

Gogglesoc

Ronix

Barts

Red Paddle Co

Piilgrim

Oakley

TSG

ROXY

EMERICA

West

Photo Credit Michael Lehmann, Rider Thomas Kigle

Head

NSP

Pyzel

L1

Zealous

Nitro

Salty Crew

Dupraz

Dakine

Head

Jucker Hawaii

JONES

Firewire

ROXY

Elevated Surfcraft

Burton

LOST

Hydroponic

New Balance

Head

Volcom

Nitro

Body Glove

Head

Black Diamond

YukaFujimori_C26JPNShoot_TeineJPN_KentaroMatsuda

Burton

Ion Wetsuits

Wave Hawaii

SKTWK 2019, Real Street. Photo cred Dennis Scholz

TAN18_Action SNB_Gigi Ruef & Carlos Garcia Knight_Klaus_Polzer_102_MR

ReeseBarton_FsFeeble_Bump2Rail_RussianSpySpot

ipath

We Are Feel Good Inc.

Fanatic

Rhythm

686

HEAD Snowboards

Jak Pietryga-Switch Varial Heel-Southbank-D76V8249

Madrid

Phieres

Billabong

O'Neil

Spark R&D

Microfibre Cooling, adult, Arcadian Blue

Hilx

Rossignol

Lightning Bolt

Homeboy

Volcom Abandoned Playground Collection 2 Skate Urban 90s Fashion Military Sportswear

REKD

Naish

Rossignol

Brethren

Aquafil

FLITELab*

Spinera

Carve goggles

Tripstix

Norden

Petromax

Borealis

Quiksilver

GNU

CHPO

Kanoa

Ripcurl

CÉBÉ

Soöruz

Slingshot

Freestyle

PAG Neckwear

Gerry Lopez

GNU

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Helinox SS21 Great Outdoors Preview