In today’s ever-changing business world, it’s not enough anymore to create brand awareness and image through just simply selling your products to third-party retailers in hopes it will result in a deeper connection with potential customers. Enter the emergence of the brand store.
Brand stores, popularized and made successful by companies such as Apple, are stores owned and operated by the company whose products are being sold in-store. With Apple becoming so successful with this type of model, it was only a matter of time before companies in the snow sports industry took a chance on this format.
Helly Hansen, the Norwegian outdoor brand is now officially represented with branded shops in all continents, except for Africa.
“Our focus on our own brand shops is a result of our commitment to developing Helly Hansen as a true global brand”, says Peter Castella, Global Retail Director.
The ability for company to provide a carefully controlled customer experience is nearly unmatched outside of brand shops, as a brand like Helly Hansen can truly know its products are being sold top-to-bottom with the most knowledgeable people available.
“As an example, Our flagship store on the busy Karl Johan’s Gate in Oslo, Norway gives customers a unique interactive experience with a variety of sound, video and graphic effects – all highlighting the brand’s experience as the leader in protecting and enabling passionate
professionals who work on the world’s mountains and oceans”, Castella continues.
Recent brand store openings have prominently included areas of Asia, as it has emerged as one of the areas of focus for Helly Hansen. The company recently marked the opening of the Beijing store this past April, and Japan will see its first stores open next month in July. Not to be left out is South Korea who see four shops launch in September.
By increasing global penetration, Helly Hansen hopes to become a truly relevant brand to customers around the world.