Norwegian star books in for facelift
Melbourne-based wholesaler Blue Rock aims to open 10 to 12 Helly Hansen concept stores in Melbourne, Sydney, Auckland and Queenstown over the next five years and will also launch Helly Hansen workwear during that time.
Blue Rock managing director Sanjay Jain claimed the "new look" retail outlets were designed to "position Helly Hansen as a niche brand and present it in a way that is conducive to leisure shopping."
The styling of the store fit-out would be "very Scandinavian and minimalist, in keeping with the brand's recent Northern Hemisphere retail re-vamp," he said, adding that the stores had been designed to target female shoppers in particular.
"They will feature a contemporary fit-out with comfortable changing rooms, located close to womenswear lines," he explained.
The stores will showcase core Helly Hansen product across the outdoor, travel, skiing, sailing and lifestyle categories, with the addition of Helly Hansen workwear over the next five years.
"Workwear has always been a core product for Helly Hansen, and the company's 127-year long heritage began with that category," claimed Jain.
Helly Hansen has already opened two Melbourne outlets; one opened mid-year at Chadstone shopping centre, followed by an impressive flagship store measuring 400 m2 in the CBD, which opened earlier this month [August].
The flagship store -- which showcases the full Helly Hansen range -- experienced a slow start, partly due the fact that it opened behind schedule, Jain conceded.
"This meant we missed a large part of the ski season, but we expect sales to improve as we approach summer and start selling sailing products," he claimed, adding that the sailing range would benefit from Helly Hansen's recent appointment as official supplier to Victorian sailing umbrella organisation Yachting Victoria.
He also confirmed that Blue Rock remained "strongly committed" to its 100-strong wholesale client base, which includes ships' chandlers and well-known chains such as Rebel Sport.
Helly Hansen's retail outlet will feature contemporary fit-out targeting the "leisure shopping" demographic