Helly Hansen and Norsk Sport willing to co-operate in the future

Helly Hansen and Norsk Sport (Unlimited Sports Group) decide upon new distribution model for Germany, Austria and Benelux.

Reflecting an evolution in its relationship, Helly Hansen will become responsible for fully serving Germany and Austria, taking over from Norsk Sport. Parties will jointly serve the Benelux with Norsk Sport focusing on its network of own stores and network of partner stores.

In January of 2009 Norsk Sport became Helly Hansen's distributor and licensee for Germany, and Austria and the Benelux. After almost 5 years of cooperation, the parties have jointly decided to evolve their cooperation. From January 2014 Helly Hansen will operate directly in all four markets through wholly owned subsidiaries. Helly Hansen will effective immediately, take over the sales, marketing and distribution within the region, starting with the Spring and Summer 2014 season collections. As the market expert Norsk Sport will remain HH 's strategic partner in the Benelux where it will continue to service its expanding network of Unlimited Sports Group stores as well as its partner network of stores.

This evolution is reflective of Helly Hansen's positive global financial performance and the desire for both parties to focus on their respective strengths. ''The last three years have been the best in our 135 year history” says Peter Sjølander, Helly Hansen CEO. “As the brand and business continue to strengthen and outpace the market, we're thrilled to take this natural step within the region. We'd like to thank Norsk Sport / Unlimited Sports Group for their great efforts in these territories and for their cooperation over the past years. We are happy they will stay an integrated part of our business in the Benelux”.

According to Jos Gillebaard, CEO Unlimited Sports Group,” Parties believe that Helly Hansen is currently better set-up to service its customers in this important territory and therefore a new distribution model is appropriate and opportune. It has been a great period working with the very successful team of Helly Hansen. They have been able to outgrow the market in all aspects and obviously we are happy to be Helly Hansen's partner for the Benelux for the coming years.

Helly Hansen will open a new showroom and regional office in Munich, Germany on September 7th to support their growth in the region. This new facility will support Helly Hansen's Sport and Workwear divisions. Helly Hansen will also open additional showrooms across the four markets in the near future. Customers that want to get in contact with Helly Hansen can contact us via the following numbers.