Helly Hansen installs ski slope to promote store launch

Helly Hansen, the Norwegian outdoor clothing brand, is promoting the opening of its first UK branded retail store by installing an indoor ski slope at Manchester’s Arndale shopping centre on Friday (23 October).

Melanie Slade for Helly Hansen
Melanie Slade for Helly Hansen

The 20 metre indoor slope will host mini displays from professional snowboarders and skiers to build awareness of the outdoor clothing brand’s new store in the shopping centre.

Melanie Slade, the face of the brand’s lifestyle range, Ask & Embla, will officially open the store on 27 October.

Shoppers can also enter a competition to win ski and snowboard outfits from the new Helly Hansen store.

The store will stock the brand’s whole product range from lifestyle to professional outdoor wear.

The shop is the first of several planned UK stores and is part of Helly Hansen’s global expansion strategy, to provide customers with the “Helly Hansen shopping experience in its own brand environment”. Previously the brand has only been available through other retail outlets.

Helly Hansen is launching an international e-commerce site early next year.

In September, former Timberland marketer Erik Burbank was appointed as global head of marketing, to review the brand’s global marketing strategy.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here