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.

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