With this purchase, Helly Hansen will become a global leader in professional sailing apparel, complementing its existing leadership position in professional skiing apparel and enhancing its presence in the UK outdoor market.
In early 2015, the brand developed a new long-term growth strategy based on the ethos that “Helly Hansen makes professional grade gear to help people stay and feel alive.” Over the last three years, the brand has successful invested in the brand and product development, while focusing on its core product offering and enhancing distribution channels, resulting in growth in the market.
The Musto acquisition enhances this by providing a differentiated product offering that will operate alongside Helly Hansen as a premium specialist brand. It will invest in Musto’s international growth ambitions as well as deepen its technological and sourcing capabilities.
“Musto accelerates Helly Hansen’s long-term aspiration to become a global leader in sailing, matching our leadership position in professional skiing,” says Paul Stoneham, CEO of Helly Hansen. “Our focus will be to expand Musto internationally as an iconic British lifestyle brand with deep technical sailing credentials alongside Helly Hansen. The two brands are highly complementary and hold in common a deep regard for the sailing community and commitment to preserving our oceans.”