HELINOX GREAT OUTDOORS S/S 2025 PREVIEW

Retail Buyers Guide: Great Outdoors S/S 2025 Retail Buyer’s Guide
Brand: Helinox
Interviewee: Joe White, Head of Marketing & Ecommerce

What is the status of the Outdoor Market after summer 2023?
A slowdown at wholesale made business conditions challenging. Retailers took backorders late after being unable to meet the demand spike caused by the pandemic in ‘22 and ‘23. This led to overstock at the back end of 2023, meaning forward orders were down in ‘24. Even in categories where the sell-through rate has been good, buyers have been unable to reorder due to cashflow shortages—frustrating. For Helinox and other brands that have a clear consumer positioning, this has been counteracted to some extent by strong growth in the D2C business. A good reminder that wholesale is a lagging indicator and brands that have a good reason to be will continue to see positive results when they are able to reach their customers directly.

How did war, economy, global warming, overall inflation affect your SS23 sell in plans (delays/ range cancellations/ carry over/stock)?
All these issues had some impact, that’s for sure. Weather across Europe has been challenging (Where is Summer?!), and the macroeconomic challenges continue to pinch consumers’ pockets. But the big issue is this wholesale backlog of late orders in 2023, reducing forward orders in 2024, and the impact that has on cash flow for retailers.

What are the major trends in the camping segment in spring/summer 2025
Overall participation in outdoor recreation is up, but the frequency of participation is down. We are starting to see the embedding of ‘the casual outdoor participant’ as the dominant economic force in the market. This person is less focused on one specific activity, choosing to do a range of outdoor activities more casually. For brands, this means less focus on elite performance and more focus on values such as community, mental health and nature connection. Brands need to become laser focused on their proposition and who their customer is.

Take us through your line highlights for s/s 2025
2025 will see newness at the core of our business with a brand-new Chair One and Chair One Highback. We’ve redesigned this cornerstone product from the ground up making it more stable, more comfortable, and more eco-friendly. We will also launch a new category. PLAY is the first premium, packable outdoor game range to hit the outdoor market. Helinox reinvented the camping chair 15 years ago, making it light enough to carry anywhere you go and strong enough to withstand many years of use. We’ve used the same guiding principles in our reinvention of outdoor games. The category will launch with 4 games:
The PLAY collection will launch with four games:Yutnori, a traditional Korean table game;

StringTrees, based on the popular US bar game, shuffleboard;
HeliDrop, a beanbag game of throwing accuracy and skill;
HeliDisc, where a well-aimed flying disc throw knocks the opponent’s target off the tower.

What efforts are you implementing towards sustainability?
Working with our engineering partner DAC, we are focused on improving efficiency and reducing waste from our aluminium production. Our new (Re)form production process takes the waste material from the factory floor and repurposes it into raw material. Approximately 30% of the aluminium in the new Chair One pole comes from this new process. This vast reduction in waste material sets a new standard for sustainable craftsmanship in aluminium production.

Which items should every nature lover take with him on the next outdoor-adventure?
Every campout needs some fun, so grab a Helinox game such as Helidisc and challenge your friends to a game.

What marketing stories and themes are you telling in your line for SS2025?
Sitting is Believing – Helinox is challenging our customers to come and try our new Chair One for themselves via events, in-store activations and festivals. Just like trying a new shoe, you can never really tell if it fits until you try it. Let’s Play – This is call to all our fans to get out of their camp chair for a moment and join in the game. Helinox Play is inclusive, fun and joyful.

Anything to add or shout out?
Shout out to Finisterre as the first surf brand and retailer to see the opportunity and stock Helinox in their physical retail locations

Key Products:

Chair One (Re):
Enhanced comfort: The Chair One (re) is a redesign of the original award winning Chair One, our #1 selling style and the product that defined the category of lightweight, packable furniture. The Chair One (re) seat is even more comfortable due to the adding of a second tension line within the perimeter of the chair to uniquely distribute weight around the frame.
• Packed weight: 1.12kg
• Capacity: 145kg

Chair One RE Highback Black

HeliDisc:
Fun & easy to play: Transform any outdoor space into a game arena. Well-aimed throws of the disc can get a direct hit and knock your opponent’s target off their tower. Then, watch while they scramble to catch the target before it hits the ground. The first team to score a direct hit after reaching 21 points wins.
• Portable & packable
• Players: 2-4

HeliDisc

HeliDrop:
Fun & easy to play: An outdoor game of throwing accuracy and skill to set up camping or in your own backyard. Score points by tossing your bean bags in one of three differently sized nets–the smaller the net, the more your score. The first team to get 21 points wins.
• Portable & packable
• Ages: 14+
• Players: 2-4

HeliDrop -17