Helly Hansen reinforces its presence in Southern Europe from Barcelona

There are business decisions that respond to a clear logic, and others that also explain an intention. The new headquarters of Helly Hansen in Barcelona belongs to both. The Norwegian brand, a global leader in technical equipment for outdoor activities, has chosen the city to consolidate its growth in Southern Europe and shape a structure that goes beyond a simple office.

The new space, located on the iconic Passeig de Gràcia, is born as an operational hub that integrates key areas such as marketing, customer service and commercial operations for markets such as Spain, France, Italy, Portugal and Andorra. A way to get closer to the territory, but also to organize a growth that in recent years has been particularly significant.

The new hub arrives at a time of growth for the company: during the post-pandemic period, it has doubled its turnover in Spain, a figure that not only speaks of volume, but of positioning. "Helly Hansen has matured to become an undisputed benchmark in the technical sector in the country," explains Carlos Bravo, regional manager for Southern Europe and Latin America.

Far from that classic idea of an office, the new headquarters functions as a meeting point. A place to present collections, receive clients and articulate relationships with distributors and prescribers. The space incorporates a showroom designed to host more than 150 clients per year, with differentiated areas for the three key brands of the group: Helly Hansen, Helly Hansen Workwear and Musto. The logic is clear: bring the product closer to those who work with it, distribute it or use it. "The new headquarters allows us to be much closer to the consumer and prescribers, creating a space to present our collections in an integral way," says Bravo.

The choice of Barcelona does not respond solely to a logistical issue. The city acts here as a connection point between markets, but also as a reflection of the brand's identity. An environment that combines sea, mountains and a culture linked to the outdoor and an active lifestyle.

The location also reinforces a broader strategy, in which Helly Hansen seeks to consolidate its presence in Southern Europe within an evolving global context. The recent integration into Kontoor Brands, the group that owns brands such as Lee and Wrangler, underlines this desire for growth and positioning.

One of the pillars of this new stage is the reinforcement of the multi-brand business. Far from betting solely on its own channel, the company maintains its focus on a network of distributors that forms an essential part of its model. It responds to this logic, facilitating a more direct relationship with commercial partners and improving the shopping experience from the origin. The headquarters thus becomes a coordination point where product, strategy, and market converge.

If there is one thing that defines Helly Hansen, it is its direct relationship with the environment. From the America's Cup to the Volvo Ocean Race, and including elite ski teams, the brand has built its identity in contact with those who work in extreme conditions. That experience remains the starting point. The new headquarters not only organizes teams, it also collects that feedback and converts it into development. A way to keep alive a constant relationship between real use and innovation.