Helly Hansen's Odin range is aimed at top-end users
Norwegian outdoors brand Helly Hansen said it is optimistic about its performance this year after record figures for 2011.
The company, famous for its LIFA baselayers, but now producing a wide range of walking and outdoor gear, bucked the general economic trend with revenues up 17 per cent up on the previous year’s.
And the Scandinavian brand said its first-quarter income for 2012 grew by nearly 15 per cent.
Helly Hansen said its earnings before interest, tax, depreciation and amortisation were $24.9m (£15.4m) on revenues of $275m (£170m) in 2011.
A spokesperson said: “Helly Hansen continues to enjoy the benefits of the strategic overhaul launched four years ago.
“In 2011, the company’s EBITDA jumped almost 50 per cent
“This was driven by strong results across key markets such as US and Canada as well a stellar performance in the brand’s home market, Norway, where sales rose 15 per cent despite the amicable split from the country’s largest retail partner.”
The spokesperson added: “2012 continues to look strong with a record result in the first quarter and an anticipated 16 per cent increase in revenues for spring 2012, a growth driven primarily by Asia, North America and the Nordics.
“The company remains positive in its outlook for the full year and anticipates that 2012 will represent a third year of record results.”
Helly Hansen Group chief executive Peter Sjölander said: “2010 was the turn-around year for Helly Hansen, reversing a pattern of negative numbers and beginning a trend of healthy growth and profits.
“While we were proud that 2010 set a new record and milestone for the brand, we’re even more pleased to conclude that 2011 eclipsed that mark to become our new best year ever.
“Year-by-year we are still becoming better at what we do, and the positive Q1 2012 results are further evidence that consumers are increasingly investing in our brand and business.
“We see Helly Hansen continuing on this positive journey toward the billion dollar mark.”
The Oslo-based firm has introduced a range of high-end outdoor wear, with the Odin Fastpack receiving the Design Award from the Norwegian Design Council, and the Odin Mountain Jacket and new H2 Flow Jacket picking up awards from journalists.
Mr Sjölander said: “We are thrilled that both our design and marketing teams are generating so much interest and excitement with our customers and consumers.”
Helly Hansen was founded in 1877 and is credited with inventing the first supple waterproof fabrics more than 130 years ago. Its LIFA Stay Dry base layers became the staple base layer for fellrunners and other outdoor enthusiasts in the 1970s.
It recently supplied gear for the aborted Walking with the Wounded Everest Expedition, which had to be abandoned when conditions on the Khumbu Icefall became too dangerous for the group of wounded ex-soldiers.
