Helly Hansen SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

Helly Hansen SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Helly Hansen, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Helly Hansen to benchmark its business & performance as compared to the competitors, and make strategic improvements. Helly Hansen is one of the leading brands in the lifestyle and retail sector.

The article below lists the Helly Hansen SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Helly Hansen SWOT Analysis:

SWOT Analysis of Helly Hansen

For Helly Hansen, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Helly Hansen Strengths

The strengths of Helly Hansen looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Helly Hansen :

1. The brand produces high end sportswear made especially for sportsmen.

2. The brand uses Nobel Prize winner fabric technology called LIFA in its clothes making them suitable for harsh conditions.

3. The brand has been used in famous TV series Deadliest Catch and also a few movies.

4.The brand has a high product range and the delivery is direct from China

5.The brand has a strong heritage

Helly Hansen Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Helly Hansen SWOT Analysis:

1. The brand may not be popular at places which neither have a cold climate nor has very few water sports.
2. Limited global presence and lesser brand awareness compared to the leading global brands

Helly Hansen Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Helly Hansen SWOT Analysis:

1.The brand expansion in emerging economies which can increase its customer base

2. The number of people participating into water and snow sports are increasing every year thus providing a good opportunity
3. Tie-ups with sports teams, clubs, sports companies etc

Helly Hansen Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Helly Hansen are as mentioned:

1. Wide range of competitors in the apparel market

2. Tough competition from international as well as domestic players
3. Fake imitation products can hurt sales and brand

Helly Hansen Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 6 competitors of Helly Hansen:


2. Reebok

3. Nike
4. Puma
5. Fila

Hence this concludes the Helly Hansen SWOT analysis.

Continue reading more about the brand/company.

About Helly Hansen

Helly Hansen Overview
Parent company

Helly Hansen


Apparel and accessories


Lifestyle and Retail

Tagline/ slogan

Confident when it matters; Warm is the new black; Survival work sport


The brand is a pioneer of the 3-layer clothing system for dressing in low temperature conditions

Helly Hansen STP

The brand caters to swimmers, athletes, snow sportsperson and other sportsmen needing tough clothes gear

Target group

Sportsmen and athletes belonging to sec A


High-tech apparel for outdoor sports, workwear and survival gear.

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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