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Helly Hansen SWOT Analysis

Published by MBA Skool Team in Lifestyle and Retail category Last Updated: May 19, 2024Read time:

Here is a detailed SWOT analysis of Helly Hansen covering strengths, weaknesses, opportunities and threats.

Helly Hansen Strengths

  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

Above are the strengths in the SWOT Analysis of Helly Hansen. The strengths of Helly Hansen looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Helly Hansen Weaknesses

  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

These were the weaknesses in the Helly Hansen SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Helly Hansen Opportunities

  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

Above we covered the opportunities in Helly Hansen SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Helly Hansen Threats

  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

The threats in the SWOT Analysis of Helly Hansen are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Helly Hansen SWOT analysis.

About Helly Hansen

The table below gives the brand overview along with its target market, segmentation, positioning & USP

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 which comprises of MBA students, management professionals, and industry experts. 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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