Kolon FnC’s ‘Helinox Wear’ Arrives in Dosan, Accelerating Global Expansion [On Site]

[Financial News] Helinox Wear, operated by Kolon Industries’ FnC division, has opened a flagship store in the Dosan Park area of Seoul’s Gangnam-gu, accelerating its efforts to attract foreign customers. The company plans to operate a pop-up store in Shanghai, China, in October before opening a permanent local store in December.
The flagship store in Sinsa-dong, Gangnam-gu, Seoul, visited on the 10th, immediately stood out with its transparent exterior. The entire building was designed with rounded forms reminiscent of Eclipse, a symbol of the Helinox brand. Its visual effects were maximized to evoke the three-dimensional shape of Helinox’s signature lightweight tents. As the brand’s sixth store and first flagship location, it embodies the brand’s identity. The flagship store spans approximately 960 square meters (about 290 pyeong), from the basement level to the fifth-floor rooftop.
Helinox Wear is an outdoor brand launched in October last year after Kolon Industries’ FnC division secured the rights to Helinox’s apparel business in 2024. Drawing on Kolon Sport’s technical expertise, it offers functional clothing designed for everyday use as well as running, hiking, backpacking, and other outdoor activities. The brand increased its lineup from the 60 items introduced at launch last year to 80 items this season, reflecting diverse consumer needs.
Helinox Wear is also accelerating its global expansion. At the Starfield COEX Mall store, foreign tourists account for 25% of sales, confirming the potential of its overseas business. The company selected the area near Dosan Park, where high-end brands are concentrated and foreign tourist traffic is increasing, to target high-end consumers.
A Helinox Wear representative said, "This is a symbolic space that fully captures Helinox Wear’s distinctive lightweight philosophy and the value of space." The representative added, "It will serve as a key hub for attracting a global fandom and a springboard for the brand’s global expansion in the second half of this year."
[email protected] Kang Myung-yeon Reporter