KOLON FnC and Helinox set up China joint venture; plan 30 stores by 2030

[Financial News] KOLON Industries FnC Division is joining forces with camping equipment brand Helinox to target the Chinese market. With a “one brand” strategy combining apparel and equipment, it plans to open at least 30 stores in major cities, including Shanghai and Beijing, by 2030.
According to KOLON Industries FnC Division on the 12th, it has established a joint venture with Helinox called Helinox China. KOLON FnC initially invested 9 billion won in the first half of this year for a 100% stake, and Helinox recently acquired an additional stake to form the joint venture.
After securing the licensing rights for Helinox apparel in 2024 and launching the brand last year, KOLON FnC has also secured the rights to operate the business in China. It has further expanded its business into equipment distribution through the joint venture.
In China, Helinox apparel and equipment will be presented together in a single store. Unlike in South Korea, where KOLON FnC handles apparel and Helinox headquarters handles equipment separately, the company plans to emphasize its technological capabilities through an integrated brand.
KOLON FnC began officially selling Helinox equipment on Tmall, China’s largest e-commerce platform, in the first half of last year. After stepping up promotion on Xiaohongshu (RedNote), China’s version of Instagram, sales in the first half of this year rose 114% from the same period last year.
The company is also stepping up its offline business. Helinox is operating its first pop-up store in China at Huánmào iapm, a Shanghai shopping mall, from the 10th through the 27th. The store features key apparel products, including the Eclipse Pack Down Jacket and Eclipse Pack Down Vest, as well as mugs and chairs available exclusively in China.
The company will open its first permanent stores in December. Starting with locations at iapm and ITC, it plans to expand its store network to at least 30 outlets by 2030, focusing on major shopping malls.
KOLON FnC operates five Helinox Wear stores in major Seoul districts, including Gangnam and Jamsil. It recently opened a flagship store at Dosan Park. Sales of the Wearable Gear lineup, which combines Helinox’s lightweight designs with KOLON FnC’s apparel-planning expertise, at least doubled last month compared with the previous month.
A KOLON FnC representative said, “By combining the capabilities of KOLON FnC and Helinox, we will grow in China’s outdoor and lifestyle market.”
[email protected] Kang Myeong-yeon Reporter