Europe a key market for Helinox as leadership team restructured

The founder and CEO of Helinox, the global leader in premium portable furniture and outdoor gear, has announced his intention to put more personal focus on the European and US markets. Young Lah has revealed a strategic restructure of the Helinox leadership team, with key new appointments to facilitate future brand and business growth.

Ethan Moon, former VP at Anker and director at Belkin, has been appointed as chief operating officer (COO) for the European and USA businesses. Chi-Wang Cheung, former business development director at Hermès, has taken on the role of chief strategy officer (CSO), assuming responsibility for the company’s global strategic direction and leading its marketing efforts. Daniel Hartung, head of design and innovation Europe, has been with Helinox since its birth, and with deep knowledge of sports, outdoor and luxury, will continue to strengthen the brand’s position in Europe. In addition, Markus Hefter, former head of ISPO, has joined Helinox as director, head of sales and operations for Europe, heading up a key territory for the brand.

A seasoned executive in the sports and outdoor industry, Markus Hefter brings a wealth of experience to the leadership role for Helinox Europe. He has played an important role in shaping the industry landscape and his background also includes leadership positions at companies such as Polygiene and cloud-based retail platform Btwentyfour, where he oversaw business development and operational strategy.

Speaking on behalf of Helinox Europe, Markus Hefter comments: “We are very excited about the future potential for Helinox in our European markets. Speaking personally, I’m incredibly honoured and humbled to take on my new role, and to work alongside such strong leaders such as Ethan, Chi-Wang and Daniel, and the reast of our team. This brand has long stood out to me, not only for its commitment to innovation and design excellence, but also for its role in redefining what’s possible in the world of portable gear. I’m thrilled to have the opportunity to contribute to this journey, working alongside a passionate team that truly embodies the spirit of outdoor culture.”

Based in Amsterdam, the Helinox Europe business is now well established in all major European outdoor markets. The brand has a strong presence in the specialist retail sector and recently started rolling out a new in store merchandising initiative with key partners. Helinox has also gained wider lifestyle traction, through projects such as the Helinox Creative Centre Paris. Through the latest strategic leadership changes, the brand continues to position itself for long-term success in an ever-evolving global market.

To find out more about Helinox, visit helinox-hcc.com.