Two Australian-based executives at Helly Hansen - Luke Bennett and Cam Mahoney - have paired up with the owner of the Scandinavian brand to launch a local distribution business called This Way Out.
Bennett, who is the general manager of the new operation as well as of Helly Hansen across Australia and New Zealand, confirmed the news with Ragtrader, adding that the first point of call is relaunching the Norwegian premium accessories brand Db Journey back into the Oceania region towards the end of this year.
This Way Out will stock the brand in some of Helly Hansen’s flagship retail stores as well as select wholesale partners, with Bennett adding that they will be announcing more brands in the coming weeks.
“It’s been a shared vision of Cam, myself and the owner to evolve into a ‘multi-branded’ distribution business for some time,” he said. “We’re now at a point where we’re able to leverage the structure we’ve built for Helly Hansen to expand into the distribution of other premium brands.
“The new business will run in conjunction with Helly Hansen out of our Brookvale (NSW) head office and use our same logistics infrastructure. As the business grows, we’ll look to add some headcount to support, likely toward the end of 2025.”
Helly Hansen has been operating in the Australian/New Zealand market for a number of years, with 13 stores across the region.