Helinox Wear, a brand developed by Kolon Industries FnC, has opened its first flagship store in the Dosan Park area of Seoul, marking a significant step in expanding its offline presence and targeting the global market.
On September 10, Helinox Wear unveiled its inaugural flagship store in the Gangnam district of Seoul. This store, the first of its kind since the brand's launch, aims to enhance brand experience in the Dosan Park area and broaden customer engagement both domestically and internationally.
The store spans a total area of 960 square meters (approximately 290 pyeong), covering from the basement level to the rooftop on the fifth floor. It reflects Helinox Wear's lightweight philosophy and brand identity, featuring regular seasonal products, edition lines, and exclusive flagship items.
Upon entering, customers are greeted by the brand's signature product, the 'Eclipse Pack Down Jacket.' This jacket received the highest honor, Best of the Best, at the 2026 Red Dot Design Award, and all color options will be showcased for the first time at this flagship store.
A representative from Helinox Wear stated, "We minimized the potential for down leakage by subdividing the panels into 30 sections, making the jacket lightweight at just about 320 grams for a size large."
The store will also offer a limited quantity of the new 'Spectra Eclipse Pack Down Jacket,' which features water-repellent, windproof, and body heat-reflecting capabilities. Additionally, customers can find a flagship-exclusive collection that includes T-shirts, grocery bags, camp caps, bandanas, and keychains inspired by Seoul.
On the second floor, visitors can view the 2026 Fall/Winter collection, which showcases around 80 products. This collection highlights Helinox Wear's philosophy of extending technology used in camping gear to clothing.
Helinox originated in 2009 as a manufacturer of ultra-lightweight tent poles under Dong-A Aluminum. The brand aims to create 'Wearable Gear' that combines functionality and everyday usability by applying its lightweight tent pole technology to apparel.
A Helinox Wear representative emphasized, "Lightweight and durability are core values of our brand. We are creating products that are light, warm, and durable by incorporating technology from our gear into our clothing." They added that a high-strength material backpack focused on lightweight design has been particularly popular, with approximately 10,000 units sold in the first half of this year.
Since its launch in October 2025, Helinox Wear has opened five stores in major shopping districts, including Gangnam and Jamsil, expanding its offline distribution network. Kolon FnC plans to enhance its product lineup by maximizing lightweight features through Helinox's gear technology.
Looking ahead, Helinox Wear is set to accelerate its global market strategy, starting with a pop-up store in Shanghai, China, in October to gauge local reactions, followed by the opening of a formal store in December.
* This article has been translated by AI.
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