Helly Hansen opens first German store

Norwegian technical apparel brand Helly Hansen officially opened its first German store on July 31, 2026, marking a significant retail milestone in its European expansion strategy. Located at Sendlinger Straße 35 in Munich’s city center, the standalone flagship features approximately 330 square meters of retail space dedicated to the brand’s complete product catalog.

Designed to serve as both a retail outlet and a community hub, the new location offers space for expert advice, technical guidance, and interaction with local outdoor enthusiasts. The store showcases Helly Hansen’s full range of gear, spanning technical ski wear and mountaineering gear to performance sailing apparel and functional lifestyle clothing.

Strategic Expansion in the DACH Region

Helly Hansen selected Munich as the site for its inaugural German store due to the city's unique geography and outdoor culture. Positioned at the doorstep of the Bavarian Alps and surrounded by regional lakes, Munich offers direct access to both mountain sports and water activities.

The new footprint represents a targeted investment in expanding the brand's direct-to-consumer presence across the DACH region (Germany, Austria, and Switzerland).

“Munich embodies much of what Helly Hansen stands for: its proximity to mountains and lakes, its passion for outdoor activities, and its high standards for quality and functionality,” said Michael Uhl, General Manager DACH at Helly Hansen. “At the same time, the city is a vibrant urban center. With our own store, we are creating a place where customers can experience the brand in all its diversity.”

Interactive Experience and Tech Showcase

Beyond traditional retail, the Sendlinger Straße flagship highlights the brand’s long-standing history of material innovation. Dedicated displays present Helly Hansen’s proprietary fabric technologies, including specialized waterproof constructions and advanced insulation solutions tailored for extreme environments.

Visitors can explore the engineering behind the gear, consult with trained product specialists, and participate in community events designed to connect local skiers, sailors, and hikers.