Pioneering Korean-based outdoor equipment brand, Helinox, has announced plans to expand its European-based subsidiary, Helinox Europe BV. The initiative will be led by Andrew Shand as CEO Europe, with Sally McCoy serving as Executive Chairman of the Board. Shand joins Helinox from Vista Outdoor Inc., where he served from 2016 to 2018 as Vice President of International of their Outdoor Products division, leading the sales organisations in Europe for category leading equipment & accessory brands including Giro, Bell, CamelBak, Bushnell and Bolle. Prior to Vista Outdoor, he led CamelBak international from 2009 to 2015, working under McCoy’s leadership as CEO.

Andrew Shand will start in the role from July 1st, and will be responsible for growing and maturing the brand in a thoughtful and sustainable way. Additionally, he acts as Managing Director Europe for Dongah Aluminium Corporation (DAC). DAC is the global leader of highest quality, highest precision and highest performance aluminum tubing, and produces the aluminium poles that Helinox exclusively uses for its collapsible furniture products.

“We will focus on continuous innovation to develop meaningful new products that will surprise and delight our customers. Andrew’s experience will help us strategically to achieve our goals in Europe.” said Young Lah, CEO of Helinox Inc.

“The Helinox brand is built upon a foundation of outstanding design and premium quality and I’m very excited to have been asked to lead its continuing evolution in Europe,” added Shand.

INFO: Helinox