Grassroots Outdoor Alliance welcomes Helly Hansen to national vendor partner network

May 13, 2024

As a new vendor partner, Helly Hansen will enjoy its first event as members at Grassroots Connect this June

CODY, WYOMING (May 13, 2024) /OUTDOOR SPORTSWIRE/ – Grassroots Outdoor Alliance, the national organization dedicated to the health and growth of specialty outdoor retail, this spring welcomes Helly Hansen to their national vendor partner network.

As a new vendor partner, Helly Hansen will enjoy its first event as members at Grassroots Connect in Reno, Nevada (June 2024). Their addition elevates the group’s vendor community to 66, joining the nationwide network of 96 independent retailers with 218 retail locations in 45 states.

Grassroots vendor partners gain direct and personal access to the Grassroots retailer community, enjoying the opportunity to collaborate, engage and learn on numerous levels including customized data reports, facilitated learning events, access to the Grassroots staff, and a guaranteed invitation to Grassroots Connect, the group’s hyper-efficient, twice-yearly buying show scheduled for each June and November.

“There’s a direct correlation between the high level of engagement among Grassroots vendor partners and stronger business relationships with Grassroots member retailers, which together contribute to a healthier specialty outdoor sector,” said Gabe Maier, president of Grassroots Outdoor Alliance. “We’re excited to see Helly Hansen step into this role.”

“Helly Hansen is honored to be an official Grassroots Vendor Partner. Grassroots Outdoor Alliance is an important part of our wholesale distribution strategy, knowing that core Outdoor specialty shops are the epicenter of outdoor recreation and adventuring. Helly Hansen is inspired and trusted by professionals who work and play outdoors and who rely on their gear to ensure time spent in nature can be experienced to the fullest. We look forward to working alongside Grassroots retailers to equip people to get outside!”, said Deborah Beggan, VP of Sales, US – Helly Hansen at Waypoint Outdoor

Founded in Norway in 1877, Helly Hansen continues to develop professional grade apparel that helps people stay and feel alive. Through insights drawn from living and working in the world’s harshest environments, the company has developed a long list of first-to-market innovations, including the first supple waterproof fabrics more than 140 years ago. Other breakthroughs include the first fleece fabrics in the 1960s, the first technical base layers in the 1970s, made with LIFA® Stay Dry technology, the patented H2Flow™ temperature regulating system, and the revolutionary lighter, warmer LIFALOFT™ insulation. Building on Helly Hansen’s proprietary HELLY TECH® waterproof/breathable system, the technical outdoor brand has most recently introduced the award-winning LIFA INFINITY PRO™ – the company’s most innovative and responsible waterproof/breathable technology to date.

Helly Hansen is a leader in technical sailing and performance ski apparel, as well as premium workwear. Its uniforms are worn and trusted by more than 55,000 professionals and can be found on Olympians, National Teams, and at more than 200 ski resorts and mountain guiding operations globally.

Helly Hansen’s outerwear, base layers, sportswear and footwear are sold in more than 40 countries around the world and the company is owned by Canadian Tire Corporation (CTC). To learn more about Helly Hansen’s latest collections, visit www.hellyhansen.com.


Grassroots Outdoor Alliance is a retailer-owned active network of 101 independently owned outdoor retailers and 66 vendor partners, working together for the health and growth of specialty outdoor retail. Through data collection and analysis, direct member support, specialty events and deep vendor partnerships, Grassroots Outdoor Alliance is creating both a vision and roadmap for the long-term success of independent specialty retail. Grassroots Outdoor Alliance is recognized as a catalyst for the success of its retailers and vendor partners; an advocate for specialty independent retail; a promoter of education and community within the specialty channel; and a key influencer of the national outdoor industry. For more information on Grassroots Outdoor Alliance, please go towww.grassrootsoutdoors.com.

Connect by Grassroots is our twice annual legacy show experience that spans 4 days offering an efficient and structured format for retailers to conduct their pre-season line showings and business conversations. Connect appointments are scheduled well in advance of the show which supports brands that already have established business with our retail attendees. Connect is focused and efficient and allows retailers and brands to conduct business together at the right time in the buying cycle, while also incorporating opportunities to celebrate the outdoor industry and retail community. The schedule for upcoming Grassroots Connect shows include Reno, Nev. (June 10-13, 2024) and Kansas City, Mo. (Nov. 11-14, 2024). For more information, please visit https://connect.grassrootsoutdoors.com.

Discovery Marketplace by Grassroots is our exploration experience aimed at introducing our attending retailers to new, niche, and exciting brands in a 3-hour unstructured open format offered at the beginning of Grassroots. The Discovery Marketplace is about making introductions and building new relationships between retailers and emerging brands. The next Discovery Marketplace (LINK) will be held June 11, 2023 (Knoxville, Tenn.). For more information, please go to https://connect.grassrootsoutdoors.com/overview-2