Introduction
“The ECHOS team is dependable as hell. Dependable for creativity, hard work, and consistent results, month-after-month, and they know our products inside and out. They also deeply understand the outdoor market yet easily move in and out of other categories. I highly recommend working with ECHOS.” – Azul Couzens, President, Helinox USA (Former)
The original creator of portable, tent-pole furniture and recognized as the gold standard of lightweight outdoor furniture, Helinox selected ECHOS in 2016 as its partner to support growth in the North American market with the goal to solidify the brand in outdoor while reaching new audiences in streetwear, hunting, fishing, overlanding, ADV moto, and broader lifestyle media.
Aervices provided:
– Strategic Brand Positioning & Narrative
– Multi-Vertical Media Relations (Outdoor, Fashion, Streetwear, Lifestyle)
– Collaboration Amplification
– Affiliate Marketing & Influencer Partnerships
– Cross-Category Expansion Strategy
The challenge:
Helinox pioneered packable outdoor furniture but faced saturation in the outdoor category as competitors copied the model. The brand sought North American expansion into new markets; streetwear, fashion, overlanding, hunting, fishing, and broader lifestyle, while maintaining stronghold with core outdoor adventurers.
We needed to bridge Helinox’s outdoor heritage with fashion-forward urbanites, proving the brand’s versatility beyond camping without diluting premium positioning.
Approach
ECHOS crafted a multi-faceted approach that combined strategic positioning, media relations, and affiliate marketing to expand Helinox’s reach while solidifying its identity as the premium outdoor furniture and accessories brand. The overarching strategy was to keep a consistent focus on best-selling, in-line products through brand storytelling and product seeding, while generating spikes of media coverage and brand awareness with Helinox’s limited-edition releases and collaborations, appealing to journalists and publications focused on music, streetwear, fashion, and design. ECHOS further expanded Helinox’s visibility through a well-orchestrated affiliate program geared to drive brand awareness and sales, collaborating with trusted content creators and publisher partners to highlight the versatility and quality of Helinox products.
Through ECHOS’ strategic efforts in storytelling, targeted media relations, and a robust affiliate program, Helinox continues to strengthen its presence in the outdoor market while achieving notable growth in streetwear, design and lifestyle spaces. This comprehensive approach helps reinforce Helinox’s position as the premium brand in lightweight, packable furniture and accessories, while expanding its appeal to new audiences across multiple industries.
We positioned Helinox beyond “camping chairs” into broader lifestyle contexts: overlanding base camps, urban rooftop gatherings, music festivals, and fashion-forward outdoor spaces.
2025
465 Pieces of Media Coverage
22 YouTube Features
1.9B Potential Audience Reach Digital
5.6M Potential Print Reach
150 Media Test Products Seeded
2024
460 Pieces of Media Coverage
47 YouTube Features
1.83B Potential Audience Reach Digital
5M Potential Print Reach
127 Media Test Products Seeded
