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EMP: Helly Hansen Hires Jenny Daudlin to Steer North America Sailing Division

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Helly Hansen Hires Jenny Daudlin to Steer North America Sailing Division
Press Release from
Helly Hansen

Helly Hansen is experiencing record growth this season throughout all of its North American distribution channels, including its sailing and watersports divisions. In order to maximize its historic sailing influence, Helly Hansen this week named Jenny Daudlin to the newly created position of sailing sales representative for North America.

Daudlin’s new role is one of multiple North American sales, marketing, merchandising and product positions established at Helly Hansen this year under the ownership of Ontario Teacher’s Pension Plan (OTPP). The OTPP acquired the majority of the 136-year-old Oslo, Norway-based brand in 2012.

“Since Norwegian sea captain Helly Juell Hansen created the world’s first supple waterproof fabric in 1877, his namesake company has transformed into a global active lifestyle leader,” said Filip Francke, vice president and general manager for Helly Hansen USA. “Daudlin will drive the Helly Hansen’s NA sailing business growth as well as work to create new long-term relationships in the watersports industry.”

Daudlin is a seasoned marine industry expert who has sold multiple marine hardware and outerwear brands. She studied accounting and finance at Northern Michigan University on the shore of Lake Superior. In 2006, after graduation, she relocated to Annapolis, Md. to coach at Severn Sailing Association. In 2008, she joined the Helly Hansen team as manager of the Helly Hansen Annapolis Brand Store. Under her direction, the store more than tripled its sales in five years. She was awarded Manager of the Year for North America in 2011 and 2012.

“I grew up in Grosse Pointe Farms, Michigan, sailing dinghies and small keelboats on the Detroit River and Lake St. Clair,” said Daudlin. “I’ve always loved being around the water and it’s fantastic that my passion for watersports has become my career. Helly Hansen is the original technical sailing brand and has unmatched potential to grow its presence in the North American market. The 2014 watersports collection is outstanding and is positioned to benefit the entire sailing and boating community.”

About Helly Hansen
Founded in Moss, Norway, in 1877, Helly Hansen continues to protect and enable professionals making their living on oceans and mountains around the world. Their apparel, developed through a blend of Scandinavian design and insights drawn from living in some of the harshest environments on earth, helps provide the confidence professionals need to step out into the elements and complete their jobs. The company invented the first supple, waterproof fabrics more than 130 years ago, created the first fleece fabrics in the 1960s and introduced the first technical base layers made with LIFA® Stay Dry Technology in the 1970s. Today, Helly Hansen is the official uniform partner for more than 60 ski resorts and mountain guiding operations and has outfitted more than 33,000 mountain professionals. The brand’s outerwear, base layers, sportswear and footwear for winter, outdoor and water sports are sold in more than 40 countries. To learn more about Helly Hansen’s latest collections, visit

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