Helly Hansen appoints Iris to spearhead CRM strategy

Iris has scooped its second new business win in a week after being appointed as the lead CRM agency for professional-grade clothing brand Helly Hansen, after a competitive pitch led by Flock Associates.

Founded in Norway in 1877, Helly Hansen markets technical sailing and performance ski wear, as well as premium workwear. Its uniforms are worn by more than 55,000 professionals, including Olympians, national teams, and at more than 200 ski resorts and mountain guiding operations around the world.

The appointment will see Iris working with the brand’s central CRM team in Oslo, and joining Helly Hansen’s wider existing agency roster. The agency will be servicing all markets.

Working alongside the team at Helly Hansen, Iris will provide a long-term retention-led CRM strategy, and will be supporting the resulting execution from a strategic perspective.

Iris brings its experience in creating customer-centric, localised campaigns on a global level and its sector expertise across B2C and retail in particular to provide a strong digital focus and data-led strategies for the brand.

Helly Hansen head of customer retention Jessica Holman said: “Choosing Iris as our Lead CRM partner was a no-brainer. We had a vision of what this new partnership would look like; a collaboration. Iris was able to bring this vision to life through their pitch and we are looking forward to the great work the team delivers over the next few months.”

Iris London managing partner Craig Wheeler added: “From the very first conversation it was evident Helly Hansen and Iris had many shared beliefs across a variety of subject matters, from sustainability and diversity, protecting the environment and of course, how to create a customer-centric, frictionless and captivating CRM programme.”