Helinox Wear Opens First Flagship Store in Dosan Park, to Enter Shanghai Next Month

First Standalone Store Opens
Shanghai Popup in October... Regular Store Launch in December

On September 10, Kolon Industries FnC Division announced that Helinox Wear, its lifestyle brand, will officially open a Seoul flagship store in the Dosan Park commercial area of Gangnam-gu, Seoul.

Since its launch in October last year, Helinox Wear has opened five stores in major commercial districts, including Gangnam and Jamsil. By combining Helinox's gear technology and Kolon FnC's apparel planning expertise, the brand presents "Wearable Gear" that emphasizes lightness.

Helinox Wear Seoul Flagship Store. The first-floor view where the 'Eclipse Pack Down Jacket' is displayed. Kolon FnC

The Seoul flagship store features "Soft Structure" as its architectural concept. The façade incorporates an ETFE (ethylene tetrafluoroethylene) air cushion, inspired by tent fly sheets. Multiple layers of transparent film are inflated with air to create a lightweight and three-dimensional exterior reminiscent of an ultralight tent.

The store spans six floors, from the basement level to a rooftop on the fifth floor, covering approximately 960 square meters (290 pyeong). The basement exhibits both Helinox gear and Helinox Wear apparel. The first and second floors are dedicated to experiencing leading products and media content. The third floor offers a café and terrace; the fourth floor is reserved as a private lounge; and the fifth floor features a rooftop area.

Helinox Wear Seoul flagship store exterior view. Kolon FnC

The flagship store will showcase every color of the "Eclipse Pack Down Jacket," which was awarded Best of the Best at the 2026 Red Dot Design Award. The "Spectra Eclipse Pack Down Jacket," featuring a titanium-coated interior for water repellency, windproofing, and heat reflection, will also be sold in limited quantities. Exclusive items inspired by Seoul—including T-shirts, grocery bags, camp caps, bandanas, and keychains—will be newly released as well.

Helinox Wear plans to use the Seoul flagship store as a base for global expansion. As of early September, the Helinox account on the Chinese lifestyle platform Xiaohongshu surpassed 60,000 followers. At the Helinox Wear Starfield COEX Mall location, foreign tourists account for more than 25% of visitors.

Helinox Wear aims to open a popup store in Shanghai, China this October to assess local demand, and plans to launch a regular store in December.

A Helinox Wear representative commented, "This new Helinox Wear Seoul flagship store is a symbolic space that fully embodies the brand's distinctive lightweight philosophy and spatial value. It is set to become a key hub for attracting both domestic customers and a global fan base, as well as a powerful springboard for our upcoming China launch events and global expansion roadmap in the second half of this year."

This content was produced with the assistance of AI translation services.