Helly Hansen Audience in Germany
Helly Hansen has an estimated audience of 602,729 people in Germany. 45.7% are female, 54.3% are male, average age 37.6. Top regions: Bayern, Hessen, Baden-Württemberg. Top brand affinities: Dagens Industri, Motorhome stopover, Sports, Solebox, Sports Direct.
The average Helly Hansen fan in Germany is 37.6 years old, balanced, and lives primarily in Bayern. The audience is concentrated in Bayern, Hessen, Baden-Württemberg. Top brand affinities include Dagens Industri, Motorhome stopover, Sports, with strongest over-indexing on Dagens Industri (58.76× the country average). Demographically, the Helly Hansen audience skews balanced with an average age of 37.6, and over-indexes on personality traits such as Early Adopter Mentality, Sustainability. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Fashion & Accessoires · Type: Brand · Subtype: Outdoor
Demographics of Helly Hansen fans
| Metric | Value |
|---|---|
| Female | 45.7% |
| Male | 54.3% |
| Average age | 37.6 |
| Estimated audience size | 602,729 |
Audience persona
The typical Helly Hansen fan in Germany is balanced, around 37.6 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Dagens Industri.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Bayern | 91,356 | 0.94× |
| Hessen | 82,227 | 1.79× |
| Baden-Württemberg | 74,621 | 0.91× |
| Nordrhein-Westfalen | 74,613 | 0.57× |
| Niedersachsen | 58,908 | 1.01× |
| Berlin | 32,787 | 1.22× |
| Schleswig-Holstein | 30,208 | 1.4× |
| Hamburg | 27,052 | 1.99× |
| Sachsen | 24,653 | 0.83× |
| Rheinland-Pfalz | 22,543 | 0.75× |
| Brandenburg | 15,191 | 0.81× |
| Mecklenburg-Vorpommern | 10,785 | 0.94× |
| Thüringen | 10,447 | 0.68× |
| Sachsen-Anhalt | 10,146 | 0.65× |
| Bremen | 4,776 | 0.93× |
| Saarland | 4,457 | 0.6× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Dagens Industri | 58.76× | Business & Career |
| Motorhome stopover | 30× | Travel & Leisure |
| Sports | 1.91× | Sports |
| Solebox | 19.48× | Shopping |
| Sports Direct | 21.33× | Fashion & Accessoires |
| Puma | 6.07× | Fashion & Accessoires |
| Life Style Sports | 57.54× | Shopping |
| Sneaker collecting | 5.04× | Fashion & Accessoires |
| Arts and music | 1.57× | Arts & Culture |
| Peak Performance | 11.29× | Fashion & Accessoires |
| Sportswear (fashion) | 4.67× | Fashion & Accessoires |
| Sellpy | 4.74× | Fashion & Accessoires |
| Carhartt | 6.52× | Fashion & Accessoires |
| Nike+ | 6.31× | Sports |
| Trekking pole | 10.66× | Sports |
| Diadora | 18.18× | Fashion & Accessoires |
| Size? | 18.57× | Shopping |
| OUTDOOR ADVENTURE | 4.35× | Games |
| Stradivarius | 4× | Shopping |
| Minority rights | 16.9× | Politics & Society |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Early Adopter Mentality | POWER | 2.8 |
| Sustainability | BALANCE | 1.52 |
| Luxury Orientation | PREMIUM | 1.52 |
| Sports Activity | POWER | 1.41 |
| LGBTQ+ Identity | OPEN | 1.26 |
| Creativity | OPEN | 1.15 |
Worldwide distribution
| Country | Share |
|---|---|
| China | 12.2% |
| United States | 8.5% |
| Kazakhstan | 6.9% |
See Helly Hansen audiences in other countries
More Outdoor audiences in Germany
- Revolution Race (3,343,153)
- The North Face (3,007,873)
- Jack Wolfskin (1,944,192)
- The Timberland Company (1,455,625)
- Arc'teryx (1,324,605)
Frequently asked questions
How many fans does Helly Hansen have in Germany?
Helly Hansen has an estimated audience of 602,729 people in Germany, concentrated in Bayern and Hessen.
What is the gender split and age of Helly Hansen fans?
45.7% of Helly Hansen fans are female, 54.3% are male, with an average age of 37.6 years.
Which brands do Helly Hansen fans like most?
Helly Hansen fans show strongest brand affinity for Dagens Industri (58.76×), Motorhome stopover (30×), and Sports (1.91×) over the country average.
Where do Helly Hansen fans live in Germany?
Helly Hansen fans in Germany are most concentrated in Bayern (reach 91,356), Hessen (reach 82,227), and Baden-Württemberg (reach 74,621). These three regions account for the largest share of the active audience.
What other brands do Helly Hansen fans also like?
Beyond Helly Hansen itself, the audience over-indexes on Motorhome stopover (30×), Sports (1.91×), Solebox (19.48×), and Sports Direct (21.33×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Helly Hansen. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.