Rascasse Audience Intelligence

Helly Hansen Target Market in United States

A data profile of the people who buy, follow and care about Helly Hansen in United States — modelled from more than twelve digital signal sources. Helly Hansen has an estimated audience of 1,378,794 people in United States.

#9among Outdoor in United States#1928among Brand in United States#814in Fashion & Accessoires

The average Helly Hansen fan in United States is 38.7 years old, more male, and lives primarily in California.

The audience is concentrated in California, New York, Texas.

Top brand affinities include Arc'teryx, Fjällräven, Canada Goose, with strongest over-indexing on Arc'teryx (16.63× the country average).

Demographically, the Helly Hansen audience skews more male with an average age of 38.7, and over-indexes on personality traits such as Sustainability, Sports Activity.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical Helly Hansen fan in United States is more male, around 38.7 years old, with strong Sustainability tendencies and a notable affinity for Arc'teryx.

Category: Fashion & Accessoires · Type: Brand · Subtype: Outdoor

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Helly Hansen profile in United States.

Audience size
1.4M
in United States
Gender
41.5%♀
58.5% male
Age
38.7
average years
Country rank
#18893
Brand in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Helly Hansen

41.5% are female, 58.5% are male, average age 38.7.

Fig. 02

Gender split

41.5%
Female
58.5%
Male
Demographic split for Helly Hansen audience in United States
MetricValue
Female41.5%
Male58.5%
Average age38.7
Estimated audience size1,378,794
Fig. 03

Age distribution

Ø 38.7
average years
Age distribution of the Helly Hansen audience in United States
Age bracketShare%
16-1921%
20-2920%
30-3920%
40-4921%
50+19%
Fig. 04

Worldwide distribution

8.4%

of the worldwide Helly Hansen audience comes from United States.

Worldwide audience distribution share by country for Helly Hansen
CountryShare
China12.0%
United States8.4%
Kazakhstan6.8%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Helly Hansen audience in United States is strongest.

Fig. 05

Top regions by affinity

Helly Hansen customers by region in United States
#RegionReachAffinity×
01Vermont~8K3.14×
02Alaska~7K2.41×
03Rhode Island~9K2.10×
04Massachusetts~50K1.87×
05New Hampshire~10K1.79×
06Colorado~40K1.78×
07Maine~8K1.68×
08Washington, District of Columbia~7K1.66×
09Maryland~40K1.63×
10Connecticut~20K1.55×
11Washington~40K1.44×
12Oklahoma~20K1.35×
13Montana~5K1.25×
14New York~90K1.23×
15Utah~10K1.19×
16Virginia~30K1.03×
17New Jersey~30K0.98×
18Nebraska~7K0.98×
19Minnesota~20K0.95×
20Michigan~30K0.93×
21Oregon~10K0.92×
22Idaho~6K0.90×
23Illinois~40K0.87×
24Pennsylvania~40K0.86×
25California~100K0.81×
26North Carolina~30K0.79×
27Florida~70K0.77×
28Wisconsin~20K0.77×
29Delaware~3K0.77×
30Georgia~30K0.76×
31Alabama~10K0.76×
32Nevada~10K0.75×
33Hawaii~4K0.72×
34North Dakota~2K0.72×
35South Carolina~10K0.71×
36Mississippi~8K0.70×
37West Virginia~4K0.70×
38Louisiana~10K0.69×
39Tennessee~20K0.68×
40Ohio~30K0.67×
41Texas~80K0.66×
42Missouri~10K0.64×
43Kentucky~10K0.64×
44Iowa~7K0.61×
45South Dakota~2K0.61×
46Indiana~20K0.60×
47Arkansas~7K0.60×
48Kansas~6K0.59×
49Arizona~20K0.54×
50New Mexico~4K0.54×
Fig. 06

Affinity by region

Affinity by region — Helly Hansen, United States
0.54×1.00×3.14×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Helly Hansen audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Helly Hansen audience
#·InterestCategoryAffinity×
01Whistler BlackcombTravel & Leisure45.43×
02Keystone ResortTravel & Leisure36.50×
03Steamboat Ski ResortPOI36.18×
04Telluride Ski ResortPOI35.46×
05MarmotPets & Animals34.34×
06Outdoor ResearchFashion & Accessoires31.50×
07Mountain HardwearFashion & Accessoires28.45×
08FjällrävenFashion & Accessoires28.07×
09Vail Ski ResortTravel & Leisure27.41×
10Anaerobic exerciseSports20.73×
11Canada GooseFashion & Accessoires17.04×
12Arc'teryxFashion & Accessoires16.63×
13Alex HonnoldSports15.21×
14Ice climbingSports13.95×
15Backcountry skiingSports7.14×
16SnowboardSports7.03×
17Alpine skiingSports6.65×
18Outside (magazine)Home & Garden6.53×
19Winter sportSports6.41×
20Ski resortTravel & Leisure6.03×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Helly Hansen audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Helly Hansen audience · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE3.32×
Sports ActivityPOWER1.99×
Risk AppetiteTHRILL1.85×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Helly Hansen audience · Rather not
TraitClusterDeviationScore
TraditionCONSERVATISM0.70×
Family OrientationCONSERVATISM0.73×
SpiritualityBALANCE0.77×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Helly Hansen's target market in United States?

Helly Hansen's target market in United States covers an estimated 1,378,794 people, concentrated in California and New York.

02

What is the gender split and age of Helly Hansen customers?

41.5% of the Helly Hansen audience are female, 58.5% are male, with an average age of 38.7 years.

03

Which brands do Helly Hansen fans like most?

Helly Hansen fans show strongest brand affinity for Arc'teryx (16.63×), Fjällräven (28.07×), and Canada Goose (17.04×) over the country average.

04

Where do Helly Hansen fans live in United States?

Helly Hansen fans in United States are most concentrated in California (reach ~100K), New York (reach ~90K), and Texas (reach ~80K). These three regions account for the largest share of the active audience.

05

What other brands do Helly Hansen fans also like?

Beyond Helly Hansen itself, the audience over-indexes on Fjällräven (28.07×), Canada Goose (17.04×), Marmot (34.34×), and Mountain Hardwear (28.45×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Outdoor audiences in United States

See Helly Hansen audiences in other countries

How to read this data

Audience size is the estimated number of people in United States 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 United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.

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