LEADING OUTFIT INTERNATIONAL’S UK EXPANSION

With a fresh strategy for 2025, Mike Storey takes charge of Seeland and Härkila sales, aiming to drive growth, support retailers, and celebrate Härkila’s 40th anniversary in the UK market.

Outfit International, the Danish outdoor apparel company behind Seeland and Härkila, has appointed Mike Storey as its new Regional Sales Director for the UK market. With an extensive background in managing premium brands, Mike brings a wealth of experience and a fresh vision for the company’s future. In this exclusive interview, Mike shares his plans to drive growth, tackle industry challenges, and elevate the profile of these two iconic brands among UK retailers and customers.

A VISION FOR GROWTH

Mike Storey is stepping into his new role with a clear focus on growth through a retail – and customer-first strategy. “My vision centres on ensuring we continue to deliver innovative products and exceptional value to our partners and end consumers,” he explains.

Seeland, known for its accessible yet innovative outdoor gear, has seen significant growth in the UK over the past 12 months. Mike credits this momentum to product innovation, particularly with the launch of the AW25 collection, which includes the Celsius Heat range designed to keep users warm even in the harshest conditions.

Meanwhile, Härkila remains a leader in premium performance outdoor apparel. “Our goal is to maintain and enhance this position by offering technical hunting gear and versatile ‘before and after the shoot’ apparel,” Mike says. Notably, the brand is reaching new audiences thanks to its collaboration with actor Vinnie Jones, who is featured in The Gentlemen series 2 and Vinnie Jones in the Country on Discovery+.

A STRATEGIC ROLE

Having built a strong track record in brand management, Mike sees Outfit International as a strategic opportunity to make a meaningful impact in the UK market. “The UK is a critical market for the business, and this role provides the chance to influence brand direction while leveraging increased resources from our headquarters in Denmark,” he explains. Since taking on the role, Mike has worked closely with his team to develop a clear strategy for 2025, which has been met with enthusiasm by retail partners. “It’s an exciting time to be part of the journey,” he says.

CHALLENGES AND OPPORTUNITIES

The outdoor and hunting apparel market in the UK faces challenges due to broader economic factors and industry-specific hurdles. However, Mike remains optimistic about the industry’s resilience. “The sector is navigating a challenging period, but our strategy positions us well to support retailers as they adapt to these conditions,” he says.

Collaboration with retailers is central to his approach. He highlights the importance of the increased visibility that Härkila is gaining through Vinnie Jones’s television projects, which are helping to introduce the brand to new audiences and drive fresh demand.

CELEBRATING HÄRKILA’S 40TH ANNIVERSARY

This year marks Härkila’s 40th anniversary, a milestone that Mike is eager to celebrate with UK customers and retailers. The celebrations will kick off at the British Shooting Show, where the brand will unveil an exclusive competition and showcase limited-edition products. “This is a remarkable milestone for the brand, and we have an exciting year of initiatives planned to engage our partners and customers,” he says.

Härkila’s longevity and premium heritage position it as a leader in outdoor apparel, and Mike plans to use this anniversary as an opportunity to strengthen the brand’s relationship with its loyal customer base.

BALANCING TWO ICONIC BRANDS

Seeland and Härkila cater to distinct segments of the outdoor market, and maintaining their unique identities is essential. “Each brand has its own dedicated design and marketing teams, ensuring they remain distinct in their offerings and communication,” Mike explains. This separation is so effective that many customers are unaware the two brands are related. “This highlights the success of our approach,” he adds.

Seeland continues to thrive with its range of affordable yet innovative outdoor gear tailored to the UK market, while Härkila has expanded beyond its traditional rifle-shooting roots to include lifestyle and post-shoot apparel.

SUPPORTING RETAILERS

Retailers are at the heart of Outfit International’s strategy, and Mike is committed to tailoring support to meet their needs. “Every retailer is unique, and we take pride in offering bespoke support to ensure they succeed,” he says. For smaller gun shops, ensuring customers have a positive experience in-store and online is crucial. Mike is placing a strong emphasis on in-store engagement this year, encouraging customers to visit their local stockists to benefit from knowledgeable staff and expert advice.

“Our retail partners play a pivotal role in showcasing the Seeland and Härkila brands, and we’re committed to helping them deliver exceptional service to their customers,” Mike says.

LOOKING AHEAD

With a solid strategy in place for 2025, Mike is optimistic about the future of Seeland and Härkila in the UK. “This year, we’re focused on building on Seeland’s success and celebrating Härkila’s 40th anniversary with initiatives that highlight the brand’s evolution and innovation,” he explains.

As the UK market continues to evolve, Outfit International’s commitment to innovation, collaboration, and customer engagement positions it as a leader in the outdoor and hunting apparel sector. Mike’s leadership promises to take the Seeland and Härkila brands to new heights, delivering value to retailers and customers alike.

“It’s a privilege to lead these two exceptional brands as we embark on this next chapter,” Mike concludes.