What Haka Honu does

Haka Honu is a Chilean technical outdoor apparel brand founded in 2002 and operated as part of The Andes Brands S.A. (RUT 76.838.890-3), a Santiago-based conglomerate that also owns sister brands Lippi and Vulcano. The brand designs, manufactures, and sells technical outdoor clothing, footwear, and equipment across six product categories: jackets (3-in-1 systems, waterproof, insulated, down, and windbreaker styles), tops (fleece, hoodies, shirts), bottoms (trekking pants, shorts, swimwear), footwear (hiking boots, sneakers, sandals, espadrilles), accessories, and equipment (backpacks, surf suits, tents, sleeping bags). Pricing is positioned in three tiers ranging from ~$12,990 CLP for entry-level accessories up to $299,990 CLP for premium technical outerwear such as the Surf Suit Lenga 6:5:4, with frequent seasonal promotions offering 20%-68% discounts.

The business model is purely transactional direct-to-consumer, with no subscription or recurring revenue component. Haka Honu distributes through its Shopify-powered e-commerce platform (hakahonu.cl), a network of physical retail stores operated by The Andes Brands S.A. throughout Chile, and authorized distributors. Marketing is anchored in Chilean territorial identity, leveraging Instagram, Facebook, TikTok, and YouTube for content marketing, documentary storytelling (Crónicas de la Carcasa, Cumbira II), event sponsorships (Santiago Wild Fest), and brand ambassadorships with Chilean surfer Nico Vargas and photographer Pablo Jiménez. The brand serves Chilean outdoor enthusiasts, surf and ocean sports practitioners, outdoor-lifestyle consumers, snow sports participants, campers/backpackers, and children, with all operations confined to the Chilean domestic market.

The company maintains no disclosed proprietary technology platform, no AI/ML capabilities, and no API program. Operations are supported by 251-500 employees under the corporate structure of The Andes Brands S.A., with legal representatives Felipe Eduardo Tellechea García and Antonio Zegers Correa. The brand holds registered trademarks in Chile and benefits from multi-brand shared retail infrastructure with Lippi and Vulcano.

Name

Haka Honu

Legal name

The Andes Brands S.A.

Website

https://hakahonu.cl

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

251–500 employees

Short description

Haka Honu is a Chilean technical outdoor apparel brand (founded 2002) owned by The Andes Brands S.A., selling jackets, footwear, and equipment via Chilean e-commerce and physical retail to outdoor enthusiasts, surfers, and lifestyle consumers.

Ownership category

akta.pro rank

Product category

Outdoor Apparel and Equipment

NAICS

Sporting Goods Retailers (45911), Sporting and Recreational Goods and Supplies Merchant Wholesalers (42391), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Retail-Apparel & Accessory Stores (5600), Sporting & Athletic Goods, Nec (3949), Wholesale-Durable Goods, Nec (5099)

akta.pro primary industry

Camping, Hiking & Backpacking Gear Retail (CRAMAMAA)

akta.pro secondary industries

Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail (CRAMAAAI), Tents, Shelters & Sleep Systems Retail (CRAMAMAH), Sports, Outdoor & Adventure Packs Manufacturing (Backpacks/Duffels) (IMAOAHAE)

Keywords

• Outdoor apparel
• Technical clothing
• Hiking footwear
• Outdoor equipment
• Surf apparel

Headquarters

HQ city

Santiago

HQ country

Chile

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Infrastructure

Revenue model

1. Technical Apparel and Footwear Sales: Haka Honu generates revenue primarily through the direct sale of technical outdoor apparel, footwear, and accessories to consumers via its e-commerce platform and physical retail stores. Product categories include jackets, polar/fleece wear, shirts, pants, shorts, swimwear, hiking boots, sneakers, sandals, and equipment such as backpacks, water bottles, surf suits, tents, and sleeping bags. The revenue model is entirely transactional, based on one-time product purchases with no recurring subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Haka Honu manufactures and sells technical outdoor apparel, footwear, and equipment for Chilean outdoor enthusiasts, surfers, hikers, and lifestyle consumers. The product range spans jackets, fleece and base layers, trekking pants, hiking boots, sandals, surf suits, backpacks, tents, and sleeping bags. Products are sold directly to consumers through the brand's own e-commerce platform and physical retail stores throughout Chile.

Product overview

Haka Honu is a Chilean outdoor apparel and equipment brand operating as part of The Andes Brands S.A. portfolio. The company offers a comprehensive outdoor lifestyle product range organized into six main categories: (1) Chaquetas (technical jackets including 3-in-1 systems like Perro Guapo Pro, Corteza, and Escarcha, plus waterproof, insulated, and down styles like Diluvio and Campo Base), (2) Top garments (fleece/polar layers under the Tokerau/Tokerau Pro line, hoodies, shirts, and t-shirts), (3) Bottom apparel (trekking pants like Desmontalo, shorts, and snow pants), (4) Calzado (footwear including botines hiking boots - Cordal, Ruta, Farellón - plus sneakers, sandals, and espadrilles), (5) Accesorios (socks, caps, gloves, and headwear), and (6) Equipamiento (backpacks like the Viajera 35L, water bottles, surf suits, tents, and sleeping bags). The brand's product lines are designed for activities including trekking/hiking, surfing, camping, snow sports, yoga/fitness, and everyday wear. Products are available through seasonal collections such as Invierno 2026 and Summer Sale, sold via the Shopify-powered e-commerce platform and physical retail stores across Chile.

Differentiator

Problem solved

Functional benefit

Named customers2 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Santiago Wild FestcoreGTM or Marketing PartnerHaka Honu was an official participant and sponsor at Santiago Wild Fest, Latin America's premier nature and environmental film festival. The brand hosted a dedicated 'Noche Haka Honu' event featuring screenings of its documentaries 'Crónicas de la Carcasa' and 'Cumbira II'. This partnership positions Haka Honu at the intersection of outdoor culture, Chilean exploration, and environmental storytelling.
• Climbing for a ReasonminorStrategic or Co-development PartnerHaka Honu co-presented the documentary 'Cumbira II' by Climbing for a Reason (directed by Mateo Barrenengoa) at the Santiago Wild Fest event. The brand has been involved in supporting the project's storytelling around climbing and social cause.
• Altos de CantillanaminorStrategic or Co-development PartnerAltos de Cantillana is a protected cordillera area whose team maintains and protects trails in the coastal mountain range. Haka Honu conducted a product test of its new hiking boots (Cordal, Ruta, Farellon) on their trails and acknowledged the partnership in social media content, highlighting shared values around environmental stewardship.
• Pablo JiménezcoreGTM or Marketing PartnerPablo Jiménez serves as ambassador and photographer for Haka Honu, featuring prominently in the brand's documentary 'Crónicas de la Carcasa' — a Patagonia surf and photography expedition. His work embodies the brand's exploration and storytelling identity and is featured across Haka Honu's social media and event marketing.
• Nico VargascoreGTM or Marketing PartnerNico Vargas is a professional Chilean surfer born in Pichilemu, son of renowned local artist and surfer José 'Nachi' Vargas. He joined Haka Honu as a surf athlete and brand ambassador, representing the brand in ocean sports contexts and embodying the brand's values of humility, perseverance, and respect for the territory.

Scale indicators2 records

Recent moves4 records

Expansion highlights5 records

Broad incumbents

• Mammut: Swiss premium outdoor brand specializing in mountaineering, hiking, and snow sports equipment and apparel. Comparable on technical outerwear, footwear, and backpacks sold by Haka Honu, particularly in the trekking and snow segments.
• Patagonia: Global premium outdoor apparel brand with strong environmental storytelling similar to Haka Honu's content and ambassador approach. Compares on technical outerwear, fleece, and surf/trail use cases, and validates Haka Honu's outdoor-lifestyle-as-identity positioning.
• Salomon: Premium outdoor footwear and equipment brand (Amer Sports). Closely comparable to Haka Honu's hiking boot line (Cordal/Ruta/Farellón) and trail running offerings, and competes for the same Chilean trekking and outdoor enthusiast segment.
• Columbia Sportswear: Large-scale outdoor apparel and footwear brand with strong presence in Latin America. Comparable across jackets, fleeces, hiking boots, and outdoor lifestyle apparel at mid-tier price points — directly competitive with Haka Honu's mid-range product ladder.
• The North Face: Global outdoor apparel and equipment leader (VF Corporation). Comparable across product categories (technical jackets, fleeces, trekking footwear, equipment) and target customer (trekking, hiking, snow, mountaineering). Represents the dominant premium benchmark Haka Honu competes against in Chile.
• Decathlon: Global sporting goods retailer with a major Chilean operation. Directly competes across nearly all Haka Honu categories at more accessible price points, pressing the brand's value-tier offerings and amplifying pricing pressure.
• Mountain Hardwear: Premium outdoor apparel and equipment brand (Columbia subsidiary) focused on technical mountaineering, climbing, and trekking. Comparable to Haka Honu's premium jacket lines (Perro Guapo Pro, Corteza, Escarcha) and expedition-grade positioning.

Direct peers

• Vulcano: Third Chilean outdoor brand under The Andes Brands S.A. Direct comparable — same parent company, same Chilean retail footprint, overlapping outdoor apparel and equipment offering. Useful for benchmarking relative brand performance within the conglomerate.
• Lippi: Direct sister brand under The Andes Brands S.A., also a Chilean outdoor apparel and equipment retailer. Highest comparability — same parent, same channels, overlapping product categories (jackets, trekking, footwear, equipment), but Lippi has historically skewed toward family/outdoor lifestyle versus Haka Honu's adventure/exploration positioning.

Regional players

• Doite: Chilean outdoor and camping brand with strong domestic retail presence in Chile. Highly comparable to Haka Honu on gear (tents, sleeping bags, backpacks) and apparel at accessible price points, and a key local competitor in the camping and trekking categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@haka-honu
• Facebookfacebook.com/hakahonuchile
• Instagraminstagram.com/hakahonuchile
• TikToktiktok.com/@hakahonuchile
• Xx.com/HakaHonuChile

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Haka Honu