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Press release   •   Feb 23, 2017 09:30 CET

Beat the elements

Haglöfs nearly tripled its profits in 2016 - a result of further operational improvements. The company also launched a new brand platform in the fall of 2016, aiming to give the brand a broader appeal on the contemporary outdoor market. CEO Peter Fabrin says Haglöfs is now set to invest in future, international growth.

Over the past two years Haglöfs has taken several measures to strengthen its position on the highly competitive outdoor market and bring the company back to profitable growth. The work is starting to pay off as the company’s profits nearly tripled in 2016.

“Thanks to my amazing and dedicated colleagues, we’ve managed to shift our company focus from sales to brand experience. We’ve reshaped our organization, taken better control over production and use of sales channels, and invested in our brand. All together we are increasing the value of our products, for us and for our customers”, says Haglöfs CEO Peter Fabrin.

In 2016 Haglöfs terminated several unprofitable sales partnerships, resulting in a short-term drop in the company’s turnover. Excluding these, Haglöfs’ sales grew in comparable units, especially the Nordic region. 2016 also showed a double-digit growth for the company’s sustainability labelled products. Sustainability is at the heart of Haglöfs business and will become an even more important and visible part on the company’s future journey.

One of the key last year was the launch of Haglöfs’ new brand platform and marketing concept in the fall of 2016. The new brand platform – Beat the elements – is the result of thousands of interviews with consumers across Europe and extensive work across all functions at Haglöfs. With a new brand platform, the company aims to enhance the brand experience and give it a broader appeal on the contemporary outdoor market.

“Haglöfs’ products are recognized for their quality and technical features. Our new brand platform captures the essence – our products help people beat the elements. We want to inspire people to get out there regardless the weather or their choice of activity, and thereby address a larger part of the outdoor market”, says Peter Fabrin.

With improving financials and a new brand platform in place, Haglöfs is ready to invest in future growth. Focus is set on growing sales internationally with Germany as one of the key markets.

“We’ve built a strong foundation for profitable growth. Our long-term goal is to grow as an international outdoor brand with a strong foundation in the Nordics. Part of that journey starts in 2017 as we will make investments to grow our brand in Germany, Europe’s largest outdoor market, and in Asia. We will make targeted efforts in selected winning categories across our business areas to create a strong footprint for our brand and our business”, says Peter Fabrin.

For more information, please contact:

Sara Skogsberg Cuadras
Communication Manager
+46 8 584 40 014

More than a century ago, Wiktor Haglöf designed a backpack for the local workers of Swedish small town Torsång. The durable, practical backpack would be the proud beginnings of what today is one of the world’s largest manufacturers of outdoor clothing, footwear and hardware. The Haglöfs brand is currently marketed to the Nordic region, Europe and Asia is owned by ASICS Corporation since 2010. For more info, please visit

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