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  • Haglöfs reopens fully revamped Stockholm flagship store, bringing its new brand expression to life

    Following a brief renovation period, the Swedish outdoor brand reopens its flagship store. Inside, an all-new retail concept takes visitors on a journey from Stockholm’s bustling Kungsgatan shopping street into nature.In early May 2026, Haglöfs’ Stockholm Brand Store began a holistic transformation. For about four weeks, the existing concept was overhauled to reflect the current and future directi

  • Haglöfs appoints Marcus Grönberg as Global Director of Wholesale

    Haglöfs is pleased to announce the appointment of Marcus Grönberg as Global Director of Wholesale, strengthening the company’s leadership team as it continues to grow its brand presence across global markets.
    Marcus brings more than 15 years of international experience within the sporting goods and fashion industries, with expertise spanning wholesale, retail, and e-commerce across Asia, North

  • Tongcheng Travel becomes a minority investor in Haglöfs

    We are pleased to announce that Tongcheng Travel (0780.HK), a leading online travel agency platform in China, has become a minority investor in Haglöfs, a leading Swedish outdoor brand.
    Sharon Chen, VP & Chief Investment Officer of Tongcheng Travel, commented:"We look forward to integrating Haglöfs' exceptional products with Tongcheng Travel's extensive travel ecosystem, creating unique val

  • Haglöfs and Polartec introduce Standard Issue Black™ — a shared black standard to reduce unnecessary variation in the outdoor industry

    Black is the most used color in outdoor apparel, yet it’s rarely the same shade from one fabric to another. Across the industry, countless versions of black are developed and dyed separately, creating unnecessary complexity and impact.
    That’s why Haglöfs and Polartec joined forces to introduce Standard Issue Black™ — a pre-dyed black standard designed to simplify sourcing and reduce the environ

  • Haglöfs strengthens management team with CPO appointment and global DTC promotion

    Haglöfs appoints Linden Mallory as Chief Product Officer (CPO) and promotes Paulina Arnberg to Global Director DTC & Merchandising.Linden joins Haglöfs from Pas Normal Studios and previously held several leadership roles at Patagonia. With deep expertise in product strategy and innovation, combined with his experience as a seasoned mountain guide, Linden brings both strategic clarity and authe

  • Alex Hackel joins Haglöfs as new brand ambassador

    Swedish outdoor brand Haglöfs is proud to announce that professional skier Alex Hackel has joined the brand as its newest ambassador.
    Known for redefining modern freeskiing through creativity, authenticity, and community-driven storytelling, Hackel represents a new generation of athletes who push boundaries both on and off the mountain. From X Games podiums and self-produced street ski films to

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