Haglöfs AB Announces CEO Departure

The Company and Martin Daniels Mutually Agree to Part Ways; Company appoints Chief Commercial Officer Andreas Lorenz as CEO.

Stockholm, November 3rd, 2025: Haglöfs AB today announced that Martin Daniels, Chief Executive Officer, will step down from his role at the company. The CEO role will be assumed by Andreas Lorenz, current Chief Commercial Officer.

Daniel Tseung, Chairman of the Board at Haglöfs AB and Founder of Private Equity Fund -LionRock Capital, said: Martin and I share a deep respect for the brand and its heritage, he has helped put the company on a sustainable footing with well thought through initiatives that Haglöfs will continue to embrace. However, we have recognised that we have different views on how to evolve the creative and commercial side of the business. After many conversations with him and the Board of Directors we have agreed to part ways. I am grateful for all what Martin has achieved.

Mr Tseung continued: We have such remarkable momentum in our business with our initial expansion into China beating the most optimistic of expectation. With Andreas we have an exceptional commercial mind leading the company which is exactly what we require at this stage of our journey. Andreas has held leadership positions at Adidas and On Running after several years at McKinsey & Company bringing more than 25 years of experience in consumer industries with him. We are incredibly excited and lucky to be able to find the perfect successor from within our company.

Andreas Lorenz, newly appointed CEO of Haglöfs adds I want to start by recognizing Martin’s contribution and the role he has played in leading us through a period of significant transformation — an important step in resetting Haglöfs for future success. I take on the role of CEO with humility, but also with deep commitment and conviction. Our direction is clear. Our North Star hasn’t changed. I’m proud to lead this company and to walk the next part of the journey together with the entire Haglöfs team.