Press release -
Haglöfs announces Paulina Arnberg as new Head of Direct-to-Consumer
Haglöfs is pleased to announce that Paulina Arnberg will join the company as Head of Direct-to-Consumer (DTC), effective January 20, 2025.
Paulina brings extensive experience within the retail sector, with a particular focus on e-commerce, including roles spanning assortment planning, controlling, tech, and digital marketing, alongside her experience in in-store operations. She spent the past 10 years at
H&M Group, where she gained invaluable insights into both e-commerce and physical retail environments, driving strategies that enhanced online customer experiences and business performance.
“I’m excited to join Haglöfs at this important stage in its journey. The company’s focus on inspiring a love for the outdoors resonates strongly with me. I look forward to working with the team to further develop the DTC offering and engage with customers in new ways,” Paulina shared.
Paulina’s strong focus on customer-centric strategies and her proven track record in e-commerce and achieving business growth will play a vital role as Haglöfs continues to expand its Direct-to-Consumer channels and connect with outdoor enthusiasts worldwide.
“We’re thrilled to welcome Paulina to the team,” said Andreas Lorenz, Chief Commercial Officer. “Her expertise and innovative mindset will undoubtedly strengthen our DTC efforts, helping us connect with customers in new ways and drive future growth.”
Paulina Arnberg will start her role as Head of Direct-to-Consumer on January 20, 2025.
For more information, please contact:
Sara Skogsberg
Corporate Communications Manager
Topics
We come from Sweden, a country of extreme weather and extensive landscape. A place where the outdoors isn’t just a far off place, it’s in the fabric of our culture and community. We are committed to creating gear that will support anyone, anywhere in their own outdoor adventure. We were founded in 1914 by Wiktor Haglöf, a visionary with a dream and a toolbox. Our story has evolved from humble beginnings, and we’ve ventured into new territory, creating technical designs that set a new standard in craftsmanship.
At Haglöfs, we are Outsiders by Nature. We draw outside the lines, think outside the box, and live outside our comfort zones. We encourage exploration both physically and mentally through embracing the outdoors. We believe that everyone can experience the outdoors, and do all we can to ensure that it will still be there for future generations to explore.
Haglöfs has been owned by LionRock Capital since December 2023. For more information, please visit www.haglofs.com.
