Press release -
Haglöfs appoints Andreas Oliver Lorenz as new Chief Commercial Officer
Haglöfs is pleased to announce the appointment of Andreas Oliver Lorenz as the new Chief Commercial Officer (CCO), effective as of August 2024.
Andreas brings extensive expertise from the consumer sector, having spent the majority of his career working for leading companies in this space. Over the past decade, he has held various global and regional leadership roles at Adidas AG and On AG, gaining substantial experience in working with strategic partners and driving profitable growth. In his new role at Haglöfs, Andreas will join the senior management team and report directly to interim co-CEOs Daniel Tseung and Tom Pitts.
“I am particularly excited about Haglöfs’ commitment to performance and sustainability, and I am thrilled to join a team that identifies as Outsiders by Nature. I look forward to collaborating with my talented colleagues to create engaging consumer journeys and to build a strong network of partners. Together, we will expand our presence and strengthen our position in both existing and new markets,” said Andreas.
Daniel Tseung, interim co-CEO, stated, “Andreas’s deep industry knowledge and strategic mindset make him a significant asset to our team. His leadership will be instrumental as we strive to grow our market presence and achieve our commercial objectives.”
Andreas Oliver Lorenz will start his role as Chief Commercial Officer on August 20, 2024.
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.
