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 America, and Europe. He joins Haglöfs from Peak Performance, where he currently serves as General Manager for the US and Canada, leading all commercial channels across the region.

Throughout his career, Marcus has built a strong track record in strategic business development, organizational transformation, omni-channel operations, and go-to-market execution. His experience includes brand implementation, distribution strategy, product development, retail productivity, and building scalable business models across both B2B and direct-to-consumer environments.

His approach to wholesale is rooted in strengthening brands through selective distribution, strong retail partnerships, and excellent in-store execution, while remaining closely connected to market dynamics and evolving consumer needs.

“We are very happy to welcome Marcus to Haglöfs and the management team,” says Andreas Lorenz, CEO of Haglöfs. “We found a great fit in him not only because of his experience across channels and geographies working for highly regarded sports and outdoor brands, but also because he is a highly regarded people leader. Marcus will ensure strong alignment with Paulina Arnberg, Haglöfs Global Director of DTC and Merchandising, and the DTC team to create the best possible consumer experiences across channels.”

Known for his transparent, and collaborative leadership style, Marcus has built a reputation for developing high-performing organizations through clear communication, accountability, and mutual respect, while driving sustainable growth through close engagement with the business.

“I’m excited to join Haglöfs at such an important stage of the company’s journey,” says Marcus Grönberg. “Haglöfs has a strong heritage, a clear brand position, and great potential for continued growth. I look forward to working together with the team and our partners to further strengthen the brand and create exceptional experiences for consumers across all channels.”

Marcus is based in Stockholm and will assume his new role as Global Director of Wholesale at Haglöfs 1st of June.