Press release -
Haglöfs Appoints New Head of Sales for Central and Western Europe
Swedish outdoor brand Haglöfs has appointed Carina von Schrottenberg to the newly created position of Head of Sales Central & Western Europe, the company announced on Wednesday. Effective August 1, von Schrottenberg will assume responsibility for Haglöfs' business in Germany, Austria, Benelux, and France.
As Head of Sales, von Schrottenberg will lead the expansion of stationary outdoor and sports retail, strengthen retail partnerships and expand the brand's presence in premium distribution. The focus will be on the cross-channel collaboration between wholesale, e-commerce and the company's own retail stores.
“With Carina, we are gaining an experienced leader who not only shares our ambitions in the Central European market, but will also drive them forward with the necessary strategic depth and operational excellence,” says Andreas Lorenz, Chief Operating Officer of Haglöfs. “Her understanding of brand-compliant sales work, her proximity to retailers and her eye for meaningful scaling make her the ideal candidate for this role.”
Von Schrottenberg's previous experience includes positions at sporting goods companies Adidas and Puma.
Topics
At Haglöfs, we don’t believe in conquering nature. Instead, we see it as a companion, a place to move and grow. A world to explore, not exploit.
Since 1914, Haglöfs has been dedicated to finding new ways of experiencing the outdoors, to opening up new landscapes for people everywhere. That’s why we engineer our gear to not only endure the elements, but to take you beyond your comfort zone. To let you roam farther, wilder, freer – in the greatest playground ever made.
Haglöfs has been owned by LionRock Capital since December 2023. For more information, please visit www.haglofs.com.
