Press release -
Haglöfs enters South Korean market in Fall/Winter 2025 with distributor HAYL
Marking a significant step in its international expansion, Haglöfs has signed a distributor partnership with South Korean HAYL. HAYL is a branch of parent company AYL Inc., a well-established distributor that has been working with Scandinavian outdoor brands and building their presence in the South Korean market since 2009. This partnership enables Haglöfs to introduce its high-quality outdoor gear to South Korea’s rapidly expanding outdoor community, an important market for the brand’s future global success.
"Haglöfs' versatile products, with their Scandinavian design and high functionality, are a perfect match for South Korea's active consumers, who are increasingly embracing activities like trekking and hiking," said Daniel Cohn, Haglöfs' Export Manager. "Partnering with HAYL enables us to connect with a market that truly values quality and craftsmanship, and we’re eager to grow our presence with exciting plans on the horizon."
Mr. Ji-Hwan, CEO and Founder of HAYL, shared his enthusiasm: "I have always admired Haglöfs for its unique blend of innovation, heritage, and long-lasting quality, and we’re thrilled to finally introduce the brand and its products to local consumers. This partnership is a very exciting opportunity for us, and it will undoubtedly strengthen our portfolio while laying the foundation for future growth."
The partnership will officially launch with the Fall/Winter 2025 collection.
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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.
