Haglöfs makes comeback to the Chinese market - opens Brand Store in Shanghai

On the occasion of its 111th anniversary, the Swedish outdoor brand Haglöfs has made a strong comeback to the Chinese market by opening its first Brand Store at Kerry Parkside in Pudong, Shanghai. This move not only marks the strategic restart of Haglöfs in China, but also signals that the country’s outdoor market is about to embrace a new competitive landscape.

“2025 marks a bold new chapter in Haglöfs’ journey across Asia,” says Daniel Stiller Cohn, Head of Distribution Sales & Sales Operations at Haglöfs. “With our joint venture now firmly in place, led by the visionary Jerry Who (CEO, Haglöfs Greater China), we proudly opened the doors to our very first brand store in the heart of Shanghai.

This launch is more than just a store opening, it’s a symbol of our commitment to growth, innovation, and connection. Shanghai, with its vibrant energy and booming outdoor culture, is the perfect stage for Haglöfs to showcase our premium products and timeless Scandinavian heritage.”

Founded in Sweden in 1914 by Wiktor Haglöf, Haglöfs began by designing durable backpacks for local loggers. Known for its high-tech materials and minimalist design, the brand has grown into one of Sweden’s leading outdoor names, offering clothing, footwear, backpacks, and accessories in 28 countries and regions worldwide.

“The key competitiveness of Haglöfs lies in the perfect integration of high-tech materials and minimalist design,” says Jerry Who, CEO, Haglöfs Greater China “For example, its L.I.M (Less Is More) series has been a trusted choice for day hikers since its launch in 1999, while the streamlined, water-drop-shaped TIGHT™ backpack has become a go-to product for both hiking and everyday use, thanks to its ability to reduce wind resistance and enhance outdoor performance.”

The choice of Kerry Parkside in Pudong, Shanghai for Haglöfs’ first store underscores its ambitions. As a bellwether of China’s outdoor market, Kerry Parkside hosts many leading international outdoor brands. Its high-end retail atmosphere and large consumer base provide an excellent platform for Haglöfs to make its mark. This is the first step in Haglöfs’ plan to open 25 brand stores in 18 Chinese cities within the year, underscoring its determination to build a lasting presence in China.