Haglöfs Opens First Flagship Store in South Korea

Haglöfs AB today announces their distributor HAYL's grand opening of the first-ever Haglöfs flagship store in South Korea. The store is a significant 421m² space located at the base of Dobongsan National Park, a prominent outdoor destination just north of Seoul. The new store will carry the brand’s full assortment of technical gear and apparel.

The collaboration between Haglöfs and HAYL is crucial for this expansion. Mr. Ji-Hwan Lee, CEO of HAYL, commented on the new store's location:

"Opening our flagship store at Dobongsan National Park means being a key part of Seoul's outdoor culture - where the metropolis meets the mountains. With trails for both first-time hikers and experienced mountaineers, and easy access year-round, it embodies Haglöfs' belief that nature should be open, welcoming, and within reach for everyone."

The new retail concept, named “Nature Inside, Life Outdoors,” emphasizes contrasts, highlighting both the human and the engineered elements that are at the very core of the Haglöfs brand. It will offer Korean consumers a fresh and immersive Haglöfs experience. This marks an exciting milestone as Haglöfs expands its presence into one of Asia’s most promising outdoor markets.

"We’re thrilled to announce the opening of Haglöfs’ first flagship store in South Korea, an exciting milestone that marks our expansion into one of Asia’s most promising outdoor markets. This store will proudly showcase our updated store concept, fully aligned with our new brand platform, offering Korean consumers a fresh and immersive Haglöfs experience," says Daniel Stiller Cohn, Head of Distribution Sales & Sales Operations at Haglöfs.

"Korea represents an untapped frontier for Haglöfs, and we’re confident that our trusted distributor, HAYL, will lay a strong foundation for our brand in the region. Their passion and expertise make them the perfect partner for this journey. We wish them every success as they bring Haglöfs’ spirit of innovation and sustainability to Korea.”