Press release —
Haglöfs reopens fully revamped Stockholm flagship store, bringing its new brand expression to life
Following a brief renovation period, the Swedish outdoor brand reopens its flagship store. Inside, an all-new retail concept takes visitors on a journey from Stockholm’s bustling Kungsgatan shopping street into nature.
In early May 2026, Haglöfs’ Stockholm Brand Store began a holistic transformation. For about four weeks, the existing concept was overhauled to reflect the current and future direction of the Swedish outdoor brand that’s been crafting gear since 1914. “We’re gearing up for new adventures,” vinyl window covers read during the construction period. Early June, 2026, the world was finally able to see what these new adventures look like.
Upon entering the space, visitors navigate a little piece of Swedish nature – a rocky, moss-covered landscape that marks the transition from city to nature. The Nature Inside, Life Outdoors retail concept, created in collaboration with Stockholm Design Lab and Reactor, emphasizes contrasts and the tension they create. By merging organic, natural elements with modern, engineered features, it represents the core of the Haglöfs Brand.
To honor Haglöfs’ Swedish roots, the new Stockholm Brand Store is built around traditional objects and materials. Carved wooden elements and an inherently Swedish aesthetic, including hand-crafted furniture from Hemavan, Sweden, signal the brand’s rich heritage. The entire store layout rests under a ceiling painted in Falu Red, the earthy tone of a historic pigment sourced from the Falun copper mines. Even the changing rooms are dedicated to three hand-picked places in Sweden, including their natural soundscapes.
Just like Haglöfs bridges traditional Swedish craftsmanship with cutting-edge engineering, the store’s natural and traditional aspects seamlessly merge with stainless steel elements, LED screens, and symmetrical shapes.
Once experienced, the sum of these elements establishes Haglöfs’ new brand expression as something far greater than a pure retail space. And that’s precisely what the team set out to achieve with the Nature Inside, Life Outside concept, as Paulina Arnberg, Haglöfs Global Director of DTC and Merchandising, confirms.
“We set out to create something truly unique. Not simply a store, but a new benchmark for how an outdoor brand can live and breathe in a physical space.”
The timing of this transformation mirrors Haglöfs’ long-term vision. In 2024, the brand aligned on a new strategy that now comes to life. “Our Stockholm flagship embodies the next chapter of Haglöfs: progressive, immersive, and deeply connected to nature,” Arnberg elaborates. “It offers a first glimpse into a series of ambitious investments and experiences that will continue to strengthen the Haglöfs brand in the years ahead."
Haglöfs CEO Andreas Lorenz echoes the excitement about this significant milestone on the Swedish outdoor brand’s journey. “This is an important moment for Haglöfs, not just because we have reopened our flagship store, but because it’s one of the first real physical expressions of the direction we are taking.”
With the reopening of the store on Stockholm’s competitive Kungsgatan street, Lorenz hopes the location gives visitors a chance to step back from the pace of urban life.
“It’s a place to shift your mindset for a moment, connect with Haglöfs, our new concept, and exciting products. I hope visitors leave a little more inspired for new adventures in nature, the greatest playground ever made.”
The new Haglöfs Brand Store in Stockholm welcomes customers from June 2026, on Kungsgatan 10 – with a wide assortment of performance outdoor gear for hiking, trail running, skiing, mountaineering, and more.
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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.
