Haglöfs strengthens management team with CPO appointment and global DTC promotion

Haglöfs appoints Linden Mallory as Chief Product Officer (CPO) and promotes Paulina Arnberg to Global Director DTC & Merchandising.

Linden joins Haglöfs from Pas Normal Studios and previously held several leadership roles at Patagonia. With deep expertise in product strategy and innovation, combined with his experience as a seasoned mountain guide, Linden brings both strategic clarity and authentic mountain insight to Haglöfs. His knowledge of industry leadership and hands-on outdoor background strongly reflect Haglöfs’ spirit and direction.

Andreas Lorenz, CEO of Haglöfs, says:
“Linden joins Haglöfs at an exciting time. His expertise in product innovation, combined with a genuine connection to the mountains, will help us craft products that inspire our community and strengthen our position as a premium outdoor brand. I’m truly excited about what we’ll build together.”

As Chief Product Officer, Linden will lead the global product organization, driving innovation, sustainability initiatives, and long-term product strategy to further elevate Haglöfs’ position in the premium outdoor market.

In addition, Haglöfs is proud to announce the promotion of Paulina Arnberg to Global Director DTC & Merchandising. Since joining the company, Paulina has played a pivotal role in strengthening Haglöfs’ direct-to-consumer business, enhancing customer experience, and driving commercial growth across DTC channels. In her expanded role, she will oversee both DTC and global merchandising, enhancing brand experience globally and working closely with Wholesale, Product, Marketing, Operations and Finance teams.

“Paulina’s strong commercial expertise and deep understanding of our brand have been instrumental in developing our direct-to-consumer business,” says Andreas Lorenz. “Her promotion reflects both her achievements to date and the important role DTC and merchandising will play for Haglöfs with regards to consumer experience and commercial success.”

Together, these leadership appointments reinforce Haglöfs’ commitment to building exceptional products and delivering meaningful brand experiences for its global outdoor community.