Haglöfs VASA Concept Store Lands in Shanghai

Haglöfs officially announce the grand opening of its VASA Concept Store in downtown Shanghai on 19 December 2025, marking a new chapter of outdoor experiences in China.

Spanning 698 square meters across three floors, the Haglöfs VASA Concept Store is strategically located in the heart of Huaihai Road, an area where Shanghai’s century-old heritage meets contemporary global culture. More than a milestone in Haglöfs’ expansion in China, the store reflects the brand’s core design philosophy, connecting Stockholm and Shanghai while bridging a century of outdoor heritage with future exploration.

Inspired by Swedish natural landscapes and guided by ESG principles, including environmental responsibility and sustainable product lifecycles, the concept store presents Haglöfs’ full range of professional outdoor gear and apparel, offering Chinese consumers a seamless blend of Nordic functionality, sustainability, and design aesthetics.

The opening marks a key step in Haglöfs’ long-term commitment to the Chinese market. Jerry Who, CEO of Haglöfs China, says “the brand’s Chinese name, “Huochuigun” (Matchstick), carries a unique symbolism. By opening on Huaihai Road, where history converges with the Huangpu River, the store aims to connect Stockholm and Shanghai, awaken people’s connection to nature, and blur the boundaries between city life and outdoor adventure. This project represents a renewed way of telling Haglöfs’ legacy, rooted in Nordic ice fields, within an Oriental metropolis”.

Andreas O. Lorenz, CEO of Haglöfs AB, adds, “This opening marks a landmark milestone in Haglöfs’ history and reflects the strength of our partnership in China and our shared ambition to build Haglöfs as a leading premium outdoor brand. I warmly congratulate Jerry Who and his team on this achievement and sincerely thank LionRock Capital, Daniel Tseung, Mr. Li-Ning, and Viva for their support and partnership. I look forward to visiting the Shanghai flagship store in person when I travel to China in February.”

From functional everyday wear to professional expedition gear, Haglöfs continues to draw inspiration from nature, delivering high-performance products that support exploration while staying true to its brand ethos, “Outsiders by Nature.”

Built around the retail concept “Nature Inside, Life Outdoors,” the VASA Concept Store integrates Swedish landscape elements, sustainability values, and the brand’s iconic Red Flame Window, a signature symbol of Haglöfs’ enduring outdoor spirit. Natural materials such as wheat straw, wood, and mineral elements reflect Nordic forests and form a dialogue with Shanghai’s historic architecture. Across its three floors, the space conveys climate awareness, showcases functional innovation and core technologies across seasons, and provides a service environment developed with partners including Gore-Tex and Electrolux, offering repair, restoration, and sustainability-driven community activities.

"Chinese consumers' demand for outdoor life is evolving from 'professional expeditions' to 'daily integration.' We hope this concept store is not just a product sales space but a communication platform to ignite passion for the outdoors and convey environmental attitudes. Consumers can personally experience the brand's iconic functional technical fabric gear here and unlock a sustainable lifestyle that seamlessly connects cities and mountains," said Jerry Who.

Since its founding in 1914, Haglöfs has believed that nature should be seen as a companion, not something to be conquered. Guided by this philosophy, the brand continues to combine technological innovation with environmental responsibility, empowering explorers worldwide to journey farther, wilder, freer, and more consciously into the outdoor.