Record year for Haglöfs in 2021

In 2021, Haglöfs delivered strong sales and record-high profits. The positive development was driven by the company’s continuous improvements in brand experience, product, and channel mix. Haglöfs also raised the bar for its sustainability work with a new, ambitious climate commitment.

The outdoor market has flourished over the last couple of years as consumers spend more time exploring outdoor activities. In 2021, Haglöfs delivered a 21% increase in sales and doubled its earnings, reaching the highest margin in 10 years’ time. This while making significant investments in marketing, product innovation and sustainability.

“2021 was very successful for Haglöfs. The increase in sales and profitability is related to our clear target group focus, our continued efforts in product design and innovation, and good work across all sales channels. We see that more and more consumers request high-quality craftmanship”, said Fredrik Ohlsson, CEO of Haglöfs.

Launching a new climate commitment

To lead the way in responsible performance, Haglöfs continued to advance its sustainability efforts throughout the year. One example is the introduction of a lifetime product guarantee, and another is the launch of the secondhand collection Haglöfs Restored. Both mark important steps in the company’s circularity efforts.

Haglöfs also launched a new, ambitious climate commitment: to reduce its emissions with 50 per cent over the next 10 years and reach net zero no later than 2030. As part of the journey towards net zero, Haglöfs also started to fully compensate for all its emission by purchasing high-quality certified carbon credits and thereby reaching climate neutrality already in 2021.

CEO Fredrik Ohlsson said that the successful growth in 2021 poses short-term challenges for the roadmap to net zero, while it provides Haglöfs with the ability to create a greater long-term impact.

“I am proud of the progress we have made – and will continue to make – within sustainability. We are aware that sales growth increases our climate footprint in the short term, and that’s why we take responsibility for the current emissions through offsetting the full footprint from our own operations and supply chain. But it also enables us to invest and accelerate our work towards reaching our climate commitment”, said Fredrik Ohlsson.

Transforming collections and ways of working

Haglöfs made several transformations in 2021. One of the key challenges was the prevailing pandemic and its impact on production and logistics. To mitigate it, Haglöfs decided to plan its collections more in advance and change the production cycle to provide security for suppliers and retailers.

“We have maintained a strong focus on managing our value chain and supporting our suppliers in this difficult time. Thanks to the great teamwork between our employees, suppliers, retailers, and business partners, we have been able to handle the situation for everyone involved well”, Fredrik Ohlsson continued.

Haglöfs also continued to invest in product design and functionality. As part of this, the company renovated its L.I.M concept, updated its legwear category and fully implemented a new visual language for the coming seasons. These initiatives have all been well-received and Haglöfs now enters 2022 with strong order books across all markets.

“We start 2022 with good prerequisites but continue to monitor the pandemic closely. In the coming year, we will keep transforming our business into becoming even more consumer focused and digital, while working hard on reducing our emissions. I look forward to accelerating our journey together with the whole Haglöfs team”, Fredrik Ohlsson concluded.