Press release -
Strong growth for Haglöfs
Haglöfs’ sales increased by 26 percent during the first half of 2021, compared to the same period last year. The strong performance is related to well-received product lines and an overall higher demand for high-quality outdoor equipment, according to CEO Fredrik Ohlsson.
“We had a very strong start of 2021, with high demand across all markets and categories. Our sales were both higher than H1 last year, and significantly higher than our pre-pandemic levels in 2019. The increasing interest in the outdoor category means that we can address a larger group of quality conscious consumers”, says Haglöfs’ CEO Fredrik Ohlsson.
Haglöfs has made large investments in product development, brand, and design over the last couple of years. Fredrik Ohlsson believes that one of the keys to the strong performance this year is that Haglöfs continued to invest throughout the pandemic, resulting in well-received winter and spring collections.
“We keep on continuously improving and fine-tuning our offering to deliver the ultimate Haglöfs experience. Our latest collections have been very well received. One example is the growing demand for our L.I.M. series, which is a true trademark for Haglöfs”, says Fredrik Ohlsson.
Working together with all partners
The increasing demand for Haglöfs’ products is also reflected in a strong order book for the coming three seasons. However, the prevailing pandemic still poses challenges in production and distribution. Fredrik Ohlsson says that Haglöfs is committed to keep working closely with both suppliers and retailers to mitigate the situation.
“Our vision is to be the number one responsible outdoor performance brand and we believe in delivering craftmanship for the next generation. This means acting to secure growth that is sustainable in all dimensions. Right now, one of our key focus areas is to support our suppliers. The conditions for our suppliers have been highly uncertain throughout the pandemic. Therefore, we have changed our whole production cycle and are planning our new collections much more in advance. This helps us provide flexibility and security for both our suppliers and retailers”, says Fredrik Ohlsson.
“The increasing demand for Haglöfs’ products also means that we need to work even harder and faster to meet our ambitious climate goal to reach net zero by 2030”, Fredrik Ohlsson concludes.
Haglöfs is now releasing its FW21 collection, with the hydrophobic down series H Down, featuring the award-winning Nordic Expedition Down Hood, as one example of continued innovation in responsible performance.
For more information, please contact:
Sara Skogsberg Cuadras
CSR and Corporate Communications Manager
We come from Sweden, a country of extreme weather and extensive landscape. A place where the outdoors isn’t just a far off place, it’s in the fabric of our culture and community. We are committed to creating gear that will support anyone, anywhere in their own outdoor adventure. We were founded in 1914 by Wiktor Haglöf, a visionary with a dream and a toolbox. Our story has evolved from humble beginnings, and we’ve ventured into new territory, creating technical designs that set a new standard in craftsmanship.
At Haglöfs, we are Outsiders by Nature. We draw outside the lines, think outside the box, and live outside our comfort zones. We encourage exploration both physically and mentally through embracing the outdoors. We believe that everyone can experience the outdoors, and do all we can to ensure that it will still be there for future generations to explore.
Currently marketed to the Nordic region, Europe and Asia, and has been owned by ASICS Corporation since 2010. For more info, please visit www.haglofs.com.