Tongcheng Travel becomes a minority investor in Haglöfs

We are pleased to announce that Tongcheng Travel (0780.HK), a leading online travel agency platform in China, has become a minority investor in Haglöfs, a leading Swedish outdoor brand.

Sharon Chen, VP & Chief Investment Officer of Tongcheng Travel, commented:
"We look forward to integrating Haglöfs' exceptional products with Tongcheng Travel's extensive travel ecosystem, creating unique value for Chinese consumers who seek authentic outdoor experiences."

Daniel Tseung, Founder and Chairman of LionRock Capital, commented:
"Welcoming Tongcheng Travel as a partner is a strong endorsement of Haglöfs' growth potential. Combining Tongcheng Travel's ecosystem with Haglöfs' premium products presents a significant opportunity to expand our brand across Greater China and globally."

Andreas Oliver Lorenz, CEO of Haglöfs AB, commented:
“We’re very pleased to welcome Tongcheng Travel as a partner in Haglöfs. Outdoor and travel are naturally connected, and Tongcheng Travel brings a powerful platform to reach a new generation of consumers in China. Together with LionRock, this partnership helps us accelerate our growth while staying focused on what Haglöfs does best — creating premium equipment for people who want to explore the outdoors.”

About Haglöfs
Founded in 1914, Haglöfs was acquired in 2023 by LionRock Capital, a leading private equity firm focused on global consumer lifestyle investments with Mr. Li Ning serving as its non-executive chairman. Since its return to the Chinese market, Haglöfs has opened over 25 stores across Greater China in 2025, including its landmark 698-square-meter global flagship store in Shanghai, as well as locations in Beijing, Shenzhen, Chengdu, Nanjing, and other key cities. The brand's Greater China operations are managed through a joint venture between LionRock Capital and Viva Goods Company (0933.HK), leveraging extensive local retail resources.

About Tongcheng Travel（0780.HK）
Tongcheng Travel stands as a leading travel platform in China with a large and diverse user base. It was listed on the Hong Kong Stock Exchange in November 2018 under the stock code 0780.HK. Guided by the mission to "make travel easier and more joyful," Tongcheng Travel provides a wide array of innovative products and services covering every aspect of travel. Tongcheng Travel’s offerings encompass transportation ticketing, accommodation bookings, tourist attraction tickets, hotel management, packaged tours, and a variety of value-added ancillary services. Tongcheng Travel is dedicated to evolving its product and service to continuously meet the changing demands of its users throughout their journeys.