Haglöfs is excited to announce that Martin Daniels will be joining the company as Chief Executive Officer (CEO) as of August, 2024.
Martin Daniels brings extensive experience in building products, brands, and retail concepts within the consumer sector. Over the past decade, Martin was instrumental in shaping the success of Synsam, the leading optical retailer in the Nordics, where he most recen
Despite a challenging market, Haglöfs’ sales increased by 11 percent and profitability by 25 percent in 2022. To meet the demand, Haglöfs invested in a new logistics centre in Eskilstuna, Sweden, that will become operative in spring 2023. CEO Fredrik Ohlsson predicts that the structural trend for the outdoor industry remains positive, but that the shifting macro-economic environment will result in
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.
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.
Despite the prevailing pandemic and turbulent market conditions, Haglöfs managed to deliver net sales for 2020 in line with last year’s strong performance. The ability to mitigate the crisis is mainly related to Haglöfs improved product mix, brand strength and digital distribution.
Haglöfs nearly tripled its profits in 2016 - a result of further operational improvements. The company also launched a new brand platform in the fall of 2016, aiming to give the brand a broader appeal on the contemporary outdoor market. CEO Peter Fabrin says Haglöfs is now set to invest in future, international growth.
Over the past two years Haglöfs has taken several measures to strengthen