Haglöfs aims for global expansion
Swedish outdoor equipment company Haglöfs has published a progress report for 2010, showing that the company is continuing to grow as planned.
"We have a strong corporate culture, which originates from our history and is manifested through our core values,” said Haglöfs CEO Nicolas Warchalowski. “This is also one of the main reasons why we are able to remain successful as we develop our business activities.”
On August 20, 2010, Japanese sporting goods company Asics bought the Haglöfs company. As part of the Asicsgroup, Haglöfs gained additional financial resources and access to knowledge about new markets, which forms the basis of its plan for global expansion.
“Haglöfs established itself as a leader in the Nordic region in the 1990s, and in the following decade we developed our European position,” said Mr Warchalowski. “Now we are moving towards establishing Haglöfs globally. Our strong product range and our position in Europe, plus our new dynamic as part of Asics, provide us with a solid platform for developing into a globally leading outdoor brand.”
In 2011, Haglöfs plans to establish a presence in the South Korean market. Introducing the brand into a new market by means of a subsidiary company illustrates the development of Haglöfs’ establishment strategy.
“We have learned lessons from our European expansion, and the financial resources and long-term perspective offered by Asics provide us with a direct entry route into a new market with our own subsidiary,” said Mr Warchalowski. “This gives us several advantages and will be an interesting alternative in our global strategy as we enter into new markets in the future.”
