Haglöfs sets up Japan subsidiary
Swedish outdoor brand Haglöfs has announced that it has established a subsidiary in Japan. The move reflects Haglöfs’ global strategy and commitment to the Asian markets.
The company already has a subsidiary in South Korea and is now taking the next step in its global expansion by setting up a subsidiary in Japan. Until now, the market has been served by Haglöfs’ distributor, Fullmarks, which has represented the brand since 1994.
“Establishing our own companies in our markets is an increasingly important part of our expansion strategy,” said Haglöfs CEO Nicolas Warchalowski. “Fullmarks has done a fantastic job of positioning the Haglöfs brand in the Japanese market for almost 20 years. Now it’s time for us to take over the baton.”
Magnus Nervé has been recruited as country manager and MD of the Japanese subsidiary. Mr Nervé helped to start up IKEA in Japan, and has also held several different positions at Ericsson, Reebok and The Body Shop.
“There is a very strong interest in Haglöfs in Japan,” said Mr Nervé. “The outdoor goods market is relatively mature. Functional design and quality are in high demand, and distribution is mainly through specialist stores. We see clear potential for growth in all our business areas.”
