Haglöfs opens new subsidiary in Benelux countries
06/03/2012
The Benelux countries have long been prioritised outdoor markets for Haglöfs and were included at an early stage in the company’s export policy. Up to now, the markets have been the only ones that Haglöfs has cultivated entirely through sales agents. The establishment of an own subsidiary will now enable Haglöfs to fulfill its export and distribution strategy.
“The Haglöfs brand is strong in the Benelux countries, and this is part of further strengthening our presence and service. Our strategy says we shall be present with an own company or strong distributors in our prioritized markets so that we can provide the market's best service to our customers. This is our third new subsidiary within just one year, so there is no doubt that we mean what we say,” said Richard Jägrud, sales director of Haglöfs.
Haglöfs has appointed Nico Kruis as country manager. Mr Kruis has close to 15 years’ experience in the outdoor sector, including as Haglöfs' representative in the Benelux countries for many years as an employee of Haglöfs’ previous agent, Snowgoose.
“We are very happy to welcome Nico back to Haglöfs. We have known each other well for many years, and we are convinced that he is the right person to further strengthen our brand and distribution,” said Mr Jägrud.
Haglöfs Benelux will start up in the Netherlands in spring 2012.
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