2022 strategy: Haglöfs to be more digital and consumer-focused
05/02/2020
Mr Ohlsson (pictured), Haglöfs’ former global sales director, succeeds Carsten Unbehaun, who is now ASICS EMEA chief exec but remains with Haglöfs as the company’s chairman of the board.
“My focus going forward is to secure continuous growth and lead the company in accordance with our 2022 strategy, with increased consumer and sustainability focus,” said Mr Ohlsson. He added that he and Mr Unbehaun worked together closely on developing the strategy.
This comes after a 2019 during which Haglöfs’ growth rate outperformed the outdoor market, according to the company. As part of the 2022 strategy, last year Haglöfs launched its e-commerce platform in eight new markets and opened three new stores.
“The increased focus on direct-to-consumer distribution is a big shift for Haglöfs, and we see great growth potential in having a direct consumer relationship to develop as an attractive, high-quality brand,” said Mr Ohlsson. “This has proved to be very successful and has supported our growth in all markets and channels.”
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