Refined consumer focus helps Haglöfs coast 2020
Swedish outdoor brand Haglöfs said cost reduction and collaboration across the supply chain helped it to mitigate the double blow of a mild winter and the pandemic in 2020, resulting in similar revenues to the previous year.
CEO Fredrik Ohlsson said: “In 2020, the pandemic had devastating effects on peoples’ lives and businesses all over the world. I am very proud of how Haglöfs’ co-workers, suppliers, business partners and loyal customers have all worked together in these challenging times.”
In the later part of the second quarter, there was an increase in demand for outdoor products as consumers spent more time exploring outdoors. Haglöfs said it capitalised on this with an improved product mix, brand strength and digital distribution.
“We have successfully turned Haglöfs into a more consumer-focused company with a more relevant product mix, stronger consumer relationships and stronger marketplaces, including our own digital channel. This has made it possible for us to keep sales on the same level as last year, despite the challenging start of the year,” Me Ohlsson added.
In 2020, the company launched its new brand claim Outsiders by Nature, and continued to develop its design philosophy: Neo Hantverk – responsible performance design.
During the year, a preview of the brand’s second-hand collection, Haglöfs Restored, was released. Items that otherwise would have been neglected or discarded have been restored to almost-new shape and have been given a new lease of life.
Picture credit: Haglöfs
