Swedish outdoor brand Haglöfs has appointed Martin Daniels as its new chief executive. He took up the role on August 19.

Before the move, Mr Daniels worked at Synsam, an optical retail group in the Nordics. He spent ten years there, building product ranges, brands and retail concepts. He was its chief innovation officer until 2023 and ended up as deputy chief executive.

Prior to that, he worked as a principal at Boston Consulting Group in Stockholm and New York.

He said Haglöfs was a brand that had a special place in his heart and that he was proud to join the company.

Hong Kong-based private equity firm LionRock Capital acquired Haglöfs at the end of last year.

Share this story: