Haglöfs plans bold moves in China
On the occasion of its 111th anniversary, Swedish outdoor brand Haglöfs has declared a “strategic restart” of its business in China and has opened is first store there, in Shanghai.
Daniel Stiller Cohn, head of sales operations at Haglöfs, said: “2025 marks a bold new chapter in Haglöfs’ journey across Asia. With our joint venture now firmly in place, led by the visionary Jerry Who (CEO of Haglöfs Greater China), we proudly opened the doors to our very first brand store in the heart of Shanghai.”
This is the first step in Haglöfs’ plan to open 25 brand stores in 18 Chinese cities within the year.
Founded in 1914 by Wiktor Haglöf, Haglöfs began by designing durable backpacks for local loggers. Known for its high-tech materials and minimalist design, the brand has grown into one of Sweden’s leading outdoor names, offering clothing, footwear, backpacks and accessories in 28 countries.
Haglöfs has been owned by LionRock Capital since December 2023.
