Haglöfs CEO to leave following clash of views with owner
Swedish outdoor brand Haglöfs has announced CEO Martin Daniels will step down and Andreas Lorenz, current chief commercial officer, will assume the role.
In 2023, the company was taken over by private equity firm LionRock Capital.
Daniel Tseung, Haglöfs’s chairman and founder of LionRock, said: “Martin and I share a deep respect for the brand and its heritage, he has helped put the company on a sustainable footing with well thought through initiatives that Haglöfs will continue to embrace.
"However, we have recognised that we have different views on how to evolve the creative and commercial side of the business. After many conversations with him and the board we have agreed to part ways. I am grateful for all what Martin has achieved.”
Andreas Lorenz, who has held leadership positions at Adidas and On Running, added: “I want to start by recognising Martin’s contribution and the role he has played in leading us through a period of significant transformation — an important step in resetting Haglöfs for future success.
"I take on the role of CEO with humility, but also with deep commitment and conviction. Our direction is clear. Our North Star hasn’t changed. I’m proud to lead this company and to walk the next part of the journey together with the entire Haglöfs team.”
Sportstextiles spoke to Martin Daniels for our latest issue. He told us about the company’s work to becoming PFAS free and about its expansion plans in Asia
