Haglöfs’ concept store brings Sweden to Shanghai
Swedish outdoor brand Haglöfs has opened a concept store in Shanghai, the next step in its push into the Chinese market.
Built around the retail concept ‘Nature Inside, Life Outdoors’, the store integrates Swedish landscape elements and sustainability values, it said.
Across its three floors, the space showcases functional innovation and core technologies, and provides a service environment developed with partners including Gore-Tex and Electrolux, offering repair and restoration services.
Jerry Who, CEO of Haglöfs China, said: “The brand’s Chinese name, Huochuigun (matchstick), carries a unique symbolism. By opening on Huaihai Road, where history converges with the Huangpu River, the store aims to connect Stockholm and Shanghai, awaken people’s connection to nature, and blur the boundaries between city life and outdoor adventure.”
Andreas Lorenz, CEO of Haglöfs, added: “This opening marks a landmark milestone in Haglöfs’ history and reflects the strength of our partnership in China and our shared ambition to build Haglöfs as a leading premium outdoor brand."
Haglöfs has been owned by private equity firm LionRock Capital since December 2023.
Read more about the company's strategy in our interview with former CEO Martin Daniels. Mr Daniels left the company in November.
