Haglöfs’ flagship opens door to fresh direction
Outdoor brand Haglöfs has reopened its revamped Stockholm flagship store, which it says “embodies its next chapter”.
To honor its Swedish roots, the store is built around traditional objects and materials. Carved wooden elements and an inherently Swedish aesthetic, including hand-crafted furniture from Hemavan.
Paulina Arnberg, Haglöfs' global director of DTC and merchandising, said: “Our Stockholm flagship embodies the next chapter of Haglöfs: progressive, immersive and deeply connected to nature.
“It offers a first glimpse into a series of ambitious investments and experiences that will continue to strengthen the Haglöfs brand in the years ahead."
Andreas Lorenz, Haglöfs CEO, added: “This is an important moment for Haglöfs, not just because we have reopened our flagship store, but because it’s one of the first real physical expressions of the direction we are taking.”
Last month, it appointed Marcus Grönberg as director of wholesale from Peak Performance.
The company also aims to expand in Asia.
