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.”

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