Swedish sport and outdoor brand Haglöfs has appointed Fredrik Ohlsson, the company’s former global sales director, as its new CEO. Ohlsson will replace Carsten Unbehaun, who has in turn been appointed general manager of Asics EMEA.
Haglöfs’s strategic focus is on the relationship with customers, thanks to an increasingly targeted, sustainably developed product range, and on digital tools. Last year, the brand introduced new e-tail sites in eight countries, and also opened three monobrand stores.
Haglöfs was founded in Sweden in 1914 as a small-scale backpack producer. It is currently active in 20 European and Asian markets, via approximately 1,250 multibrand retailers, and has a staff of 200 people. Haglöfs also operates 11 monobrand stores in Europe: two each in Helsinki and Stockholm, one in Åre, Avesta, Haparanda and Göteborg (Sweden), one in Oslo, Chamonix (France) and London.
