The Swedish outdoor brand Haglöfs is entering into a partnership with Sport Alliance International Spa, a leading distributor on the Italian market, to strengthen its sales network in Italy and the Alpine region. This cooperation aims to make the outdoor equipment of Haglöfs more accessible and at the same time support the company’s growth goals in the region. The official launch takes place with the autumn/winter collection 2025.
Haglöfs develops technical clothing, shoes and equipment for activities such as mountaineering, hiking and skiing as well as versatile parts for everyday use. The partnership with Sport Alliance will guarantee a consistent distribution in the entire area and strengthen the presence of Haglöfs among important retailers such as athletes and mountain period, two subsidiaries from SAI.
“This partnership with Sport Alliance International is an important step in our efforts to restore a strong presence in Italy and to deepen our relevance in the Alpine region,” says Andreas Oliver Lorenz, Chief Commercial Officer from Haglöfs. “With your expertise on the Italian market, we are confident that this cooperation will support our goals in Europe.”
Alessandro Riva, Managing Director of Sport Alliance International, adds: “Haglöfs is a brand that is characterized by its tradition and uncompromising performance. We look forward to making your products accessible more consumers and further strengthening their position in the region. This cooperation reflects our commitment to work with brands that offer quality and innovation in order to meet the needs of today’s outdoor enthusiasts. “
The start of this partnership with the autumn/winter collection 2025 marks another commitment to the Italian and alpine market and creates the prerequisites for shared growth.
This article was translated by AI.