The Swedish outdoor outfitter Haglöfs AB has a new boss. On Tuesday, the company announced that Andreas Lorenz had been promoted to CEO with immediate effect.
He succeeds Martin Daniels, who had headed Haglöfs since last summer. Daniels left the company after “intensive discussions” with the board of directors due to different ideas about creative and commercial development, according to a statement. The decision to “go our separate ways” was mutual.
With Andreas Lorenz, a proven manager took over the executive chair. The new CEO joined Haglöfs in August 2024 and has held the position of Chief Commercial Officer (CCO) since then. He was previously Head of Sales Central Europe at the Swiss sporting goods provider On. According to the company, Lorenz has “more than 25 years of experience in the consumer goods industry.” Over the course of his career, he also held management positions at Adidas and McKinsey & Company.
Daniel Tseung, the chairman of Haglöfs and founder of the investment fund LionRock Capital, which took over the Swedish company almost two years ago, explained the personnel decision. “Our business is currently experiencing remarkable momentum – in particular, our initial expansion in China has exceeded even the most optimistic expectations,” he said in a statement. “In Andreas we have an exceptional manager at the helm, exactly the right one for this crucial phase of our development. We are thrilled and proud to have found the ideal successor from within our own ranks.”
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