The Swedish outdoor equipment from Haglöf AB opened his first brand store in China. As a location, the company chose the Kerry Parkside shopping center in Pudong, a district of the east coast metropolis of Shanghai.
With the reopening, Haglöfs succeeded in a “strong comeback” in China, the company said on Friday. The step marks the “strategic restart” of the brand in an important sales market.
Haglöfs plans to open 25 shops in China
Haglöfs had reorganized his presence in China after the takeover by the Hong Kong investment company Lionrock Capital and founded a joint venture with the local sales partner Viva Group for China, Hong Kong, Macau and Taiwan in the summer of 2024.
“The year 2025 stands for a bold new chapter in the history of Haglöfs in Asia,” emphasized Daniel Stiller Cohn, the Head of Distribution Sales & Sales Operations of the traditional company. “With our now firmly established joint venture, which is led by the visionary Jerry Who as CEO by Haglöfs Greater China, we proudly opened the doors of our very first brand store in the heart of Shanghai.”
The company now has ambitious plans for further expansion: In the course of the year it wants to open 25 branded gates in 18 Chinese cities.