Haglöfs
LionRock Capital · Sweden
Haglöfs is a Swedish outdoor apparel, footwear and equipment brand founded in 1914 by Wiktor Haglöf in Dalarna and headquartered in Stockholm. Owned by Japan's Asics from 2010, it was acquired by the Hong Kong investment firm LionRock Capital. It is one of Scandinavia's oldest outdoor brands.
| Founded | 1914, Dalarna, Sweden |
|---|---|
| Founder | Wiktor Haglöf |
| Owner | LionRock Capital |
| Previous owner | Asics (2010 to 2023) |
| Headquarters | Alvik, Stockholm, Sweden |
| Website | haglofs.com |
What is Haglöfs?
Haglöfs designs outdoor clothing, footwear, backpacks and sleeping bags for hiking, trekking and everyday use. The company's head office is in Alvik, Stockholm, and most products are shipped from a warehouse in Eskilstuna. Its offer combines technical function with a clean Scandinavian aesthetic.
History
Wiktor Haglöf started the business in 1914 in Dalarna, central Sweden, originally making backpacks. Over the following century it grew into a full outdoor brand. In July 2010 Japanese sportswear group Asics acquired the company for about 11.4 billion yen. Asics later sold 100 per cent of Haglöfs to LionRock Capital, a Hong Kong-based investment firm, which according to Wikipedia completed the purchase in December 2023.
Products and positioning
Haglöfs sits in the premium segment of the outdoor market. Its range includes:
- Waterproof shells, insulated jackets and fleece
- Hiking trousers and base layers
- Hiking and trail footwear
- Backpacks, sleeping bags and other outdoor hardware
Business model and distribution
According to Wikipedia, Haglöfs is sold in 28 markets through wholesale, both direct accounts and distributors, e-commerce in 13 countries and a dozen company-owned stores. It has subsidiaries in Sweden, Norway, Finland, Denmark, Germany and the United Kingdom, plus its own operations in France. Revenue was 976 million Swedish kronor in 2022, with 238 employees worldwide.
Why it matters
Haglöfs is an example of a heritage Nordic outdoor brand that has passed between Japanese and Asian investors, reflecting the growing role of Asian capital in Western outdoor brands. Its relatively compact size and strong wholesale base make it a useful reference for mid-sized outdoor companies balancing specialist retail with direct-to-consumer growth.
It also competes directly with other Swedish outdoor brands such as Fjällräven and Peak Performance, which together give Sweden an unusually strong position in premium outdoor clothing.
Frequently asked questions
Who owns Haglöfs?
Haglöfs is owned by LionRock Capital, a Hong Kong-based investment firm that bought the brand from Asics. Asics had owned Haglöfs since 2010.
Where is Haglöfs from?
Haglöfs is a Swedish brand founded in 1914 by Wiktor Haglöf in Dalarna. Its head office is in Stockholm.