Haglöfs delivers stable sales in 2020

Despite the prevailing pandemic and turbulent market conditions, Haglöfs managed to deliver net sales for 2020 in line with last year’s strong performance. According to CEO Fredrik Ohlsson, the ability to mitigate the crisis is mainly related to Haglöfs improved product mix, brand strength and digital distribution.

The first half of 2020 was challenging for the whole outdoor industry. The combination of a mild winter and the pandemic outbreak caused a significant decline in Haglöfs’ sales at the beginning of the year. To manage the dramatic market situation, cost reduction and collaboration were key for Haglöfs.

“In 2020, the pandemic had devastating effects on peoples’ lives and businesses all over the world. I am very proud of how Haglöfs’ co-workers, suppliers, business partners and loyal customers have all worked together in these challenging times. Thanks to everyone’s contribution, we have been able to balance short-term crisis management with a continued long-term focus on becoming the number one responsible outdoor performance brand,” says Fredrik Ohlsson, CEO of Haglöfs.

In the later part of the second quarter, the market conditions were fundamentally altered with a major uplift in demand for outdoor products as consumers spent more time exploring outdoor activities. Haglöfs was well-positioned to leverage on this trend thanks to the company’s previous investments in its product mix, brand and digital distribution.

“We have successfully turned Haglöfs into a more consumer-focused company with a more relevant product mix, stronger consumer relationships and stronger marketplaces, including our own digital channel. This has altogether made it possible for us to keep sales on the same level as last year, despite the challenging start of the year”, Fredrik Ohlsson continues.

Long-term focus on product and sustainability

Throughout the whole year, Haglöfs has kept a long-term perspective and continued to invest in its brand, product development and sustainability efforts. In 2020, the company launched its new brand claim Outsiders by Nature, and continued to develop its design philosophy: Neo Hantverk – responsible performance design. Based on innovative solutions, Haglöfs aspire to deliver high-technology, high-quality products with low environmental impact.

One important part of Haglöfs’ sustainability strategy is prolonging the lifetime of their products. During the year, a preview of the brand’s second-hand collection, Haglöfs Restored, was released. Items that otherwise would have been neglected or discarded have been restored to almost-new shape and have been given a new lease of life, reducing waste, emissions and water use in the manufacturing process, while keeping still-premium materials out of landfill for longer. The collection will be fully launched in FW21.

“As a responsible outdoor performance brand, sustainability is an integral part of our identity. We strive to decrease our environmental impact as much as possible across all areas of our operations, and we will present several ambitious sustainability initiatives during 2021”, says Fredrik Ohlsson.

Entering 2021 with strong momentum

Haglöfs enters the new year with a strong position on an outdoor market that is seeing a positive upswing. To springboard from this, the company will make additional investments in technology and competence during 2021.

“Although we are humble for any challenge that the pandemic may give rise to, we have a positive view of 2021. In the coming year, we will keep putting the consumer first, developing our channel mix and brand, as well as launching innovative product lines based on our new design philosophy,” Fredrik Ohlsson concludes.