Press release -
Haglöfs opens new shop-in-shop at Illum, Copenhagen
Swedish outdoor brand Haglöfs is excited to announce the opening of its newest shop-in-shop in Illum, the iconic Scandinavian department store located in the heart of Copenhagen.
Known for its focus on fashion and lifestyle, Illum provides a renowned platform for Haglöfs to showcase its innovative outdoor gear. The shop is located in the department store's dedicated outdoor section, covering 30 square meters and positioning Haglöfs among other top-tier brands.
"We see Illum as a window into all of Scandinavia—a place where people go to find inspiration. It's a fantastic opportunity to present our brand in such an inspiring environment," said Thomas Christensen, Haglöfs’ Country Manager Denmark.
With the opening of its shop-in-shop in Illum, Haglöfs further strengthens its presence within the Danish outdoor community, offering consumers easy access to a wide range of high-performance products—including clothing, footwear, and backpacks—in a prestigious setting.
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We come from Sweden, a country of extreme weather and extensive landscape. A place where the outdoors isn’t just a far off place, it’s in the fabric of our culture and community. We are committed to creating gear that will support anyone, anywhere in their own outdoor adventure. We were founded in 1914 by Wiktor Haglöf, a visionary with a dream and a toolbox. Our story has evolved from humble beginnings, and we’ve ventured into new territory, creating technical designs that set a new standard in craftsmanship.
At Haglöfs, we are Outsiders by Nature. We draw outside the lines, think outside the box, and live outside our comfort zones. We encourage exploration both physically and mentally through embracing the outdoors. We believe that everyone can experience the outdoors, and do all we can to ensure that it will still be there for future generations to explore.
Haglöfs has been owned by LionRock Capital since December 2023. For more information, please visit www.haglofs.com.
