Press release -
Haglöfs welcomes Martin Daniels as new CEO
Haglöfs is excited to announce that Martin Daniels will be joining the company as Chief Executive Officer (CEO) as of August, 2024.
Martin Daniels brings extensive experience in building products, brands, and retail concepts within the consumer sector. Over the past decade, Martin was instrumental in shaping the success of Synsam, the leading optical retailer in the Nordics, where he most recently served as Deputy CEO. Prior to his time at Synsam, Martin was a Principal at Boston Consulting Group in Stockholm and New York, where he advised companies on strategy and business development.
“I’m proud and excited to join Haglöfs, a brand that has always held a special place in my heart. Haglöfs has an impressive history, a strong legacy of creating high-quality products, and a meaningful purpose of promoting a healthy outdoor lifestyle. This gives us a strong platform to elevate the brand and expand its global reach,” said Martin Daniels.
Tom Pitts, interim co-CEO, added, “We’re thrilled to have Martin on board. His experience in driving innovation and transforming businesses will be a huge asset as we continue to build on our strengths and guide Haglöfs toward even greater success in the outdoor industry.”
Martin Daniels will officially start as CEO on August 19, 2024.
For more information, please contact:
Sara Skogsberg
Corporate Communications Manager
Topics
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.
