Asics-owned sportswear brand Haglöfs names Fredrik Ohlsson CEO
Swedish sport and outdoor brand Haglöfs, owned by Asics Corporation, has announced the appointment of Fredrik Ohlsson, formerly the company’s global sales director, as CEO. He replaces Carsten Unbehaun, who has in turn been appointed general manager of Asics EMEA.
“I’m honoured and excited to be the new CEO. My goal is to ensure the company’s constant growth and to lead it according to our 2022 strategy, paying great attention to consumers and sustainability. Carsten Unbehaun and myself have worked closely together to draw up Haglöfs’s strategic plan, and I am happy to continue collaborating with him in his position as board chairman,” said Ohlsson.
Haglöfs’s strategic focus is on the relationship with customers, thanks to an increasingly targeted, sustainably developed product range, and on digital tools. Last year, the brand introduced new e-tail sites in eight countries, and also opened three monobrand stores.
Haglöfs was founded in Sweden in 1914 as a small-scale backpack producer. It is currently active in 20 European and Asian markets, via approximately 1,250 multibrand retailers, and has a staff of 200 people. Haglöfs also operates 11 monobrand stores in Europe: two each in Helsinki and Stockholm, one in Åre, Avesta, Haparanda and Göteborg (Sweden), one in Oslo, Chamonix (France) and London.
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