DESIGN
The Haglöfs design philosophy is the same, whether we are talking about clothing, backpacks, sleeping bags or footwear. The philosophy is all about creating what people actually need for their outdoor activities, without adding anything extra. There are many sources of inspiration, including the Haglöfs brand itself. A key approach is to justify every individual part, every detail, from a user’s perspective. Functionality, fit and quality in the creation of Outstanding Outdoor Equipment.
The design philosophy also draws inspiration from Haglöfs’ background and own history, and from Swedish tradition – the authentic in the heart of nature. At the same time, Haglöfs’ products must appeal to users in many different countries, all of which have their own specific trends. Market proximity and monitoring of outdoor activity trends are therefore vital. Another of the challenges in the design phase is to produce a range that will appeal to young and older users alike.
PRODUCT DEVELOPMENT
The journey from concept to finished product normally spans several years. Developing concepts and products for users who may not be reached by Haglöfs’ products for another two years is a challenging task. Unlike the fashion industry, the outdoor industry is not particularly driven by short-term trends. This is why Haglöfs looks not only at what is popular today, but also activities which are less well-subscribed – activities which are likely to grow and set trends in the future.
Each development project is unique and each new product is the result of a detailed and systematized process. This is particularly necessary with several parallel development processes in progress at the same time. Every year, between 200 and 300 products in Haglöfs’ three product areas are replaced over two seasons.
Sustainability is fully integrated into Haglöfs’ product development in every step of the value chain until the finished product is obtained. It also has perhaps an even more important role as one of the main drivers in the Company’s design and product development work, and is one of the parameters used in the concept phase of new product development.
QUALITY
Quality is one of Haglöfs’ core values and a key attribute of the Company’s products. Haglöfs sees quality as something to be developed, and this philosophy is incorporated into the Company’s design and development work. Using the best and most technical materials the market has to offer is a tool which guarantees high quality, and to this end Haglöfs works in close partnership with leading material suppliers such as Gore and Polartec. The same approach is used in Haglöfs’ material development.
The quality of Haglöfs’ products is verified at different stages in the development phase and in various ways, including a number of prototype submissions. Quality assurance is carried out by associated partners and third-party quality inspectors. Haglöfs’ inspection procedures comply with international standards, and all products are inspected during the production phase and before shipment of the finished products.
PRODUCTION
Haglöfs’ entire production is covered by external manufacturers. Haglöfs is committed to establishing long-term relationships, and is always keen to enter into partnerships. The nature of Haglöfs’ product range requires manufacturers to be fully conversant with the Company’s high technical standards and able to handle advanced materials and specialized production. It is also important that they meet Haglöfs’ requirements for manufacturers. These requirements relate not only to quality and reliability of supply, but also sustainability aspects.
As the majority of the world’s development of technical materials takes place in Asia, Haglöfs also has a large proportion of its production in China and Vietnam. Other production countries include Estonia, Portugal and Romania. The choice of production location is also influenced by freight costs and the manufacturer’s environmental impact. Haglöfs regularly assesses the overall picture in order to optimize all aspects of its production.
LOGISTICS
In an age when everything is moving faster and becoming more complex, logistics is becoming an increasingly important component of the value chain, generating relationships, developed channels and partnerships which complement the Company’s working methods, processes and systems. In order for Haglöfs to achieve its goal of profitable growth, it is essential for the Company to achieve cost efficiency and for the market to perceive the Company as having high capacity and delivery quality. Logistics encompasses much more than a product flow. It is a total flow of information along the entire value chain, including the economic flow during processing of delivery and payment terms, for example. The entire supply chain is entrenched in Haglöfs’ vision, goals and strategies; even early on in the development stage, sales markets are probed about volumes, payment methods and so on.
Shipment from the manufacturer to Haglöfs’ central warehouse in Avesta is normally by sea, with additional transportation by rail or road, depending on the manufacturer’s location. Haglöfs has engaged Green Carrier for a large proportion of its transportation needs, as the company is able to offer a complete product portfolio in combination with a high service level, short decision-making channels and active environmental and quality programs. Following order consolidation, the products are distributed to customers – normally in cooperation with Posten and UPS.