Haglöfs’ business is based on developing products for people who invest in an active outdoor lifestyle. The Company’s products are renowned for their quality, fit and functionality – truly Outstanding Outdoor Equipment. At the same time, clear targets, strategies, structures and working methods create value for Haglöfs’ owners and other stakeholders.
Haglöfs’ vision is to position the brand as a leader in the areas of Technical Outdoor and Sustainability in all the important world markets.
The Haglöfs business concept is to offer a responsible brand which meets modern day demands for products with a high level of functionality, good design and value for money to those who invest in an active outdoor lifestyle.
Haglöfs develops products for people who invest in an active outdoor life. In addition to the Company’s core target group, there is also a large group of users who are active in a variety of areas. These include dog owners, equestrian sports participants, and hunting and fishing enthusiasts. Common to all these activities is a need for products with functional design.
Haglöfs chooses to distribute its products mainly through outdoor specialists who have a clear understanding of what the Company has to offer. They also provide a natural point of contact with people whose main interest is outdoor pursuits. In developed markets, Haglöfs has a broader distribution, which also includes the specialistsports sector.
Haglöfs’ overall objective is to be perceived as one of the leading and most innovative brands in the Company’s markets and an obvious choice for those who invest in an active outdoor lifestyle.
Haglöfs’ profitability target is to achieve an annual operating margin (EBITA) of at least 12 percent. Haglöfs’ growth target is to achieve long-term average growth of at least 10 percent.
To offer the most distinct range of products in the outdoor industry and to possess the product attributes of quality, technology, fit and function. To ensure distribution channels, deliveries and associated services are at world-class level. To be perceived as a professional and responsible company where sustainability issues are concerned. To nurture and strengthen Haglöfs’ clearly-defined collective value base, built on the Company’s core values.