The large global outdoor markets are Europe, Asia, North America and Oceania (Australia and New Zealand). These markets have local markets which differ in structure and nature. Haglöfs is active in Europe and Asia, and its home market is the Nordic region.
The Nordic region is Haglöfs’ home market. This is a region which offers nature, wind, water, snow, cold and all the elements an outdoor enthusiast encounters and is challenged by. Haglöfs is an established player in all the Nordic countries and distributes widely to sports retailers and specialist stores. Specialists are important in ensuring correct positioning of the Haglöfs brand. At the same time, the long outdoor tradition in the Nordic region means sports goods retailers are knowledgeable.
Haglöfs has its own subsidiaries in all the Nordic countries, each servicing their own market. The Swedish subsidiary also deals with the Icelandic market. The Partner Store concept is well established and encompasses a total of 24 stores. The brand is represented through more than 1,200 dealers.
Haglöfs’ local markets in Central Europe are the countries surrounding the Alps. These markets offer high mountains, skiing and a variety of outdoor activities. Many new activities are also being developed and are showing strong trends, and from an image perspective the region is by far the most important area in Europe. The region comprises Switzerland, Austria, Southern Germany, Eastern France and Northern Italy. Haglöfs has quickly established a strong position in several of these markets, and ranks among the most leading brands in terms of image. Distribution is concentrated mainly on specialist stores, followed by sports retailers.
In Southern Europe, Haglöfs has a presence in markets around the Mediterranean. These are countries such as Spain, Portugal, Italy and France. The proximity to mountain areas such as the Alps and Pyrenees draws many people to seek outdoor action there, although there are also other attractions. This part of Europe also shows a clear incidence of Outdoor Fashion as opposed to Technical Outdoor, and, of course, fashion has traditionally been important here. Distribution takes place via sports retailers and small specialist stores.
In Northern Europe (excluding the Nordic region), Haglöfs has a presence in the United Kingdom, Ireland, the Benelux countries and Germany. The latter is the largest outdoor market in Europe. Northern Europe is more suitable for activities in low-lying areas, although many people seek out higher areas for their outdoor activities. Haglöfs has a good position in this market and has experienced considerable success in recent years – particularly in Germany. Distribution is via a number of large chains – both outdoor-oriented and more traditional sports goods retailers.
Haglöfs has a subsidiary in southern Germany which services the local market, including Austria, and a subsidiary in the UK which also covers Ireland. Other markets are serviced by local distributors, which often have a very strong outdoor profile. Haglöfs has decided to use sales agents for the Benelux countries. Haglöfs has chosen the shop-in-shop store concept for Europe, and at a number of locations the Company has large-scale store cooperation arrangements covering hundreds of square meters of shop floor space. The brand is represented through more than 1,350 dealers.
Haglöfs is represented in Asia by its presence in the Japanese, Korean, Chinese, Hong Kong and Taiwanese markets.
In Japan and South Korea Haglöfs has its own affiliates. Distribution is through specialist stores, sports goods stores and department stores with sports departments. There are also Brand stores in Tokyo and Seoul. In China, Hong Kong and Taiwan Haglöfs cooperates with local distributors to address the markets.