What Haglofs does

Haglöfs AB is a Swedish outdoor performance apparel and equipment brand founded in 1914, headquartered in Bromma, Sweden, and owned since December 18, 2023 by private equity firm LionRock Capital following its 100% acquisition from ASICS Corporation. The company designs, manufactures (via third-party suppliers), and sells technical outdoor products — waterproof and softshell jackets, shell trousers, fleece and midlayers, base layers, hiking backpacks (including the 30+-year-old TIGHT™ line), hiking footwear, sleeping bags, and accessories — for hiking, mountaineering, skiing, snowboarding, trail running, and outdoor lifestyle use. Its technical stack centers on proprietary PROOF™ waterproof technology, GORE-TEX ePE membranes (partnership with W. L. Gore & Associates), and DWR treatments; from Fall/Winter 2025, all newly produced waterproof gear is PFAS-free.

Haglöfs serves three customer segments: primary outdoor enthusiasts seeking technical performance, secondary lifestyle consumers, and a base of ambassadors/athletes representing the brand. Distribution is hybrid: direct-to-consumer via the haglofs.com e-commerce platform and physical brand stores/outlets, complemented by a network of authorized retailers and regional distributors covering more than 25 countries across the Nordics, Benelux, DACH, Western and Southern Europe, the UK and Ireland, Eastern Europe, and East Asia (China, Japan, South Korea, Hong Kong, Taiwan). The company operates wholly-owned subsidiaries in Benelux, Denmark, Finland, Germany/Austria, Norway, and the UK, with showrooms/sales offices in Shanghai and Tokyo.

Revenue mechanics are one-time product sales (B2C/B2B2C) priced at unit level, supported by a membership program offering 10% off the first purchase, presale access up to 40% off through June 30, 2026, and members-only pricing. A Lifetime Product Warranty and the Haglöfs Restored secondhand channel extend customer lifetime value and reinforce a sustainability positioning that includes a 50% emissions reduction commitment by 2030. A recent (October 2025) partnership with Twiceme integrates NFC-based digital safety features into the ski touring product line.

Name

Haglofs

Legal name

Haglöfs AB

Website

https://haglofs.com

Company type

Private

Founded year

1914

Operating status

Operating

Headcount range

11–50 employees

Short description

Haglöfs AB is a 1914-founded Swedish outdoor performance apparel and equipment brand, owned since 2023 by LionRock Capital, selling technical jackets, backpacks, footwear, and accessories across 25+ countries via DTC e-commerce, brand stores, and regional distributors.

Ownership category

akta.pro rank

Headquarters

HQ city

Bromma

HQ country

Sweden

HQ region

Europe

Offices11 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Product Sales: Haglöfs generates revenue primarily through the sale of outdoor performance apparel, footwear, and equipment directly to consumers via e-commerce and retail stores, as well as through wholesale distribution to authorized retailers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Haglöfs designs, manufactures, and sells technical outdoor performance apparel, footwear, and equipment — including waterproof and softshell jackets, hiking backpacks (notably the TIGHT™ line), shell trousers, fleece and base layers, hiking footwear, sleeping bags, and accessories. Products are sold directly to outdoor and lifestyle consumers through the company's own e-commerce platform, brand stores, and wholesale/distributor networks across Europe and Asia.

Product overview

Haglöfs is an outdoor performance apparel and equipment brand founded in 1914 in Sweden. The company offers a diversified portfolio of technical outdoor products organized around distinct collections and product categories. The core product range includes waterproof and softshell jackets (using PROOF™ and GORE-TEX ePE technologies), shell trousers, fleece and midlayers, base layers, outdoor shorts, hiking backpacks (including the iconic TIGHT™ line with over 30 years of heritage), hiking footwear with GORE-TEX options, sleeping bags, and accessories. Thematic sub-brands include Midnattssol (limited seasonal drops), Black Capsule (minimalist black essentials), Horizon (extended adventure), Vassi (technical), L.I.M (lightweight minimal), Latnja (mountain), and the TIGHT backpack collection. The brand completed its PFAS-free transition in FW 2025, with all new waterproof products using PFAS-free membranes and DWR treatments. Notable product partnerships include Twiceme NFC-based digital safety technology integration in ski touring gear. Sustainability initiatives include the Haglofs Restored secondhand program and comprehensive lifetime product warranty.

Differentiator

Problem solved

Functional benefit

Brands

• TIGHT™: Iconic backpack collection that originated over three decades ago, known for its ergonomic design, adaptable fit and practical features.
• Midnattssol
• Black Capsule
• Horizon
• Vassi
• L.I.M
• Latnja
• PROOF™

Products and services

• TIGHT™ Collection (Hiking Backpacks) Iconic Haglöfs backpack collection with over three decades of history. Features unique ergonomic design, adaptable fit, and practical features for outdoor enthusiasts across generations.
• Waterproof Jackets and Raincoats Durably waterproof shell jackets and raincoats in hardshell and softshell options for men, using PFAS-free GORE-TEX ePE membranes or Haglöfs' PROOF™ technology.
• Softshell Jackets Flexible, breathable shell jackets with DWR-treated surfaces and stretch materials designed for active outdoor use.
• Shell Trousers Weather-protective outer pants that repel wind and water while allowing moisture and heat to escape; available for skiing, hiking, and everyday use.
• Fleece and Midlayers Warming mid-layer garments including Polartec® fleece and microfleece options with flatlock seams, offset shoulder seams, and stretch materials for optimal weight-to-warmth balance.
• Base Layers Functional moisture-wicking base layer tops and trousers, including mulesing-free merino wool options, designed for thermal regulation during strenuous outdoor activities.
• Outdoor Shorts Durable hiking shorts constructed with polyamide and elastic waistbands, featuring DWR-treated surfaces for weather and dirt protection.
• Hiking Shoes and Boots Outdoor footwear for hiking in various conditions, including waterproof GORE-TEX-equipped boots that deliver moisture protection and breathability.
• Hiking Backpacks Functional backpacks ranging from simple daypacks to proper backpacker bags, featuring waterproof and windproof materials, ergonomic design, and adjustable straps for hikes of varying duration.
• Sleeping Bags Warm, ergonomic, water-repellent sleeping bags designed for overnight outdoor stays and camping.
• Hiking Accessories (Gloves, Beanies, Caps) Hiking accessories including gloves, seamless recycled polyester beanies, ultra-lightweight caps, and full-coverage hats with storm straps for varied weather conditions.
• Midnattssol Collection Seasonal limited-drop collection released around midsummer, featuring playful designs inspired by Sweden's traditional celebration of light, nature, and togetherness.
• Black Capsule Collection Minimalist black colorway collection featuring essential outerwear and apparel pieces in black, targeted at lifestyle and outdoor crossover use.
• Horizon Collection Sub-brand collection focused on extended outdoor experiences, exploration, and longer adventures.
• Vassi Collection Technical outdoor apparel sub-brand designed for specific outdoor activities.
• L.I.M Collection Lightweight and minimalist technical gear line emphasizing low weight and essential functionality, including jackets, trousers, softshell garments, and multitubes.
• Latnja Collection Technical outdoor collection designed for specific mountain and wilderness activities.
• Haglöfs Restored Secondhand and refurbished Haglöfs product program offering authentic pre-owned gear at reduced prices, designed to extend product lifecycle and reduce environmental impact.

Quantifiable outcome

• PFAS phase-out completed for all waterproof products
• +1 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• Twiceme TechnologycoreTechnology or Integration · 23 October 2025Partnership integrating Twiceme's NFC-based digital safety technology into Haglöfs' new ski touring set, marking Twiceme's entry into the winter outdoor apparel market. The integration adds safety features including Medical ID, real-time location sharing, emergency notifications, expected return time alerts, and immobility detection accessible via smartphone.
• W. L. Gore & Associates (GORE-TEX)coreTechnology or IntegrationHaglöfs uses GORE-TEX membranes, including the new GORE-TEX ePE (expanded Polyethylene) technology, in their waterproof products. Products with GORE-TEX come with the GUARANTEED TO KEEP YOU DRY warranty offered by W.L. Gore & Associates.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Mammut: Swiss alpine brand with 160+ year history producing technical apparel, climbing equipment, and footwear. Peer on heritage depth, technical-positioning, and comparable product range spanning shells, base layers, and gear.
• Rab: UK-based technical mountaineering apparel and equipment brand (owned by Equip Outdoor Technologies/Fenix Outdoor). Closely comparable on technical-shell and insulation category, mid-sized scale, premium positioning, and European wholesale concentration.
• Fjällräven: Swedish outdoor heritage brand founded in 1960, selling backpacks, apparel, and outdoor equipment with a similar premium-but-functional positioning. Fjällräven is the closest geographic and brand-heritage peer to Haglöfs, sharing the Nordic outdoor storytelling playbook (Kånken backpack analogous to TIGHT).
• Arc'teryx: Canadian premium technical outdoor brand owned by Amer Sports; comparable on technical-shell positioning, GORE-TEX use, premium pricing, and DTC-heavy distribution. Arc'teryx represents the upper-bound aspirational peer against which Haglöfs is benchmarked.
• Helly Hansen: Norwegian outdoor/workwear brand founded in 1877, comparable in heritage and core categories (technical shells, base layers, sailing/ski outerwear). Larger scale globally but operates in the same Nordic outdoor segment with significant wholesale overlap.
• Jack Wolfskin: German outdoor apparel/equipment brand (acquired by Callaway in 2021 for ~$540M) offering comparable hiking, trekking, and outdoor lifestyle categories across European wholesale and DTC channels. Comparable on product breadth and European-led distribution model.
• Norrøna: Norwegian technical outdoor brand producing premium mountain apparel, shells, and packs with strong GORE-TEX integration. Comparable on heritage, technical positioning, and Scandinavian outdoor credibility; competes directly with Haglöfs in the Nordics and key European markets.

Emerging players

• Mountain Equipment: UK technical mountaineering and hiking apparel/equipment specialist. Comparable on technical-shell focus and climbing/outdoor positioning at slightly smaller scale than Haglöfs; relevant in Europe retail assortments alongside Haglöfs in the same category.

Broad incumbents

• The North Face: VF Corp-owned global outdoor brand, the dominant scale player in technical shells and outdoor apparel. Not a direct competitor on heritage/positioning, but the volume leader against whom Haglöfs competes for retailer shelf space and consumer mindshare.
• Patagonia: US outdoor apparel brand and category leader (~$1.5B revenue), held by Patagonia Inc. since 2022 ownership transfer to climate non-profits. Defines the sustainability premium benchmark that Haglöfs is trying to compete against at smaller scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/haglfs
• Facebookfacebook.com/haglofs
• LinkedInlinkedin.com/company/haglofs-scandinavia-ab

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Haglofs