Swedish outdoor brand Haglöfs has made a comeback to the Chinese market with the opening of its first brand store at Kerry Parkside in Pudong, Shanghai. The launch took place on Friday 12 September 2025, marking the company’s 111th anniversary.
The Shanghai store is the first step in Haglöfs’ plan to open 25 brand stores across 18 Chinese cities within the coming year. According to Haglöfs, the Kerry Parkside location was chosen because of its strong position as a hub for international outdoor brands and its large consumer base.
“2025 marks a bold new chapter in Haglöfs’ journey across Asia,” says Daniel Stiller Cohn, Head of Distribution Sales & Sales Operations at Haglöfs. “With our joint venture now firmly in place, led by the visionary Jerry Who (CEO, Haglöfs Greater China), we proudly opened the doors to our very first brand store in the heart of Shanghai.”
Jerry Who added that Haglöfs’ competitiveness lies in the combination of high-tech materials and minimalist design, pointing to the brand’s L.I.M (Less Is More) series and the TIGHT™ backpack as trusted products for outdoor enthusiasts.
Founded in Sweden in 1914 by Wiktor Haglöf, the company started with durable backpacks for local loggers. Today, Haglöfs offers outdoor clothing, footwear, backpacks, and accessories in 28 countries and regions worldwide. Since December 2023, Haglöfs has been owned by LionRock Capital.
Source: Haglöfs
Thank you for the article. Our JV will actually open 25 stores until the end of this year – more to come in 2026!