Haglöfs in Brief 2012

• 2012 was a year in which Haglöfs took a serious step into the Asian market with the establishment of subsidiaries in Japan and distributors in China, Hong Kong, and Taiwan. The result is that the Asian markets’ share of Haglöfs total sales for the year increased from 5% to 10%. In addition, a new subsidiary was established in the Netherlands to cover the markets in Belgium, the Netherlands and Luxembourg.

• Haglöfs’ new retail strategy involves the establishment of new Brand stores in Seoul, South Korea, and Tokyo, Japan. Haglöfs is also exporting its shop-in-shop concept to several markets in Asia.

• The restart of Haglöfs’ product development and design is generating a number of development projects and collaborations, and Haglöfs’ friends are becoming more closely associated with the organization. A foretaste of the results can be seen in accolades such as the OutDoor Industry Award, ISPO Award and Supplier of the Year.

• Within the area of sustainability, Haglöfs has moved closer to its vision through membership of Fair Wear Foundation, the decision to phase out all antibacterial agents by spring 2014 and the establishment of a seasonal warehousing solution for markets in Asia, thereby reducing CO2 emissions associated with transport. In addition, Haglöfs is setting new, even more demanding sustainability targets to be achieved by 2015.

• The combination of the recession in Europe, global financial turmoil and a strong Swedish currency has had a dampening effect on sales and earnings. However, several key markets such as Japan, the UK and Sweden are showing good or very good growth.

• Net sales amounted to SEK 690.3 (626.1) million. After adjustment for currency effects, sales increased by approx. 12%. Per business area sales amounted to: Hardware SEK 110.5 million, Clothing SEK 524.8 million and Footwear SEK 55.0 million.

• Operating profit (EBITA ) amounted to SEK 48.7 (62.2) million. The decline was attributable to increased investment in the organization and Haglöfs’ Asian expansion.

• The operating margin was 7.0% (9.9).

• The number of employees in 2012 was 191 (155).

Haglöfs in Brief 2012 can be read in full in the attached PDF.

For further information please contact:

Nicolas Warchalowski
CEO
+46 8 584 90 631
nicolas.warchalowski@haglofs.se

Haglöfs is one of the world’s leading outdoor suppliers and offers a responsible brand that meets modern day demands for products with a high level of functionality, good design and value for money to people who invest in an active outdoor lifestyle. Sales for 2012 amounted to SEK 690 million and the company has over the last five years achieved an average growth of 9 percent. Haglöfs is owned by ASICS Corporation since 2010. www.haglofs.se

CONTACTS:
PR & Media Manager: Sara Skogsberg Cuadras, sara.skogsberg-cuadras@haglofs.se
CEO: Nicolas Warchalowski, nicolas.warchalowski@haglofs.se

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