TOWARDS A SUSTAINABLE FUTURE
Efforts to make Haglöfs the outdoor industry's leader in sustainability continue. During the year, the company has taken a number of initiatives that strengthen its position, while the collection being launched for spring/summer 2016 has the highest proportion of sustainable products yet. At the same time, Haglöfs wants to create sustainable development for the company, and the strategic plan recently launched is aimed at doing just that.
For the first six months of the year, Haglöfs has worked intensively to restructure the business in line with the strategic plan initiated by the new CEO Peter Fabrin. The aim of the plan is to strengthen the relationship with customers and consumers, and to ultimately take Haglöfs from being a good company to becoming an exceptionally great company.
In the spring, Haglöfs made several key recruitments in line with efforts to sharpen customer focus, increase brand awareness and strengthen brand equity. The recruitments have brought the company additional experience and expertise in sales and marketing, as well as new qualified resources to strengthen its presence in digital channels and the company’s upcoming e-commerce.
“We are following our strategic plan to create long-term sustainable development. We are working hard and doing many effective things that will make a difference going forward for our customers and consumers and for Haglöfs as a company. We have also recently strengthened our organization with a number of people who bring expertise in several of our focus areas,” says Haglöfs CEO Peter Fabrin.
Development within sustainability
In recent years, Haglöfs has developed into one of the world's leading outdoor companies in the area of sustainability. Haglöfs now often acts in an advisory capacity to those with whom the company initially sought contact to learn more – ranging from government authorities to standard-setting organizations. To ensure performance, the sustainability work was kept under wraps for a time. With the launch of Take Care, in 2014, Haglöfs gave its customers and consumers an opportunity to choose the products that are most advanced in terms of sustainability.
Haglöfs has recently taken several sustainability initiatives that further strengthen the company's position. Haglöfs has joined the Leather Working Group (which works to create a sustainable leather industry) and in connection with its membership has started a transition to exclusively sourcing sustainable leather from Gold Rated Tanneries. Haglöfs has also joined the ethical down standard RDS – Responsible Down System.
For the spring/summer 2016 collection, Haglöfs is launching criteria to enable the company's products in the Footwear business area to be labeled with the Take Care symbol like the company's clothing. For footwear to carry Haglöfs' Take Care labeling, it must either be made of sustainable leather (from a Gold Rated Tannery) or have at least 70 percent of the upper part of a synthetic shoe made of a bluesign®-approved or recycled material, with the midsole and/or outsole containing either bio-based or recycled material.
“Making Haglöfs leader in sustainability is a central part of our business. For spring 2016, 75 percent of our products will carry Take Care labeling and we are well on track to achieve our wanted position,” concludes Peter Fabrin.
Text and images are available at www.haglofs.com/press
For more information please contact:
Sara Skogsberg Cuadras
Communication Manager
+ 46 8 584 400 14
sara.skogsberg-cuadras@haglofs.se
Haglöfs develops clothing, footwear and hardware for people who invest in an active outdoor lifestyle. From small-scale backpack manufacturing in 1914, Haglöfs has developed into one of the world’s leading suppliers of technical and sustainable outdoor products by means of modern product development and strategic distribution. The Haglöfs brand is primarily marketed to 25 European and Asian markets and the company employs some 200 people. Sales for 2014 amounted to SEK 766 million. Haglöfs is owned by ASICS Corporation since 2010. www.haglofs.com
CONTACTS:
Communication Manager: Sara Skogsberg Cuadras, sara.skogsberg-cuadras@haglofs.se
CEO: Peter Fabrin, peter.fabrin@haglofs.se
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