BUSINESS Haglöfs’ business is based on developing products for people who invest in an active outdoor lifestyle. The Company’s products are renowned for their quality, fit and functionality – truly Outstanding Outdoor Equipment. VISION Haglöfs’ vision is to position the brand as a leader in the areas of Technical Outdoor and Sustainability in all the important world markets. BUSINESS CONCEPT The Haglöfs business concept is to offer a responsible brand which meets modern day demands for products with a high level of functionality, good design and value for money to those who invest in an active outdoor lifestyle. TARGET GROUP Haglöfs develops products for people who invest in an active outdoor life. In addition to the Company’s core target group, there is also a large group of users who are active in a variety of areas. These include dog owners, equestrian sports participants, cyclists and hunting and fishing enthusiasts. SALES CHANNELS Haglöfs chooses to distribute its products mainly through outdoor specialists who have a clear understanding of what the Company has to offer. In developed markets, Haglöfs has a broader distribution, which also includes the specialistsports sector. OVERALL OBJECTIVE Haglöfs’ overall objective is to be perceived as one of the leading and most innovative brands in the Company’s markets and an obvious choice for those who invest in an active outdoor lifestyle. Specialer Outstanding outdoor equipment, Hardware, Footwear, Clothing