Haglöfs reorganizes management

Haglöfs, the Swedish outdoor brand acquired in 2010 by Asics, is busy reorganizing its management with the appointment of Eva Strand as Chief Financial Officer – a new appointment fully in line with the strategic plan to develop and globalize the brand: Haglöfs Going Global.

Eva Strand, 45, who has a degree in economics, was previously CFO in the pharmaceutical company GlaxoSmithKline and earlier in her career held management positions in American Express Corporate.


Visuel Haglöfs

"Eva Strand’s international experience will be a key factor in helping us with our expansion", says Nicolas Warchalowski, Chairman/CEO of the brand, which aims to further strengthen its presence in Asia.

Haglöfs has also reorganized its management in-house, also appointing Nico Kruis, now Haglöfs Benelex manager, as brand director for Central Europe and Magnus Nervé, now brand director for Japan, as brand director for Asia Pacific.

The company also appointed Camilo Sjödin as development and retail director, while Fredrik Kjellberg becomes head of global marketing.

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