Discovering the Haglöfs Legacy: From Cottage Industry to Outdoor Pioneer

From Humble Beginnings to Europe and Beyond

If you’re passionate about outdoor adventures, you’ve likely come across Haglöfs—a brand synonymous with quality and innovation in the outdoor industry. But do you know the story behind its remarkable rise? 

Haglöfs traces its roots back to 1914, when Wiktor Haglöf, a skilled carpenter with a vision, embarked on a mission to create a backpack capable of withstanding the harsh conditions of the Swedish wilderness to carry his heavy tools. Armed with his toolbox and a deep-seated desire to challenge the status quo, Wiktor stitched together his first batch of backpacks.

Wiktor sourced the fabric, designed patterns, and enlisted the help of a neighbour with a sewing machine. Soon, Wiktor was cycling through the countryside, taking every opportunity to sell his sturdy backpacks.

A Growing Vision

As word spread, demand grew, prompting Wiktor in 1919 to relocate to a larger workshop in Torsång, this marked the birth of the Dalstugan workshop and as the business expanded by 1934 Wiktor had built a factory at the same location.

Wiktor’s sons, Rolf and Hans, joined the company, and together they began developing innovative products like a convertible backpack that doubled as a seat and a child carrier chair. By 1945, they were supplying equipment to the Swedish Armed Forces and the burgeoning Scout movement.

The Path to Expansion

Under Rolf and Hans’ leadership in the 1950s, Haglöfs backpacks sold successfully throughout Sweden. The 1960s and 70s saw the product line expand into a variety of outdoor gear. In 1975, the brothers sold the company to Bonnierföretagen, and soon after, Haglöfs merged with Elof Malmberg to create Frosta Fritid, one of Sweden’s premier outdoor companies.

However, by the late 1980s, Haglöfs faced a challenge. Their offerings were too green and rugged for trendy stores yet not specialised enough for hardcore outdoor users. Recognising this gap, the brand set out to redefine its identity and product range, focusing on high functionality and appealing design.

The business idea was, “To offer a brand that meets today’s needs for products with high functionality, good design and value-for-price for people who are investing in an active outdoor life”.

A Modern Transformation

The early 1990s marked a pivotal transformation for Haglöfs. They embraced the concept of layering and expanded their product offerings to include modern sleeping bags and clothing. In 1993, the Tight backpack was launched, becoming a key player in the brand’s resurgence with sales success in major Nordic cities.

By 1995, Haglöfs introduced the To-Go hiking boots, developed in collaboration with an orthopedist. This innovative approach showcased Haglöfs’ commitment to blending style with functionality. The following year, they received a license to use Gore-Tex®, establishing themselves as a leader in producing high-performance outdoor clothing.

Changing the hat

In 2000, Haglöfs unveiled a new logo, marking their first steps into Europe with the slogan “Outstanding Outdoor Equipment.” This tagline encapsulated the essence of what Haglöfs represented: quality, innovation, and a commitment to the outdoor lifestyle.

Haglöfs’ original logo was based on Wiktor Haglöfs’ initials and he drew it himself. There were different variations until Haglöfs was incorporated in 1955 when a new logo was designed by an artist in Borlänge. The logo was modified several more times, but it was always based around the name “Haglöfs” in some form.

In 1975 the “Haglöfs hat” was introduced, which was designed by a brand consultancy firm in Stockholm. The hat was also included in the product line. The hat served as a great symbol up through the 1990s, but it reached a point where it became too old-fashioned and the new logo was introduced in 2000. 

The Growth of a Heritage Brand

The 2000’s were a period of solidifying the Haglöfs brand identity. With concepts like LIM (Less Is More) and Climatic, the company focused on producing high-quality clothing that catered to the modern outdoor enthusiast. During this decade, Haglöfs was acquired by private equity firm Ratos AB, which spurred further growth.

In mid-2000s, Haglöfs also began to emphasise responsibility, raising standards for suppliers and manufacturers, ensuring sustainable practices were woven into the fabric of the company.

A New Chapter Begins

In 2010, Haglöfs found a new home under the Japanese sporting goods company ASICS Corporation. However, in 2023, ASICS sold Haglöfs to LionRock Capital Limited, signalling another exciting chapter in its history. Daniel Tseung, LionRock’s founding partner, expressed enthusiasm for Haglöfs’ legacy and its potential for growth in Europe and beyond.

Gear Designed for Adventure

Haglöfs’ minimalist designs and tasteful colour palettes make their gear perfect for a variety of activities, from hiking to mountaineering to ski touring to ice climbing. More than just practical, Haglöfs aims to inspire a connection to the outdoors and embrace the beauty of nature.

As Haglöfs continues to innovate and evolve, it remains dedicated to its founding principles of quality and functionality. Whether you’re an avid adventurer or somebody who just enjoys being in the outdoors, Haglöfs is designed to support your journey into the great outdoors.

With Haglöfs you get to embrace the spirit of exploration and enjoy everything nature has to offer—after all, every adventure begins with a well-equipped backpack.

How can NORDISK PREPPER Help You Buy Premium Outdoor Brands?

Today, the second-hand market for clothing and gear has transformed, with growing awareness of consumption habits encouraging many to shop more responsibly. Purchasing second-hand outdoor equipment not only makes high-quality brands accessible at a fraction of the new price but also allows you to allocate savings towards future adventures.

Many older items, built to last, carry character and history, embodying the durability that defines these trusted brands. For outdoor enthusiasts, choosing second-hand gear represents a commitment to sustainability, remember that opting for pre-loved items benefits both your finances and the planet.

So, next time you’re gearing up for your next big outing, consider the benefits of second hand.