Following LionRock Capital’s acquisition of Haglöfs, the firm has stressed the importance of expanding the Haglöfs brand in China as a driver for revenue growth. In accordance with these plans, the Haglöfs Group and Viva Group will form a joint venture to help advance the Haglöfs brand into China, Hong Kong, Macau, and Taiwan. 

Viva Group is an experienced operator of international consumer brands with a strong presence in the China region, such as the Clarks footwear brand, Bosini everyday wear brand, and Testoni luxury brand. Viva Group is managed by CEO Li Ning, a former olympian gymnast and esteemed Chinese entrepreneur with extensive experience in growing brands in China, such as the renowned Li-Ning Company. 

The joint venture is expected to leverage many synergies between the organizations and will play a critical role in strengthening Haglöfs’ globalization effort.