Haglöfs is pleased to announce the appointment of Andreas Oliver Lorenz as the new Chief Commercial Officer (CCO), effective as of August 2024.

Andreas brings extensive expertise from the consumer sector, having spent the majority of his career working for leading companies in this space. Over the past decade, he has held various global and regional leadership roles at Adidas AG and On AG, gaining substantial experience in working with strategic partners and driving profitable growth. In his new role at Haglöfs, Andreas will join the senior management team and report directly to interim co-CEOs Daniel Tseung and Tom Pitts.

“I am particularly excited about Haglöfs’ commitment to performance and sustainability, and I am thrilled to join a team that identifies as Outsiders by Nature. I look forward to collaborating with my talented colleagues to create engaging consumer journeys and to build a strong network of partners. Together, we will expand our presence and strengthen our position in both existing and new markets,” said Andreas.

Daniel Tseung, interim co-CEO, stated, “Andreas’s deep industry knowledge and strategic mindset make him a significant asset to our team. His leadership will be instrumental as we strive to grow our market presence and achieve our commercial objectives.”

Andreas Oliver Lorenz will start his role as Chief Commercial Officer on August 20, 2024.