Haglöfs is excited to announce that Martin Daniels will be joining the company as Chief Executive Officer (CEO) as of August, 2024.

Martin Daniels brings extensive experience in building products, brands, and retail concepts within the consumer sector. Over the past decade, Martin was instrumental in shaping the success of Synsam, the leading optical retailer in the Nordics, where he most recently served as Deputy CEO. Prior to his time at Synsam, Martin was a Principal at Boston Consulting Group in Stockholm and New York, where he advised companies on strategy and business development.

“I’m proud and excited to join Haglöfs, a brand that has always held a special place in my heart. Haglöfs has an impressive history, a strong legacy of creating high-quality products, and a meaningful purpose of promoting a healthy outdoor lifestyle. This gives us a strong platform to elevate the brand and expand its global reach,” said Martin Daniels.

Tom Pitts, interim co-CEO, added, “We’re thrilled to have Martin on board. His experience in driving innovation and transforming businesses will be a huge asset as we continue to build on our strengths and guide Haglöfs toward even greater success in the outdoor industry.”

Martin Daniels will officially start as CEO on August 19, 2024.