Haglöfs appoints a new CEO

Following the recent reorganisation of its DACH sales, Haglöfs is once again making a change at the top: the Swedish outdoor company and Martin Daniels, who only joined as CEO in August 2024, have, according to a press release, mutually agreed to part company. Andreas Lorenz, previously chief commercial officer, has been appointed as the new chief executive officer.

The company said the appointment of Andreas Lorenz strengthens its leadership structure and will enable it to continue on its growth trajectory.

Daniel Tseung, chairman of the board of Haglöfs AB and founder of the private equity fund LionRock Capital, which has owned the outdoor outfitter since early 2024, says: “Martin and I share a deep respect for the Haglöfs brand and its heritage. Through his carefully considered initiatives, which we will continue to pursue, he has played a decisive role in putting the company on a sustainable footing.”

“At the same time, we realised that we have different views on how the creative and commercial sides of the business should evolve. After intensive discussions with him and the board, we jointly agreed to go our separate ways,” Tseung continued.

Andreas Lorenz succeeds him with immediate effect. The German national spent several years at McKinsey & Company, has held leadership roles at Adidas and On Running, and brings more than 25 years’ experience in the consumer goods industry.

“Our business is currently gathering remarkable momentum – in particular, our initial expansion into China has exceeded even the most optimistic expectations. With Andreas, we have an exceptional manager at the helm, exactly the right person for this crucial phase of our development. We are thrilled and proud to have found the ideal successor from within our own ranks,” added Tseung.

“I take on the role of CEO with humility, and with great commitment and conviction. Our course is clear and our goals unchanged. I am proud to lead this company and to shape the next stage of our journey together with the entire Haglöfs team,” said Lorenz of his new role.