Swedish outdoor brand Haglöfs has unveiled the hoarding for its first global flagship store on its official Xiaohongshu account. Located in Shanghai’s Huaihai Road commercial district, the store’s opening date has yet to be announced.

Founded in 1914 to make backpacks for local loggers, Haglöfs has grown into Sweden’s largest outdoor brand, offering apparel, footwear, bags, and accessories. The company has changed ownership several times since 2001 and was acquired by Lionrock Capital Aspire (HK) Limited in 2023. In June 2024, Hong Kong-listed Viva Goods Co Ltd announced that its wholly owned subsidiary, Affluent Team Global Retail Limited, would form a 50-50 joint venture with Lionrock Capital. The new entity holds the rights to operate Haglöfs in Greater China and use its intellectual property.

This year, Haglöfs has stepped up its presence in China. In addition to the Shanghai flagship, hoardings for new stores have also appeared at Beijing’s China World Mall and Tianjin’s MixC, signaling a broader regional rollout.