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Swedish brand Haglöfs establishes subsidiary in Japan
Feb '12
After 18 years on the market, Haglöfs has established its own subsidiary in Japan. The move reflects Haglöfs' global strategy and commitment to the Asian markets.

With a subsidiary in South Korea already up and running, Haglöfs is now taking the next step in its global expansion by setting up a subsidiary in Japan – Asia's leading outdoor market. Until now, the market has been served by Haglöfs' distributor, Fullmarks Inc., which has represented the brand since 1994.

“Establishing our own companies in our markets is an increasingly important part of our expansion strategy,” says Haglöfs CEO Nicolas Warchalowski. “Fullmarks has done a fantastic job of positioning the Haglöfs brand in the Japanese market for almost 20 years. Now it's time for us to take over the baton.”

Magnus Nervé has been recruited as country manager and MD of the Japanese subsidiary. Magnus is 39 years old and has lived in Japan for the last 14 years. He holds a Master of Science degree from Linköping University and an MBA from the University of Miami. Magnus helped to start up IKEA in the country, and has also held several different positions at Ericsson, Reebok and The Body Shop.

His greatest passion is rock climbing, and he has also conquered some of the world's highest mountains.

“There is a very strong interest in Haglöfs in Japan,” Magnus Nervé says. “The outdoor-goods market is relatively mature. Functional design and quality are in high demand, and distribution is mainly through specialist stores. We see clear potential for growth in all our business areas.”

Haglöfs is one of the world's leading outdoor suppliers and offers a responsible brand that meets modern day demands for products with a high level of functionality, good design and value for money to people who invest in an active outdoor lifestyle.


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