Haglöfs Appoints Andreas Lorenz as New CEO Amidst Leadership Shift
Haglöfs, the Swedish outdoor company, has announced a significant leadership change at its helm. Following a recent reorganisation of its DACH sales division, the company has mutually agreed to part ways with CEO Martin Daniels, who only assumed the role in August 2024. Effective immediately, Andreas Lorenz, formerly the Chief Commercial Officer, has been appointed as the new Chief Executive Officer.
Daniel Tseung, Chairman of the Board of Haglöfs AB and founder of LionRock Capital (which acquired Haglöfs in early 2024), acknowledged Daniels' contributions. "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," Tseung stated. However, he added, "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."
The appointment of Andreas Lorenz is seen by the company as a move to strengthen its leadership structure and maintain its growth trajectory. Lorenz brings an insider's perspective, having served as Haglöfs' Chief Commercial Officer, and is expected to seamlessly guide the company through its next phase of development.
Andreas Lorenz is a German national with a distinguished career spanning over 25 years in the consumer goods industry. His extensive experience includes several years at McKinsey & Company, as well as leadership roles at prominent brands such as Adidas and On Running. This rich background equips him with a deep understanding of market dynamics and strategic growth.
Highlighting the company's current performance, Daniel Tseung expressed strong confidence in Lorenz's leadership. "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," Tseung affirmed.
Responding to his new appointment, Andreas Lorenz shared his vision and commitment. "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," Lorenz declared, setting a confident tone for the future.
