An outdoor equipment manufacturer founded in Sweden 98 years ago. When the brand’s founder, Mr. HAGL?FS, hand-stitched a batch of backpacks and peddled them around by bicycle, he might never have imagined that a century later, outdoor gear bearing his surname would be sold worldwide and even earn the nickname “matchstick” in the world’s most populous country.
As a globally leading comprehensive high-end technical outdoor brand, Sweden-based HAGL?FS has been highly regarded by Chinese outdoor gear enthusiasts for many years. Moreover, thanks to HAGL?FS’s distinctive “H” logo, its nickname “matchstick” has become one of the most popular brand monikers in China’s outdoor community. In early 2012, HAGL?FS officially entered the Chinese market. It’s easy to predict that the “spark” ignited by the “matchstick” will eventually grow into a “prairie fire,” establishing itself as the preeminent leading outdoor brand deeply rooted in the Chinese market.
For a considerable period after its establishment, HAGL?FS produced only equipment products, primarily backpacks, and only began developing apparel and footwear lines after achieving a leading position in that market segment. Moreover, HAGL?FS has always adhered to a steady pace of development. After achieving tremendous success in the Swedish market, it gradually expanded sales to other Nordic countries and quickly secured a leading market position across the entire Nordic region within just a few years. The Nordic region is home to over 200 local outdoor brands and numerous international ones, making competition extremely fierce. Yet, HAGL?FS ultimately emerged victorious as the largest outdoor equipment supplier in the Nordic area.
For the world’s largest outdoor market, the United States, HAGL?FS is also conducting meticulous preliminary research in keeping with its consistent approach. Once HAGL?FS establishes its leading position in the Asian market, it will promptly move into the U.S. market, thereby ultimately realizing its vision of becoming the world’s foremost and most innovative global outdoor sports brand in the functional outdoor market segment.