Haglöfs director says Asics deal will aid global expansion
22/07/2010
Speaking to footwearbiz.com at the Outdoor exhibition in Friedrichshafen on July 17, Haglöfs marketing and sales director, Nicolas Warchalowski, said the Swedish company will continue with its focus on the outdoor sector and that there is no intention of attempting to merge the distinctive cultures of the two brands.
“They are running, we are premium outdoor,” Mr Warchalowski said. “This deal is an opportunity for the Asics Group to have a presence in outdoor, but it is we who will continue to pursue outdoor opportunities. There has never been the intention to merge. And the deal makes sense because it’s outdoor and running that are the only two sectors [in the sports clothing and footwear industry] that are growing.”
One effect that the acquisition will have on Haglöfs is that it should speed up the Swedish company’s programme of becoming more global. Although its footwear, jackets, shirts, T-shirts and backpacks have been available outside Sweden for decades—and have been distributed in Asics’ home market, Japan, for 18 years—Mr Warchalowski says it is now three-and-a-half years since the company entered a new market. He said he shared the view that the pace of international expansion needed to pick up. He also anticipated gaining some benefit from synergies that may arise in sourcing, technology and other aspects of business that the two brands share.
“Asics have said that they will let us take what we want from their toolbox but that they will not force anything on us,” he continued. “They approached us with a lot of respect and have listened to us very carefully. Asics has never made an acquisition like this before and the announcement has created a lot of talk at the Outdoor fair. Our customers have been congratulating us. They think this will be beneficial for our brand, and we think so too.”
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