Andreas Lorenz

Andreas Lorenz was promoted to Chief Executive Officer of Haglöfs in November 2025, having previously served as Chief Commercial Officer since August 2024. The German-born executive brings over 25 years' experience in the consumer goods industry, with a distinguished track record across premium brands and strategic consulting.

Lorenz holds an MBA in Marketing from Northwestern University and has pursued further education in digital marketing strategies through Kellogg Executive Education. His career spans global brand development, commercial strategy, and profitable growth initiatives.

Career history

• Chief Executive Officer, Haglöfs (November 2025–present)
• Chief Commercial Officer, Haglöfs (August 2024–November 2025)
• Head of Sales Central Europe, On (prior to August 2024)
• Various global and regional leadership roles at Adidas AG (over the past decade prior to joining Haglöfs)
• Senior positions at McKinsey & Company (several years)

What Andreas Lorenz could bring to his CEO role at Haglöfs: Based on his documented trajectory, Lorenz brings proven commercial leadership and strategic acumen in scaling performance-driven consumer brands. His appointment reflects confidence in his ability to lead the Swedish outdoor brand through a crucial phase of development, particularly as Haglöfs' initial expansion into China has exceeded even the most optimistic expectations. His background combining consulting expertise with global commercial leadership positions him well to navigate international growth, strengthen regional markets, and drive sustainable profitable expansion for the heritage outdoor brand.

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