Martin Daniels

Martin Daniels stepped down as Chief Executive Officer of Haglöfs in November 2025, concluding a tenure that began in August 2024. During his leadership, Daniels focused on positioning the Swedish outdoor equipment manufacturer for growth and transformation within the broader consumer sector.

Daniels brings extensive experience in building products, brands, and retail concepts within the consumer sector. Over the past decade he has been a key player at Synsam, the leading optical retailer in Scandinavia, where he served as deputy CEO. At Synsam, the transformation was a major success, taking Synsam Group from a negative trend to becoming a world leading optical retailer on customer-driven innovation and financial metrics. Prior to that he was a senior consultant at Boston Consulting Group in both Stockholm and New York, advising companies on strategy and business development.

Education

Daniels graduated from Stockholm School of Economics with a Master of Science degree between 2002 and 2006. He also holds a Master of Science from Kungliga Tekniska högskolan (Royal Institute of Technology).

Career History

• Chief Executive Officer, Haglöfs (August 2024 – November 2025)
• Chief Innovation Officer and Deputy CEO, Synsam Group (2014–2024)
• Principal, Boston Consulting Group, Stockholm and New York (2007–2014)

What Martin Daniels could bring to a CEO role at a consumer-focused brand: With proven experience transforming optical retail through innovation and brand-building at Synsam, combined with strategy consulting expertise from BCG, Daniels brings a demonstrated track record in driving organizational transformation and consumer engagement. His success in positioning Synsam as a market leader through customer-driven innovation and sustainable business practices suggests capability to elevate heritage brands like Haglöfs through product innovation, retail strategy, and market expansion—particularly in scaling global operations and managing transformation during private equity ownership.