Haglöfs new flagship store brings nature inside

Reflecting the legendary Swedish outdoor brand’s ethos the newly revamped Haglofs flagship store in Stockholm is an eye-pleasing melange of organic, natural elements with modern, engineered features. Upon entering the space, shoppers get to navigate a little piece of Swedish nature – a rocky, moss-covered landscape that provides a literal the transition from city into nature. The Nature Inside, Life Outdoors retail concept, has been created in collaboration with Stockholm Design Lab and Reactor and honours Haglöfs’ Swedish roots through its use of traditional objects and materials. Tastefully decked out with carved wooden elements this inherently Swedish aesthetic, includes hand-crafted furniture from Hemavan, Sweden, as a nod to Haglofs rich heritage. Whilst the entirety of this incredible space rests under a ceiling painted in Falu Red (the earthy tone of a historic pigment sourced from the Falun copper mines) with the changing rooms dedicated to three hand-picked places in Sweden, each accompanied by their own natural soundscapes. The new store also signifies the exciting new direction that Haglöfs are going in with the brand’s Global Director of DTC and Merchandising Paulina Arnberg adding:

“We set out to create something truly unique. Not simply a store, but a new benchmark for how an outdoor brand can live and breathe in a physical space.Our Stockholm flagship embodies the next chapter of Haglöfs: progressive, immersive, and deeply connected to nature,”
Arnberg elaborates. “It offers a first glimpse into a series of ambitious investments and experiences that will continue to strengthen the Haglöfs brand in the years ahead.”

Now I’ve said this before but I’ll say it again, when are we having a Haglofs store in Manchester? In the meantime if anyone needs me I’ll be looking at flights to Arlanda.

The new Haglöfs Brand Store in Stockholm welcomes customers from June 2026, on Kungsgatan 10 – with a wide assortment of performance outdoor gear for hiking, trail running, skiing, mountaineering, and more.

haglofs.com