This November, Haglöfs puts down new roots in Austria with the opening of its Innsbruck Brand Store.
It’s a move that’s about more than expanding Haglöfs’ retail presence. The Swedish outdoor performance brand has always been drawn to places where nature isn’t a far-off destination, but an important part of life. Nestled between Alpine peaks and home to a nature-loving community, Innsbruck fits this description perfectly. Haglöfs, driven by its Outsiders by Nature philosophy, had previously befriended the local outdoor scene on its annual film festival tour through Europe. This window into the local exploration mentality left a lasting impression, and not long after its first visit, the 112-year-old brand felt a strong pull to move in for good.
“Why we’re drawn to Innsbruck starts with its location in the heart of the Austrian Alps,” Andreas Lorenz, CEO at Haglöfs, explains. “In Sweden, nature is never far away. Standing in downtown Innsbruck and seeing mountains in all directions makes us feel right at home. It’s a place where outdoor life is part of the local identity.”
To match Innsbruck’s deep connection to the surrounding peaks and forest, Haglöfs chose to roll out its Nature Inside, Life Outdoors concept for only the third time across its global retail landscape. As its name suggests, the interior design system of its newest store aims to evoke feelings normally felt in nature. Not to rival its stunning beauty, but to inspire the local community to explore beyond their usual terrain. The concept comes to life through natural furniture and organic elements. At the same time, Haglöfs progressive DNA shines through.
Visitors will notice carved wood benches beside stainless steel shapes and LED screens. The gear on the walls follows the same logic: technical pieces for playful endeavors in the wild. Step outside and the city repeats this pattern once more, with the busy city center giving way to breathtaking views of the Nordkette. Here, the similarities of Innsbruck and Haglöfs are on full display.
“At Haglöfs, we see nature as the greatest playground ever made. The community in Innsbruck clearly feels the same. Moving in nature seems to shape the local lifestyle more than anything else. Plus, the city knows no season of stillness, since there’s always a way to enjoy nature: dreamy powder days in winter, sunrise hikes in spring, summery trail runs to prepare for the next winter,” Lorenz explains. “The people who live here use outdoor clothing and equipment not only for occasional adventures, but as their everyday kit. When designing our gear, these are the kind of people we tailor our pieces to. Just like them, we don’t see freezing winds and pouring rain as nature’s attempts to keep us inside. Instead, we’ve learned to embrace and grow with the challenges along the way.”
Like in any new relationship, Haglöfs isn’t just looking to feed off Innsbruck’s energy but to give something in return, too. At home, the brand lives and breathes an inherently Swedish approach to outdoor exploration. One that values the journey over the destination, seeing nature’s challenges as part of the game.
“With our new Innsbruck store, we hope to bring a part of our Swedish mentality to the Alps. Looking up at the peak from the tree line is just as worthy of an adventure to us as watching the city from high above. It’s all about exploring what you can find on the way – and discovering who you can become once you step outside.”
Haglöfs invites locals and visitors alike to experience this approach when the Haglöfs Brand Store Innsbruck opens on November 4, 2026, at Maria-Theresien-Straße 31 – offering performance outdoor gear for skiing, hiking, mountaineering, trail running, and more.
