Haglöfs

Meet Jenny Bufacchi, Retail Marketing & Visual Merchandise Manager at Haglöfs

Hi Jenny, tell us a little about Haglöfs.

– Haglöfs was founded as early as 1914 by Wiktor Haglöf and we manufacture outdoor clothing, shoes and backpacks. Today we are based in Bromma, Stockholm and are operating in 21 markets including e-commerce in 12 countries and 12 Haglöfs stores. Our motto is “Outsiders by Nature”. This means that we draw outside the lines, think outside the box and live outside our comfort zones. We encourage an exploratory side, both physically and mentally, by embracing nature. This is because we believe that everyone can experience nature and we do everything we can to ensure that it is treated with care so that future generations also have the opportunity to explore our nature.

Despite the fact that today we are not as "hands on" as before, we still feel that we are closer to the process, more well-informed and definitely more efficient.

What are the challenges in your industry?

– The challenge is that we want to keep the use of consumables and packaging materials as low as possible, while we want to maintain a high level of service to the customers who have chosen to invest in Haglöfs products. Since sustainability is important to us at all levels, the products we need to use secondarily to sell our goods must also correspond to our requirements for low environmental impact. Knowledge is required here, both regarding material selection and manufacturing.

How do you use Instore Agency?

– Since the challenges are great and the development is constantly moving forward, we need a partner who thinks the same way as us when it comes to sustainability; not just a supplier. A good partner who has our secondary products as their focus can give us the right information and help us in the decision-making process. Instore Agency is good regarding this subject and in addition to their products, they also have an established logistics, warehouse management and ordering process that makes everything run very smoothly.

What difference has Instore Agency made for you?

– They have relieved us enormously as we previously had our own warehouse and handled purchasing and distribution ourselves, which was really resource-intensive. In addition, we lacked the knowledge needed today to make the right decisions in these processes, which are constantly evolving. Despite the fact that today we are not as "hands on" as before, we still feel that we are closer to the process, more well-informed and definitely more efficient.

Despite the fact that today we are not as "hands on" as before, we still feel that we are closer to the process, more well-informed and definitely more efficient.