The Asics group reported a sales increase of 0.8 percent to ¥9,238 million (€70.6m-$87.0m) for the Haglöfs brand in 2017, which was a decline of 1.3 percent in constant currencies. As reported under the “other business” segment of the Japanese group, the Swedish outdoor brand owned by Asics suffered yet another loss of ¥253 million (€1.8m-$2.2m) for the year, although that was an improvement compared with a loss of ¥421 million (€3.2m-$4.0m) in 2016. Haglöfs has undergone a strategic restructuring plan in the last three years under the leadership of Peter Fabrin, to switch to a more consumer-driven approach and focus on key markets. He left the company at the end last year, with plaudits for the sharp improvements in profitability at Haglöfs. The leadership was taken over by Carsten Unbehaun, former managing director for Asics in Central Europe. Sport-guide.com reports that equipment was the category that performed most strongly at Haglöfs in 2017, up by 8 percent to ¥1.1 billion, and still up by 6 percent in constant currencies. Apparel sales firmed up by 1.4 percent to ¥6.9 billion, but they dipped by 0.6 percent in constant currencies. As for footwear, Haglöfs is apparently struggling to find its way in this category, despite support from its parent company. Footwear sales contracted by 4 percent to ¥1.3 billion for the year, and they were off by 6 percent in constant currencies. The French publication adds that Asics is anticipating a sales increase to ¥9.7 billion for Haglöfs this year, with an increase of 9.4 percent in reported terms and 5 percent in constant currencies. The dip in underlying sales for 2017 comes after a much larger slide the previous year, as sales shrank by 8.3 percent in constant currencies.

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