Swedish outdoor brand Haglöfs appoint MCS

TECHNICAL Swedish outdoor brand Haglöfs, has appointed the leading outdoor agency, MCS, to provide PR support and promote its range of premium performance protective outerwear, footwear, backpacks, sleeping bags and snowsports clothing.

Following a recent re-structure within the UK team, MCS takes on immediate responsibility for the brand and will act as the central point of contact for all UK media.

Neil Bradley,UK Country Manager for Haglöfs, said: “We were keen to find the right partner that will help us to position the brand in the UK market, reassure existing retail customer and end users, reach new consumers and help launch an exciting new communications platform into the UK.

“MCS will work closely with the team in Sweden and here in the UK to help us achieve these goals and is the perfect agency partner due to their knowledge, experience and track record.

“We look forward to working with the team at MCS.”

Haglöfs unveiled its new Spring / Summer 2017 collection to the European outdoor trade at OutDoor in Friedrichshafen last month and MCS will be challenged with building visibility for the product ranges and promoting new marketing initiatives and dealer support programmes to the specialist and wider media.


Alasdair Scobbie, MCS MD, said: “Haglöfs is a highly respected brand in the UK outdoor market and we look forward to supporting Neil, his sales team and his customers to reach new consumers.

“The latest collection has some real technical innovations and we aim to communicate these to wider audiences in the specialist and active lifestyle markets.”

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