Haglöfs will open a new sales subsidiary this spring for the Benelux markets. It will be the third new subsidiary set up by the Swedish company in just one year, following its takeover by Asics, in line with an export and distribution strategy that calls for improved proximity, service and support for its customers. The Netherlands, Belgium and Luxembourg have been handled until now through sales agents. The establishment of a subsidiary should help strengthen the Swedish outdoor brand's presence and service levels. The new operation will be run by Nico Kruis, 44, who has been Haglöfs' representative in the Benelux countries for many years as an employee of the brand's previous agent in the region, Snowgoose.

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