Haglöfs is launching an online store in Sweden and preparing to open others across the Nordic markets and Europe. The company described the Swedish online store as part of a wider digital initiative for the company, with Europe to be covered shortly and online stores to be opened in all other markets covered by the brand in the longer term. Peter Fabrin, the company's chief executive, said the online store was a tool to further strengthen the brand and a natural part of its multi-channel strategy, as sport and leisure is one of the fast-growing areas of online retailing in Sweden. Haglöfs' Swedish online store offers a wide range of products and strong customer service.