Lundhags is expanding to the Netherlands, Belgium and Luxembourg. The Swedish outdoor company, founded in 1932 by the shoemaker Jonas Lundhag, will be represented in these areas by Zopfi Sustainable Business Development, a new company founded by John and Rob Zopfi. John Zopfi has worked with various well-known outdoor brands for the past 15 years. In his previous role he was sales manager for northern Europe at Patagonia. The main market for Lundhags is still Sweden, while brand awareness and demand are growing steadily in Norway, Germany, Denmark, Finland and Switzerland. The main focuses for Lundhags are hybrid outdoor pants as well as outdoor shell boots, which are handmade in the company's factory in Sweden or by its manufacturing partners in Portugal.