DTC Merchandise Specialist

Job Description

We are looking for a highly analytical, structured, and commercially driven DTC Merchandise Specialist to take full ownership of the Direct-to-Consumer (DTC) assortment. In this role, you will be responsible for ensuring that our premium outdoor products are curated, presented, and sold in a way that reflects our brand values while maximizing profitable growth.

This position requires a strong understanding of the outdoor industry, consumer behavior, and retail dynamics. You will work closely with our Product, Wholesale, Marketing, Retail, and E-commerce teams to deliver the right products, in the right place, at the right time — creating an inspiring brand experience that resonates with our consumers and strengthens our position as a leading premium outdoor brand.

Job Purpose

The DTC Merchandise Specialist is responsible for planning and executing the product assortment and commercial calendar across retail stores, outlets, and e-commerce. The role manages forecasting, allocation, pricing, markdowns, and stock optimization to secure profitable sales. By coordinating closely with Product, Marketing, Wholesale, and channel teams, the role ensures effective commercial planning and product availability in all DTC channels. The role reports belongs to the Haglöfs Merchandise function and reports into the Merchandise Manager.

Key Responsibilities

Assortment & Commercial Strategy

• Own the DTC assortment strategy and ensure a premium, consumer-relevant product offer across all channels (retail stores, outlets, and e-commerce).
• Influence assortment development together with the Product and Wholesale teams, using historical data, retail insights, and market trends.
• Ensure customer-centric assortment planning by leveraging consumer insights, preferences, and loyalty data.
• Develop and manage the commercial calendar, setting seasonal and tactical sales campaigns, and aligning with Marketing to optimize timing, assortment focus, and brand campaigns.
• Provide upward feedback to Marketing during the planning phase on themes, categories, and down to outfits, colors, and items, as well as timing (GTM).
• Support in shaping product entry and introduction strategies for different categories together with Wholesale.

Pricing, Stock & Buying Management

• Drive Pricing & Markdown strategy: set and adjust prices, promotions, and markdowns to balance profitability with premium brand positioning and in alignment with wholesale.
• Manage Open-to-Buy and stock levels to ensure balanced investments and optimal inventory health.
• Forecast and allocate inventory to DTC channels, ensuring the right products are in the right stores at the right time.
• Optimize stock flows between brand stores, outlets, e-commerce, and wholesale warehouse to maximize profitable sales and minimize overstock.

Sales & Performance Management

• Monitor sales and profitability across all DTC channels and take in-season actions to optimize performance.
• Conduct category and product performance reviews (e.g., footwear, apparel, hardware) to refine assortment and product mix.
• Conduct competitor and market analysis to ensure the DTC offer remains relevant, competitive, and aligned with our premium positioning.

Channel & Execution Excellence

• Partner with E-commerce to optimize online merchandising, product presentation, and navigation to maximize conversion.
• Collaborate with Retail and Visual Merchandising to ensure in-store product presentation reflects premium brand standards and drives sales.
• Manage the full product lifecycle: from launch to end-of-life, ensuring newness, core products, and campaign items are prioritized appropriately.
• Guarantee product availability, content readiness, and seamless execution across all DTC touchpoints in collaboration with channel owners.
• Drive omnichannel alignment, ensuring campaigns, products, and messaging deliver a consistent premium brand experience.
• Assess and suggest systems and solutions to support processes for improvement accuracy, speed and scalability with necessary stakeholders

Insights & Reporting

• Deliver regular reporting on sales, inventory, and campaign performance.
• Share actionable insights with leadership and cross-functional teams to influence future planning, assortment, and go-to-market strategies.