Mediaflow gave Hestra a firm grip on their images
Images are very important to us, as they are a fantastic way of showing our products in their right environment.
In the small village of Hestra in Småland, surrounded by rolling forests and hills, craftsmanship has always been part of everyday life. It was here that Martin Magnusson started making gloves for local lumberjacks back in 1936. Since then, generation after generation has carried the legacy forward, and the company has grown into a global brand with more than 400 models in its range and customers across the world. Olympic ski champions, outdoor enthusiasts and professionals alike all rely on Hestra – not only to keep their hands warm, but to give them the freedom to do what they love.
To communicate such a strong brand, images are essential. Hestra produces thousands of them every year – from detailed product photography to atmospheric outdoor shoots in ski slopes and forests. Keeping track of all this material, and making it easy to share with customers and retailers around the world, has become a crucial part of their daily work.
The challenge
How do you manage thousands of images?
Before Mediaflow, image handling was both time-consuming and frustrating. Material was stored in folders labelled by date or location, and in earlier years CDs were sent out to retailers after every sales meeting.
– “The biggest challenge for us was to share our material in the form of images and files with our customers in a simple way. That’s what Mediaflow has really helped us with now,” says Kent Malm.
Art Director Emilia Svärm also recalls the difficulties:
– “We used to store all our images in Dropbox. You had to keep everything in your head to find the right picture, which made it very difficult for new employees.”
We’ve simplified things for our customers. They don’t need to see all the material – the most important thing is that they can easily find the right images
The solution
Three portals for different audiences
Today Hestra has three separate portals in Mediaflow: one for sport and dress gloves, one for professional work gloves, and one internal portal for sensitive or yet-to-be-released material. This way they can control what content is published and who has access to it. Some assets are best kept in-house, while others should be immediately available to retailers worldwide.
Favourite features that save time
With thousands of images to handle every year, simplicity and structure are essential. Both Kent and Emilia highlight the benefits of web links and tagging.
– “It’s very easy to send a few selected images without giving access to the whole platform. Tagging makes it easy to find what you’re looking for, even if you don’t know exactly what it is,” says Kent.
The company website is integrated with Mediaflow, and for Emilia, the InDesign plugin is a major time-saver:
– “I can open old files without having to relink hundreds of images manually. It saves an incredible amount of time.”
The result
More time for creative work
With Mediaflow as part of their workflow, Hestra has freed up valuable time and reduced the number of support questions around image material. Customers and retailers can now easily find what they need themselves, while the internal team can focus more on creative work.
– “It feels fantastic to have a tool that frees up so much time for us, allowing us to do what we do best – producing the material,” says Kent.
About Hestra Gloves
- Founded: 1936 by Martin Magnusson in Hestra, Småland
- Ownership: Family-owned, now in the third and fourth generation
- Production: Own manufacturing in several countries with warehousing, design and quality control in Sweden
- Range: Over 400 different product models for sport, outdoor, professional use and fashion
- Volume: Around 2.5 million pairs of gloves produced annually
- Key strengths: High quality, durability, balance between warmth, protection and dexterity
- News: Awarded SvD’s Business Achievement of the Year in 2025 for successful global expansion and preserved craftsmanship
Share your content – easily, professionally and on brand
A Media Portal is your own media bank. Share images, documents and templates in one single place – easily accessible for clients, press, partners or colleagues across your organisation. It’s a sleek, brand-aligned way to share the right content, in the right format, always available and always up to date.
See Mediaflow in action
Would you like to experience how Mediaflow can simplify your work with media and brand management? In a personalised demo, we’ll show you how everything connects – tailored directly to your organisation.
In the demo, you’ll see how you can:
- Create structure and simplicity in your media flow
- Ensure brand consistency across all materials
- Save time through smart workflows and collaboration
- Share media and content securely, both internally and externally