Sweden. Because Matchstick refers to the Haglofs brand, Matchstick is the Chinese name of the brand. It was founded by Victor Haglof in the Swedish town of Dalarna in 1914. At the beginning, it mainly produced backpacks. Now Haglofs Matchstick has grown into a Swedish brand. The largest outdoor brand, it is also the largest manufacturer and provider of outdoor products in the Nordic region, so Matchstick is a Swedish brand.