Mountains, not the outdoors: that's the choice Oberalp has made since its inception. It's a focus that Christoph Engl, CEO of the group since 2018, still strongly emphasizes today. "We're not about the outdoors. We're about mountains, and we represent the lifestyle of those who live them. Our brands are made for the mountains, for use in the mountains," he insists. "Today, for us, outdoor remains a red line that we do not want to cross," he says, explaining how the group has decided to focus on a well-defined territory, often confused—especially in fashion contexts—with the broader and more generic world of outdoor. However, this approach does not prevent the group from maintaining an open mindset: "We are obviously not averse to aesthetics," nor to exploring new commercial opportunities, as evidenced by the partnership with Under Armour (established in 2017 and in full swing with a major retail plan).
Consistency based on passion
Consistency remains paramount, both in terms of our core business and our "hardcore" customer base: "We have definitely chosen, out of passion and history, to stay focused solely on this theme, even if it limits us in the market, because the outdoor market is much larger than the mountain market. It's not just about the product, but about the idea and values of the brand that the product represents. Our customers aren't just buying a jacket, they're buying an idea of the mountains, an idea of style and community."
A strong and diversified brand portfolio
Oberalp's vision is reflected in its portfolio, which brings together historic brands such as Salewa, which recently celebrated its 90th anniversary, and Dynafit, alongside more niche brands such as ski skin specialist Pomoca and climbing shoe brand Evolv. " Dynafit is our performance brand, for those who want to be athletes, and it has exceeded $100 million after Covid. But it's not just high-visibility brands that define our offering. Pomoca, with its production of ski skins, has a capacity that covers more than 70% of global demand," continues Engl, highlighting the excellence behind every Oberalp label. At the group level, the 2025 balance sheet is expected to close at around €300 million, "buoyed by record growth in the retail channel, increased online sales, and improved margins."
Oberalp's strength also lies in its ability to manage and develop several brands under one roof, while maintaining a clear identity for each one. "Our brands are like a big family, but each one is different," says the CEO, emphasizing how, despite coming from the same parent company, each brand reflects unique values and ideals.
International expansion and local specificities
Thanks to its technical brands, Oberalp has also grown outside Europe, achieving significant results in the United States and Poland. However, as the CEO explains, "Our main market remains the Alps, even though we are seeing growth in markets such as the United States, where turnover has reached $30 million and where we still see great potential. We are also seeing good performance in Poland, the Czech Republic, Slovakia, and other Central European markets, and we are maintaining a high level of attention on Japan, where—with the Dynafit and ski touring segment alone—this emerging market accounts for approximately 1.5 million of the global 300 million."
Italy remains an important market with no fewer than 95 points of sale, while on the other side of the globe, China presents particular challenges, with a very different mountain culture that requires a special approach. "In China, you need a license and a guide to practice mountain sports. That's why we have chosen a licensing model with our local partners," explains Engl, describing the ad hoc strategy adopted for this country.
Under Armour's successful gamble
A few years ago, Oberalp seized an important opportunity when Under Armour joined its portfolio, integrating the brand into the Italian market, which has now exceeded €56 million thanks to the wholesale channel, which has more than 1,000 distributors and 21 single-brand stores. " Even though the brand is a long way from the mountains, the distribution system we have implemented works very well. If Under Armour were just a fashion brand, we wouldn't have taken it on. But as it is a sportswear brand, we have integrated it into our portfolio," says the CEO, emphasizing that Oberalp does not just distribute the brand, but adapts it to specific local requirements. "We have built Under Armour as an Italian brand, selecting the right products for the market," adds Engl. This approach has paid off and recently opened the doors to the Swiss market for the distribution of the brand. In 2024, the group launched three major projects: the relocation and renovation of the Orio al Serio brand house within the Oriocenter, the opening of a new store in Brenner, inside the Brenner Outlet Center, and the renovation of the Franciacorta factory house.
Goal for 2026: consolidate growth
Looking ahead, Oberalp continues to focus on a growth plan that, while addressing global economic challenges, aims to consolidate its position and further expand its presence. "For 2026, our goal is to continue to grow, despite the economic difficulties. The market has not yet 'cleaned up' the excess supply of products and discounts. We know that this is a very difficult period, but as a group, we aim to consolidate our position."