The mountains, not the outdoors: that’s the choice Oberalp has made since its inception. It’s a focus that Christoph Engl, the group’s CEO since 2018, continues to emphasize strongly today. “We’re not in the outdoor business. We are the mountains, and we represent the lifestyle of those who live in them. Our brands are made for the mountains, for use in the mountains,” he insists. “Today, for us, ‘outdoor’ remains a line we refuse to cross,” he states, explaining how the group decided to focus on a well-defined territory, one that is often confused—especially in fashion contexts—with the broader, generic world of the outdoors. This approach, however, does not lack an open-minded attitude: “We certainly don’t shy away from having a bit of an aesthetic,” nor from exploring new commercial opportunities, as evidenced by the partnership with Under Armour (launched in 2017 and in full swing with a major retail plan).
Consistency Rooted in Passion
Consistency remains paramount, both in terms of our core business and our “core” customer base: “We have certainly 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 broader than the mountain market. It’s not just about the product, but about the idea and the brand values 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 a sense of community.”
A Strong and Diverse Brand Portfolio
Oberalp’s vision is reflected in its portfolio, which brings together historic brands like Salewa—which recently celebrated its 90th anniversary—and Dynafit, as well as more “niche” brands such as the climbing skin specialist Pomoca and the climbing shoe brand Evolv. “Dynafit is our performance brand, for those who want to be athletes, and it surpassed 100 million after the pandemic. But it’s not just the high-profile brands that define our offering. Pomoca, with its production of ski skins, has a capacity that covers more than 70% of global demand,” Engl continues, highlighting the excellence behind every Oberalp label. At the group level, the 2025 financial results are expected to close at around 300 million euros, “driven 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 multiple brands under one roof, while maintaining a clear identity for each. “Our brands are like one big family, but each one is different,” says the CEO, emphasizing how, although they all come from the same parent company, each brand reflects unique values and ideals.
International Expansion and Local Specifics
Building on the strength of its technical brands, Oberalp has also grown beyond European borders, achieving significant results in the United States and Poland. But, as the CEO explains, “Our main market remains the Alps, even though we’re seeing growth in markets like the United States, where revenue has reached 30 million and where we still see great potential. We’re also seeing strong performance in Poland, in the Czech Republic, Slovakia, and other Central European markets, and we’re keeping a close eye on Japan, where—just in the Dynafit segment and ski touring alone—this emerging market accounts for about 1.5 million out of the global total of 300 million.”
Italy remains, however, an important market with no fewer than 95 retail locations, while on the other side of the globe, a market presenting particular challenges is China, where mountain culture is very different and requires a special approach. “In China, to practice mountain sports, you need a license and a guide. That’s why we’ve opted for a licensing model with our local partners,” explains Engl, describing the tailored strategy adopted for that country.
Under Armour’s Successful Move
A few years ago, Oberalp seized a major opportunity with the addition of Under Armour to its portfolio, introducing the brand to the Italian market, which has so far surpassed the 56 million euro mark thanks to the wholesale channel, which includes over a thousand distributors and 21 single-brand stores. “Even though the brand is far removed from the mountains, the distribution system we’ve implemented works very well. If Under Armour were just a fashion brand, we wouldn’t have taken it on. But since it’s a sportswear brand, we’ve integrated it into our portfolio,” says the CEO, emphasizing that Oberalp doesn’t just distribute the brand but adapts it to specific local requirements. “We’ve built Under Armour as an Italian brand by 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 brand’s distribution. In 2024, the group launched three major projects: the relocation and renovation of the “brand house” in Orio al Serio within the Oriocenter, the opening of a new store in Brenner, inside the Brenner Outlet Center, and the renovation of the “factory house” in Franciacorta.
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 growing, despite economic difficulties. The market has not yet ‘cleared out’ the excess inventory and discounts. We know this is a very difficult period, but as a group, we aim to consolidate our position.”