Lowa
Tecnica Group · Germany
Lowa is a German maker of hiking, trekking and mountaineering boots founded in 1923 by Lorenz Wagner in Jetzendorf, Bavaria. It has been majority owned by the Italian Tecnica Group since 1993. Lowa is one of Europe's leading premium outdoor footwear brands, with much of its production still in Europe.
| Founded | 1923 |
|---|---|
| Founder | Lorenz Wagner |
| Owner | Tecnica Group (majority since 1993) |
| Headquarters | Jetzendorf, Bavaria |
| Production | Germany and Slovakia |
| Segment | Outdoor footwear |
| Website | lowa.com |
What is Lowa?
Lowa Sportschuhe GmbH is an outdoor footwear manufacturer based in Jetzendorf in Upper Bavaria. It makes boots and shoes for mountaineering, trekking, hiking, trail running, winter and leisure use, as well as professional footwear for military, police and work users. Lowa is part of the Tecnica Group, whose brands also include Tecnica, Nordica, Blizzard, Moon Boot and Rollerblade.
History
The company was founded in 1923 by Lorenz Wagner, who took over his parents' shoemaking business in Jetzendorf. Lowa has remained in Jetzendorf ever since. In 1993 the Italian Tecnica Group acquired a majority stake; according to German Wikipedia, Tecnica indirectly holds 80 per cent, with long-standing managing director Werner Riethmann holding the remainder. Lowa produced ski boots in Italy until 2010 before concentrating on footwear for the mountains and for professional use.
Products and positioning
Lowa occupies the premium end of the outdoor footwear market. Its range includes:
- Mountaineering and alpine boots
- Trekking and hiking boots
- Light hiking, trail running and leisure shoes
- Winter footwear and children's shoes
- LOWA Professional boots for armed forces, police and work use
Lowa is among the German manufacturers supplying the Bundeswehr's new combat boots.
Business model and distribution
Mountain and trekking boots are made in Jetzendorf, while hiking boots are produced in Slovakia. The brand sells mainly through specialist outdoor retailers and sporting goods chains in Europe and North America, complemented by its own online shops. German Wikipedia reports revenue of 229 million euros in 2021.
Why it matters
Lowa is an example of a mid-sized European manufacturer that has kept a significant share of production close to its home market while competing globally. As part of Tecnica Group it also illustrates how Italian and German sports equipment businesses have consolidated to share distribution and development capacity.
Frequently asked questions
Who owns Lowa?
Lowa is majority owned by the Italian Tecnica Group, which acquired control in 1993. Tecnica Group also owns brands such as Nordica, Blizzard, Moon Boot and Rollerblade.
Where are Lowa boots made?
Lowa makes mountain and trekking boots at its home base in Jetzendorf, Germany, and hiking boots in Slovakia. The company has been based in Jetzendorf since 1923.