Toni Sailer
Toni Sailer is a premium skiwear brand named after the Austrian ski champion, relaunched in 2004 as a business idea of Hans Taubenberger. It makes ski jackets, pants, overalls and layering pieces for women and men.
| Brand launch | 2004 |
|---|---|
| Founder | Hans Taubenberger |
| Namesake | Toni Sailer, triple Olympic champion 1956 |
| Store | Kitzbühel, Austria |
| Website | tonisailer.com |
What is Toni Sailer?
Toni Sailer is a premium skiwear brand that takes its name from the Austrian ski legend Toni Sailer, who won three gold medals at the 1956 Winter Olympics in Cortina d'Ampezzo at the age of 21 and was also known as an actor and singer.
History
The Toni Sailer name was reinterpreted as a fashion brand in 2004 through the business idea of Hans Taubenberger, turning the athlete's name into a premium label for skiwear.
Products and positioning
The brand describes its products as handmade from premium materials. Its collections for women and men include:
- Ski jackets, ski pants and overalls
- First layers and mid layers
- Merino products
- Accessories
Distribution
Toni Sailer sells through its own online store, with regional storefronts for much of Europe and the United States, and through its own store at Bichlstrasse 26 in Kitzbühel, Austria.
Why it matters
The brand is an example of how a sporting legend's name can anchor a premium technical apparel label in the alpine luxury market.
Frequently asked questions
What does Toni Sailer sell?
Toni Sailer sells premium skiwear for women and men, including jackets, pants, overalls, layers and accessories.
Who is behind the Toni Sailer brand?
The brand was created in 2004 as the business idea of Hans Taubenberger, using the name of the Austrian Olympic champion.