In a market environment characterized by uncertainty and reluctance, Sportalm presents itself at the start of the 2026 order season with a mixture of familiar resistance and new impulses. The Kitzbüheler brand continues to focus on its characteristic combination of detailed designs, modern portability and manufacturing within the EU – values that, according to companies, are becoming more important, especially in challenging times for both trade and end scund: inside.
At the same time, the season marks a personnel change: with Anna Lena Schaeffer, a new Head of Wholesale takes over the management of sales. At the Düsseldorf order days, she spoke about how Sportalm reacts to the challenges of the industry with the interaction of continuity and strategic development.
Ms. Schaeffer, how did Sportalm began in the 2026 order season?
The first few days started well. We work with fixed dates, but we also have some spontaneous visitors: had on the inside. Despite a challenging overall situation in the industry, we experience our dealers: inside as fundamentally brave – maybe because we do not stand for basics, but for special, detailed fashion. Our customers: Inside we are looking for something special and that is exactly what we deliver. Therefore, we are satisfied with the previous course of the previous orders. All customers: find something inside. We are also good compared to the previous year.
How do you perceive the current mood in the market?
Of course, overall there is a certain uncertainty in the market due to political and economic framework conditions, but we are optimistic about the season.
They were represented with a rented showroom in Düsseldorf. How do you rate the dealers: Looking back?
Düsseldorf is a very important location for us because many international customers come together here. The decision to appear here was at short notice, but absolutely correct. The location is easily accessible for many dealers: this can be easily bundled by appointments.
And what feedback have you received for the collection for spring/summer 2026?
The response is very positive. Above all, they are the typical sports tales that work well, i.e. products with a special incentive, extraordinary details and lots of love for design.
Many models are still wearable, which is very important for our customers. The cuts are modern, but not overwhelming. At Sportalm we have our own tailoring at the Kitzbühel location, where our designers can work directly with the tailors: inside on prototypes. This makes our collection special and lifts us off from the market. The dealers also feel this proximity to the product: inside.
What do you currently observe in the consumption needs of your target group?
In times like this you have to offer something that the customer does not yet have in the closet so that you can inspire her. And while more savings are being saved on the one hand, on the other hand there is a turn to the high quality fashion and we score with our own production within the EU.
How do your different product areas are currently developing?
Many of our pillars are seasonal shops that perform differently depending on the weather and market. Ski clothing depends heavily on winter, the costume is very limited in region – Dirndl is not sold in Norway. Golf is currently booming and we deliberately serve this area of high quality. We also had trends like yoga strong for a while.
And how do you manage to consistently keep the brand identity consistently despite these seasonal differences?
It is crucial that we adapt flexibly, but our branded DNA always preserves. Our collections are based on the actual lifestyles of our customers: inside. Many of the team are active themselves, which flows into the collections.
What are the goals of Sportalm for the coming year?
Strategically, we want to win new customers with the second line “Ulli honestly”: inside. The aim is to position “Ulli honestly” even more as an independent brand and to establish your own areas for it.
Can you explain the difference between the “Ulli Ehrlich” line and the main collection?
Ulli Ehrlich is structured differently, not a coordinate collection but exciting individual parts that come together to form an individual outfit and the wearer can leave the wearer more scope for interpretations. In addition, our heritage of sport comes into its own here, which makes the collection overall younger.
Which markets currently play the biggest role for Sportalm, both within Europe and internationally?
Germany and Austria remain our core markets. China is still a very exciting field. We have been working with a distributor here since 2023 who knows the market very well. What is new is that we are now starting with a representative in the USA. We were already active there, but this step intensifies our market presence. The USA – especially in areas such as skis and golf – are a promising market for us.
Finally, what is she currently concerned with with a view to the overall economy?
Of course there are challenges, economic uncertainties, succession problems in trade, personnel bottlenecks and business tasks. But that’s not new. Many topics have been with the industry for years.
You have to adapt, stay flexible and closely work with your partners: work inside. A good partnership is crucial. You talk to each other, seek solutions and help each other, but everything in a balanced relationship. It’s always about giving and taking.