The German outdoor shoe manufacturer Lowa achieved the best result in its company history in the 2025 financial year – despite a difficult market environment. A total of around 3.1 million pairs of shoes were sold, an increase of five percent. Sales grew by 3.5 percent to 242.1 million euros. In particular, the strong demand for sporty low and mid-cut models as well as trail running shoes contributed to the company’s good business development.
“The fact that we were able to achieve the best result in our company’s history in this market environment is anything but self-evident,” said Alexander Nicolai, General Manager Operations at Lowa. “It shows that our portfolio, our production strategy and the close cooperation with specialist retailers work sustainably.” He also cites the strategic realignment, which was initiated about two years ago, as the driver of growth. Lowa invested more in brand awareness, sharpened its positioning and targeted younger target groups, Nicolai continued. At the same time, international activities were expanded, which were also reinforced in terms of personnel with the expansion of the management team by Marco Pirani in the newly created position of General Manager Commercial in March 2026. Pirani is responsible for Lowa’s entire commercial area, including sales, marketing, all markets and the international subsidiaries in Austria, Switzerland and the USA.
The company, part of Italy’s Tecnica Group, also highlighted the continued importance of retail. “Our retail partners are a central part of our success,” said Pirani. “The close collaboration enables us to identify customers’ needs at an early stage and to grow sustainably together.”
Lowa expects stable development for 2026 and sees further growth potential in international markets.