ONE HUNDRED YEARS LOWA

Dear LOWA partners,

At the moment, it is not easy to find the right words. We find ourselves in volatile times with highs and lows.

The good news is: LOWA is celebrating its centenary and we are making preparations for this joyous occasion.

But the current situation is a serious cause for concern. After two years of pandemic, people long for life to return to normal. Yet the conflict in the Ukraine, right on our doorstep in Europe, is extremely worrying.

At LOWA we feel the repercussions on a daily basis: price hikes in material, transport and energy, to name but a few.

Nevertheless, demand for LOWA boots remains strong, which is a great challenge for our production sites. No matter how hard we try, we cannot meet everyone’s needs. One reason for this is that we were not always operating at full capacity because of the pandemic.

We live in unstable and unpredictable times and we face situations we have no control over. But what we can do at this time is concentrate on the task at hand. We want customers and consumers to be delighted with our service and brand, and to offer them the best possible outdoor experience with our products. I am convinced that if we achieve this, we will maintain our relevance and success in future.

Of course, in times like these, it is not that easy to think about our company’s anniversary celebrations. Yet despite this difficult situation, I would like to invite you to join me on a trip down memory lane: 100 years of LOWA.

LOWA was founded by Lorenz Wagner in 1923. From humble beginnings in a small workshop at his parents’ home in Jetzendorf, the “Ilmtal factory” developed into an international brand marketed in 80 countries. By unflagging product development and dedicated customer orientation, LOWA succeeded in expanding the brand. Naturally, the Zanatta family joining LOWA with the Tecnica Group and the leadership of Werner Riethmann as Managing Director played a decisive role. And there has been a steady upward trajectory since 1993. In 2000, a new record was broken as our boots passed the 1 million mark. By 2010 we had hit 2 million pairs, and in 2021 we reached the 3 million milestone.

“Progress means taking many small steps in the right direction. And sometimes, one big one, too”, says Werner Riethmann.

In 2019, we took a big step when we took over our main production site, so that we could control an additional part of the supply chain. This increased the LOWA family to over 2,000. They produce the quality that makes the unique difference in the product. At this point I would like to say a special thank you to our employees.

Naturally, LOWA’s success is also built on the values we have continued to develop over the past 100 years. The core value of continuous improvement, striving to be better, has shaped us like no other. Our slogan “simply more…” expresses this clearly. With this in mind, we are currently setting a decisive course for our future. We are working intensively on topics such as sustainability, digitalisation, effectiveness, process optimisation and the expansion of our production facilities.

We are launching an exciting new collection for our anniversary year 2023. It comprises a balanced combination of “new classics”, modern multifunctional shoes, and great models for kids. Besides this great collection, we are planning several marketing campaigns and festivities to mark this special occasion.

Let us venture into the future with a positive attitude!

We are active in a sector that offers products that are in demand and generate positive emotions. Outdoor is a popular, enduring trend. People are drawn to nature. And we have the products people need, especially now. Let us look ahead to 2023, LOWA’s anniversary year, with optimism. Let us celebrate the LOWA brand’s 100 th birthday.

I would like to take this opportunity to say thanks. Thank you, our partners, for your long-standing loyalty and support throughout this entire time.

I wish you all the best and every success in the coming season.

Alexander Nicolai CEO