The Tecnica Group has re-arranged its distribution in Switzerland. Effective January 2010, Lowa will be in charge of the distribution of Tecnica and Blizzard, which will enjoy a joint presentation in the Swiss market. On the other hand, Nordica-Rollerblade will farm out the distribution of Think Pink to Oechslin, a local distributor, effective July 1.
Without giving precise figures, Lowa says its sales of all the brands that Lowa distributes in Central Europe rose significantly, especially those that are winter-sports related. Nordica was up by 25 percent and Dolomite by 80 percent. The company's apparel division managed to boost the sales of X-Socks and X-Bionic by 30 percent and those of Think Pink by a stunning 41 percent. Even Rollerblade went up by 11 percent in the difficult German market for inline skates. Lowa expects that sales of inline skates will remain stable in the current year, while Nordica should grow at a double-digit rate.
In another strategic move, Lowa decided back in December to raise its stake in its American subsidiary from 70 to 100 percent
Partially due to a good winter, the Lowa brand managed to increase its sales by €4 million to €107 million last. Outdoor footwear contributed about €1 million to this increase. Production increased by 26,000 to 350,000 pairs at the factory joined with Lowa's headquarters in Jetzendorf outside Munich. To raise its production capacities, the company has launched a stitching facility in Bosnia that is a joint venture of the company with various suppliers.Lowa plans to invest more into the brand’s desirability. It has increased prices moderately wherever this was manageable (more in The Outdoor Industry Compass).
