Maloja, the German brand of functional apparel with cool designs, has reported an increase of 50 percent in its sales in the bike segment in the first half of this year by comparison with the same period of last year. This year marks Maloja's first sponsorship of a continental bike-racing team, called Maloja Pushbikers, for a series of road races. In Holzkirchen near Munich, Maloja recently opened a “home base” for its bike-racing community.

Maloja's total sales, which the company doesn't want to reveal, increased slightly in the first half. There was strong growth in the Alps, primarily in Austria, but also in southern Germany, northern Italy, Switzerland and the Czech Republic. The company grew strongly also in South Korea, driven by sales of its bike apparel line.

Germany accounts for 50 percent of the Bavarian company's total sales, and Asia for about 10 percent. Other major European markets are Austria, Switzerland, Italy and the Czech Republic.

In the U.S., where the company has a subsidiary that handles sales in the U.S. and Canada, Maloja will be opening a store in Stowe, Vermont, by the end of September. Maloja has its own online shop in the U.S., the only market where it sells online.

Maloja currently manages seven mono-brand stores. Five are in Germany – in Munich, Aschau, Wiesbaden, Freiburg and Oberstdorf – and the other two in Seoul, South Korea, and Innsbruck, Austria. Except for the store in Munich, all of them are franchised.

About 20 percent of the products sold by the company come from its own five-year-old factory in Bulgaria, which employs 250 people. It employs subcontractors in Europe and Asia. Maloja has started working with a Chinese production partner that offers hemp-mixed fabrics. The apparel line made with such fabrics has been expanded for spring/summer 2020 and was presented at the OutDoor by Ispo show in Munich a few weeks ago. Also presented at the show was Maloja's first yoga apparel collection for women, which is manufactured mainly by a partner in Portugal.

A few days ago, Maloja was honored with the Bavarian family business award for 2019 in the “innovation” category.