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History

An Overview

Oberalp Sports/Experts is part of the Oberrauch Group and owned by the Oberrauch family, who have been active in apparel for five generations. The group, which was founded by Anton Oberrauch 160 years ago, now employs 700 people and is active in the production, retail sales, and wholesale distribution of fashion and sporting goods.

Oberalp Sports/Experts was founded in 1981 with the objective of importing high quality sports clothing and equipment into the Italian market and is now one of Italy’s leaders in the field. In 1990 Oberalp acquired the Munich-based SALEWA Group and increased its domination in mountaineering sporting goods in Europe. The company also represents and distributes a wide range of other European brands. Autonomous marketing strategies and a clear positioning for individual brands have been responsible for constant sales increases since the beginning.

Company Development

1981
Oberalp Sports/Experts is founded by Heiner Oberrauch. The company’s first imports are sweaters by Samband of Iceland, and ping-pong tables from Imperial and Kettler brands.

1982
Oberalp becomes distributor of Löffler, Austria’s Fischer Group apparel brand for cycling, cross-country skiing and technical underwear.

1983
Oberalp becomes distributor for SALEWA – the world’s largest manufacturer of mountain sports equipment – greatly invigorating the growth of Oberalp Sports/Experts.

1985
Oberalp Sports/Experts becomes the Italian representative for Lutha, one of Europe’s largest skiwear manufacturers.

1986
Oberalp becomes distributor of Fjällräven, the Swedish maker of outdoor apparel.

1987
Oberalp launches Viky, its own apparel brand. Oberalp becomes distributor for Karrimor, the British backpack brand.

1988
Oberalp takes on numerous functions for SALEWA, and is licensed to produce SALEWA clothing.

1989
The new headquarters building in Bolzano, with its mountain-like shape, establishes a dramatic signpost for the growth of the company.

1989
Oberalp becomes distributor for Instinct, the leading beachwear manufacturer.

1990
Oberalp acquires SALEWA, the leading manufacturing company in mountaineering sports in Europe.

1991
The first of a series of new developments is the market launch of the SALEWA Totoga line of kids’ clothing. Oberalp opens a SALEWA production plant in Verona/Italy.

1992
Oberalp becomes distributor for Hagan, the Austrian ski mountaineering ski brand. Oberalp becomes distributor for Silvretta, the German ski mountaineering bindings brand. Oberalp becomes distributor for Hamax, the Norwegian maker of bobsleds and toboggans.

1995
Oberalp becomes distributor of F2, the German brand making windsurf and alpine snowboard equipment, and takes market leadership.

1996
Oberalp becomes distributor of Trespass apparel, the British outdoor and ski wear brand.

1997
Oberalp becomes distributor of Chiba, the Japanese maker of gloves for cycling and cross country skiing.

1999
Oberalp becomes distributor of Homeboy, the German youth fashion and streetwear brand. Oberalp acquires Silvretta, the German ski mountaineering binding manufacturer.

2000
Oberalp acquires a Pan-European license for F2 boardsport apparel.

2001
Oberalp becomes distributor of Timezone, the German young and trendy leisure sports apparel brand.

2002
In autumn the “Haselburg” castle opens its doors, after years-long restoration from the ground up through the Oberalp Trust.

2003
Oberalp acquires Dynafit, the Austrian ski mountaineering brand, and adds it to the SALEWA Group business, achieving market leadership in ski mountaineering. Oberalp-SALEWA group establishes the distribution company SALEWA France in July. Oberalp acquires Merlet, the leading Italian maker of Loden garments.

2004
Oberalp-SALEWA group establishes the distribution company SALEWA Iberica, operating
in Spain, Portugal and Andorra in February. Oberalp establishes the new Business Unit Retail in December.

Oberalp-SALEWA Group establishes the new Business Unit Footwear, the final step in establishing SALEWA as a true mountain sports brand and strengthening its position as the leader. Also the R&D facility is set up in Montebelluna, Italy.

2005
Oberalp becomes distributor of Icepeak, a successful and quickly growing apparel brand of L. Fashion Group, Finland. Oberalp becomes distributor of Barts, a Dutch brand, experts in highly technical and fashionable accessories.

2007
Oberalp-SALEWA group establishes the distribution company SALEWA USA, with operations in the USA and Canada, in January.

2008
Oberalp-SALEWA group establishes the distribution company SALEWA Polska, with operations in Poland, in October.

Oberalp establishes OberSpeedo company, the distributor and licensee for Speedo, the British global leader in performance swimwear.

2009
Oberalp becomes distributor of Rip Curl, the Australian leading surf brand.

Gross Receipts in Millions of Euros
Note: Please understand as “Sales Revenues in millions of Euros”

Italian leader in sport distribution.

Division Oberalp
SALEWA
Silvretta

Dynafit

Deeluxe
JP
Cobian

Löffler
Alpler
Hamax
Barts
Armada

Icepeak

Speedo

Rip Curl

Gloryfy

European leader in mountaineering sports production.
Division Germany
SALEWA
Silvretta
Grangers

Dynafit

Division Austria
SALEWA
Silvretta

Dynafit

Division Switzerland
SALEWA
Silvretta
Grangers

Dynafit

Division France
SALEWA
Silvretta
Backcountry Access

Dynafit

Division Spain
SALEWA
Silvretta

Dynafit

Division USA
SALEWA
Silvretta

Dynafit

Division Poland
SALEWA
Silvretta

Dynafit

Company Goals
Ultramodern logistics make Oberalp’s various divisions highly cost effective. Separate, independent brands are a constant guarantee of professional expertise, and a key to leadership in all sectors of the market. Streamlined management structures and a flexible, customer-oriented sales staff facilitate our continuing growth. Our aim is ultimate service for the brands we represent, and to the customers to whom we distribute, to make us worthy of our name: Oberalp Sports/Experts.

Company headquarters in Bolzano, Italy

CORPORATE PRINCIPLES

1. Mission
Dedicated to mountain and outdoor sports. Through four generations, our alpine experience has been pushing the boundaries in developing state-of-the-art equipment and clothing.

2. People
“Positive attitudes create positive results”. Working within a successful team creates a self motivating dynamic. Our teamwork is founded on ethical principals and within this tradition we set and reach goals.

3. Courage
We want show courage venturing along new paths, accepting responsibility, making decisions and being accountable for them.

4. Work ethics
Our family business runs on reliability, fairness and transparency. We are dedicated to continuously developing synergies with our business partners.

5. Goals
Everything can be improved. Although our business base is in the Alps – We constantly strive to achieve brand and market leadership in every market.

6. Innovation
In products, processes and in thinking ... Steady innovation and cooperation with the most reputable partners helps us set new standards.

7. Resources
We remain true to ourselves. A high degree of personal responsibility and cost awareness has contributed to our success. We act in a disciplined way on all decisions.

8. Summary
Economic success is the result of our actions, it safeguards the independence of SALEWA and guarantees sustained growth.