LOWA
- Company typePrivate
- Founded1923
- HeadquartersJetzendorf, Germany
- Headcount251–500
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
LOWA firmographics
Firmographics- Name
- LOWA
- Legal name
- LOWA Sportschuhe GmbH
- Website
- https://lowa.com
- Company type
- Private
- Founded year
- 1923
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Ownership category
- akta.pro rank
LOWA industry classification
Industry- Product category
- Outdoor Footwear
- NAICS
- Footwear Manufacturing (3162), Shoe Retailers (45821)
- SIC
- Footwear, (No Rubber) (3140), Retail-Shoe Stores (5661)
- akta.pro primary industry
- Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing) (CRAMAMAK)
- akta.pro secondary industry
- Outdoor & Hiking Footwear (CRAAACAD)
Keywords
Where LOWA is headquartered
LocationHeadquarters
- HQ city
- Jetzendorf
- HQ country
- Germany
- HQ region
- Europe
Offices4 records
Markets served
LOWA business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Direct E-commerce Sales: LOWA operates its own e-commerce platform (lowa.com) selling footwear directly to consumers across Europe. Products are shipped from European warehouses with pricing ranging from €100 to €380+ per pair. The company offers free shipping over €80 and free returns for orders over €80.
- Retail & Dealer Distribution: LOWA distributes through authorized retail partners and dealers. The company operates a dealer locator on its website and has a separate professional channel (professional.lowa.com) for professional/military footwear customers.
- LOWA Club Loyalty Programme: LOWA operates a loyalty programme (LOWA Club) where customers collect points (3 points per €1 spent) redeemable for discounts on future purchases. New members receive €20 welcome bonus.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Children's footwear (€100-€125) |
| Unit Pricing | Pay-as-you-go | Entry-level hiking shoes (€170-€200) |
| Unit Pricing | Pay-as-you-go | Mid-range hiking boots (€220-€230) |
| Unit Pricing | Pay-as-you-go | Progressive light hiking (€185) |
| Unit Pricing | Pay-as-you-go | Trekking boots (€300-€320) |
| Unit Pricing | Pay-as-you-go | Technical mountaineering (€380) |
| Unit Pricing | Pay-as-you-go | Shipping costs |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels10 records
LOWA product offering
Product offeringCore offering
LOWA designs, manufactures, and sells outdoor footwear for men, women, and children across categories including mountaineering, trekking, hiking, light hiking, trail running, winter, and leisure. Products feature GORE-TEX waterproof membranes and Vibram soles, are manufactured primarily in Europe (Germany and Slovakia), and are sold through the company's direct e-commerce platform at lowa.com, a dedicated professional channel at professional.lowa.com, and authorized retail dealers.
Product overview
LOWA is a traditional German outdoor footwear brand (LOWA Sportschuhe GmbH, founded over 100 years ago, based in Jetzendorf) that manufactures shoes primarily in Europe. The product portfolio is organized into distinct categories for Men, Women, and Kids, covering mountaineering, trekking, hiking, light hiking, trail running, winter, and leisure footwear. Key product lines include the CEVEDALE PRO GTX MID and CERVINO GTX MID for technical mountaineering; CAMINO EVO GTX and MAURIA EVO GTX for trekking; RENEGADE EVO GTX MID/LO and INNOVO GTX LO for multifunctional hiking; INNOX EVO II GTX and MADDOX PRO GTX LO SL for progressive light hiking; and specialized children's lines like WANDAX GTX and MADDOX PRO GTX with Vibram soles. All products feature GORE-TEX waterproof membranes. The company also operates LOWA Professional (separate professional/commercial line) and LOWA Club loyalty programme. Products are sold primarily through the EU e-commerce webshop at lowa.com and through retail partners worldwide.
Differentiator
Problem solved
Functional benefit
Products and services
- CEVEDALE PRO GTX MID
Quantifiable outcome
- 40,000 pairs of shoes repaired annually in Jetzendorf service workshop
- +2 more outcomes
Companies that use LOWA
Customer profileSegments5 records
Ideal customer profiles4 records
LOWA technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration16 records
Feature4 records
LOWA partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor and core.
- Nepalhilfe Beilngries e.V.minorLOWA donated €75,000 for the construction of Shree Namuna Janasewa Lower Secondary School in Sangachok, Nepal. The school opened in 2015 and now serves 460 students.
- Fair Wear FoundationcoreLOWA works with the Fair Wear Foundation to regularly audit all production facilities for compliance with environmental and social standards. The company received a 'Good' rating (61/100 points) in the Brand Performance Check. All LOWA production sites are externally audited according to Fair Wear Foundation standards.
- World Wide Fund for Nature (WWF)minorLOWA partnered with WWF to create LOWINGO, a plush peregrine falcon. Proceeds from sales support WWF's species conservation projects and help preserve habitats of endangered animal species.
- Education for all e.V.minorLOWA supports international education initiatives through donations and partnerships with organizations like Education for all e.V. and KENIAL e.V.
- KENIAL e.V.minorLOWA supports global education and development projects through partnerships with KENIAL e.V. and Education for all e.V.
- AWIN AGminorLOWA participates in the AWIN affiliate marketing programme. AWIN processes affiliate tracking data including click IDs, transaction data, and order values to enable commission-based sales attribution for partner websites.
- World Wide Fund for Nature (WWF)minorLOWA partnered with WWF for species conservation. The LOWINGO plush peregrine falcon supports WWF projects to preserve habitats of endangered species.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
LOWA competitors and assessment
Company assessmentDirect peers
- Salomon: Salomon (owned by Amer Sports) is a direct competitor in hiking, trail running and mountaineering footwear, overlapping heavily with LOWA's product portfolio across trekking, trail running and alpine categories.
- Merrell: Merrell (Wolverine World Wide) is a direct competitor in hiking and trail footwear with similar price-point strategy and broad outdoor retail distribution, comparable to LOWA's light hiking and trail running ranges.
- La Sportiva: La Sportiva is an Italian competitor directly comparable to LOWA in mountaineering, trekking, and hiking footwear, with overlapping product categories and a similar premium European-made positioning.
- Hanwag: Hanwag is a Bavarian-based German hiking and mountaineering boot manufacturer that competes head-to-head with LOWA in trekking and alpine footwear, with similar heritage positioning and European production.
- Meindl: Meindl is a traditional Bavarian bootmaker competing directly with LOWA in hiking, trekking and mountaineering footwear, with comparable premium pricing and European manufacturing.
- KEEN Footwear: KEEN is a comparable outdoor footwear brand offering hiking and trail shoes at overlapping price points with LOWA, with broader US distribution and a sustainability-focused brand identity.
- Vasque: Vasque is a heritage hiking and mountaineering boot brand competing with LOWA in technical hiking footwear, particularly in the US market where LOWA is currently underpenetrated.
- Scarpa: Scarpa is an Italian mountaineering and hiking footwear manufacturer competing with LOWA in technical mountaineering boots and trekking footwear, with similar European craftsmanship positioning.
Emerging players
- Hoka (Deckers Brands): Hoka is an emerging competitor that has rapidly grown in trail running and hiking footwear, often at premium price points directly comparable to LOWA's light hiking and trail running ranges.
Broad incumbents
- Mammut (footwear line): Mammut is a broader Swiss outdoor brand offering overlapping hiking and mountaineering footwear alongside apparel and equipment, competing with LOWA in the European outdoor specialty channel.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
LOWA social profiles
Digital presenceLOWA compliance and trust
Trust signalCompliance4 records
LOWA financial estimates
Financial estimateRevenue estimate
Valuation estimate
LOWA leadership team
Management profileNumber of profiles
Profiles9 records
LOWA funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LOWA M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about LOWA
What does LOWA do?
LOWA designs, manufactures, and sells outdoor footwear for men, women, and children across categories including mountaineering, trekking, hiking, light hiking, trail running, winter, and leisure. Products feature GORE-TEX waterproof membranes and Vibram soles, are manufactured primarily in Europe (Germany and Slovakia), and are sold through the company's direct e-commerce platform at lowa.com, a dedicated professional channel at professional.lowa.com, and authorized retail dealers.
Is LOWA a public or private company?
LOWA is a private company. It is classified as family owned and is currently operating.
When was LOWA founded?
LOWA was founded in 1923. It employs 251 to 500 people.
Where is LOWA based?
LOWA is headquartered in Jetzendorf, Germany, in the Europe region.
How does LOWA make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail & Dealer Distribution and LOWA Club Loyalty Programme.
Who are LOWA's main competitors?
Direct peers on record are Salomon, Merrell, La Sportiva, Hanwag, Meindl, KEEN Footwear, Vasque and Scarpa. Hoka (Deckers Brands) is listed as an emerging player. Mammut (footwear line) is listed as a broad incumbent.
Does LOWA have an API?
No public API is recorded for LOWA.
What industry is LOWA in?
LOWA's product category is Outdoor Footwear. Its primary akta.pro industry code is CRAMAMAK, Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing), with a secondary code of CRAAACAD, Outdoor & Hiking Footwear. Its NAICS code is 3162 and its SIC code is 3140.