Sportalm Kitzbühel

What Sportalm Kitzbühel does

Sportalm Kitzbühel is an Austrian women's fashion company founded in 1953 and headquartered in Kitzbühel, Tyrol. It designs and sells premium apparel across four core collections — Fashion (jackets, blouses, pants, dresses, knitwear, coats), ULLI (a CEO-branded sub-line designed by Ulli Ehrlich), Golf (sport-specific apparel), and Tracht (traditional Bavarian/Austrian Dirndl) — plus a Living home-goods category and a Sale channel. Products are priced from approximately €89–€149 at the entry level up to €1,199 for premium Dirndl, with regular 40% seasonal discounting on selected SKUs.

The go-to-market is a multichannel DTC model: a Shopify-powered e-commerce storefront at sportalm.com shipping to nine European countries, company-owned retail stores in Kitzbühel (flagship), Innsbruck, and Sochi, and a dedicated B2B wholesale portal at b2b.sportalm.at for trade partners. Marketing relies on editorial content (brand magazine, destination-driven campaigns), email/newsletter capture (with a €20 welcome voucher), organic social, and the B2B channel. Customer-service infrastructure includes telephone, email, and WhatsApp contact lines. The stated technology is a standard Shopify e-commerce stack with no proprietary features, AI/ML integration, or mobile app surface disclosed.

The company is privately held, employs 501–1,000 people (no other management team beyond CEO Ulli Ehrlich is disclosed in the source), has no recorded funding rounds, no M&A activity, and reports no revenue or financial metrics. Inputs to production (e.g., fabric sourcing, manufacturing geography) are not specified beyond use of materials such as viscose, crêpe, mesh, cotton, and leather referenced in product imagery.

Name

Sportalm Kitzbühel

Legal name

Sportalm Kitzbühel

Website

https://sportalm.at

Company type

Private

Founded year

1953

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Sportalm Kitzbühel is a privately held Austrian women's fashion house founded in 1953, designing premium apparel across Fashion, ULLI, Golf, and Tracht collections, plus home goods, sold through company-owned stores in Austria and Russia and a pan-European Shopify e-commerce storefront and B2B wholesale portal.

Ownership category

akta.pro rank

Product category

Premium Women's Apparel

NAICS

Clothing and Clothing Accessories Retailers (458110), Apparel Manufacturing (315), Apparel Accessories and Other Apparel Manufacturing (31599)

SIC

Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600), Women's, Misses', And Juniors Outerwear (2330), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Denim & Casualwear Brands (CRAAAAAE)

Keywords

• Designer womenswear
• Alpine fashion
• Traditional tracht apparel
• Golf apparel
• Premium clothing brand

Headquarters

HQ city

Kitzbühel

HQ country

Austria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Direct Fashion Retail Sales: Revenue generated from direct sales of apparel products (fashion, golf, Tracht) through company-owned e-commerce platform and retail stores. Products are sold at one-time purchase prices with seasonal sales and discounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Sportalm Kitzbühel is an Austrian fashion brand that designs and manufactures premium women's apparel across multiple collections including Fashion, ULLI (sub-brand), Golf, and traditional Tracht (Dirndl), along with accessories and home living products. The company sells directly to consumers through company-owned retail stores in Kitzbühel, Innsbruck, and Sochi, as well as via a Shopify-powered e-commerce storefront at sportalm.com shipping across Europe.

Product overview

Sportalm Kitzbühel is an Austrian fashion brand offering a unified e-commerce platform for women's designer fashion. The portfolio consists of five distinct collections: Fashion (main clothing line), ULLI (sub-brand by CEO Ulli Ehrlich), Golf (performance golf apparel), Tracht (traditional Austrian Dirndl clothing), and Living (home goods), plus a Sale section. All collections are available through a single Shopify-powered online shop at sportalm.com, with brick-and-mortar stores in Kitzbühel, Innsbruck, and Sochi.

Differentiator

Problem solved

Functional benefit

Brands

• ULLI: A signature sub-brand/product line of Sportalm Kitzbühel featuring fashion clothing, marketed as 'The ULLI Edit' in seasonal collections.

Products and services

• Fashion Collection Main women's fashion line offering jackets, blazers, blouses, tunics, pants, jeans, dresses, skirts, coats, T-shirts, tops, knitwear, sweatshirts, and vests targeted at women seeking premium designer apparel with alpine elegance.
• ULLI Sub-Brand Collection Sub-brand collection designed by CEO Ulli Ehrlich, featuring jackets, tops, dresses, pants, jeans, skirts, and accessories for women seeking lifestyle apparel with personal branding tied to the company's leadership.
• Golf Apparel Collection Golf apparel collection for women, including golf jackets, vests, pants, shirts, sweatshirts, skirts, and dresses, targeted at female golfers seeking performance apparel with premium design.
• Tracht Collection Traditional Bavarian/Austrian attire collection including Dirndl dresses, Dirndl blouses, Trachten dresses, skirts, jackets, and bodices for customers seeking authentic Alpine and Oktoberfest traditional wear.
• Accessoires Collection Fashion accessories including bags, scarves, shawls, hats, and caps, designed to complement the main apparel collections.
• Living Collection Home and living collection featuring lifestyle products for the home, extending the brand beyond apparel.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Strellson: Swiss heritage menswear and womenswear brand with own retail and DTC—comparable in scale, family-rooted heritage, and European premium casual positioning to Sportalm.
• Hanro: Premium Austrian heritage apparel brand with own DTC and selective wholesale—shares Sportalm's Austrian origin, premium price points, and women's apparel focus.
• Bogner: German premium sportswear and lifestyle brand with deep Alpine heritage, offering women's fashion, skiwear, and golf apparel—directly comparable to Sportalm across fashion, golf, and Alpine identity.
• Wellensteyn: German family-owned outerwear brand specializing in premium jackets and coats; comparable to Sportalm on women's outerwear positioning, family-run premium identity, and European DTC model.
• Marc O'Polo: Swedish/European premium casualwear brand with multi-channel DTC and wholesale—shares Sportalm's premium casualwear range, women's apparel emphasis, and broad European distribution.
• Luisa Spagnoli: Italian premium women's fashion brand with own retail and DTC—comparable to Sportalm on women-only premium positioning, family heritage, and European mid-market scale.
• Lodenfrey: Munich-based premium retailer and brand focused on Tracht, loden coats, and Alpine-elegant women's fashion—overlaps with Sportalm's Tracht and outerwear lines and its DACH customer base.

Others

• Shopify (technology provider): Underlying e-commerce platform powering Sportalm's DTC site; relevant ecosystem/infra reference rather than a competitor, useful for benchmarking tech stack capabilities.

Broad incumbents

• Hugo Boss: European premium fashion group with extensive own-retail and wholesale—relevant as a scaled incumbent reference for Sportalm's premium positioning and multi-channel go-to-market.
• Escada: Global premium women's fashion house with broader portfolio and wider reach than Sportalm; useful as a benchmark for premium women's fashion scale and international expansion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/sportalm_kb

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sportalm Kitzbühel