zubischuhe.ch

What zubischuhe.ch does

zubischuhe.ch AG (operating as Zubi and zubi.swiss) is a Swiss family-owned specialty retailer of outdoor footwear, apparel, and equipment, headquartered in Herisau, Appenzell Ausserrhoden. The company operates an omnichannel model combining the e-commerce storefront zubi.swiss with a physical retail network of 9 locations across Switzerland — 5 full-price stores (Aadorf, Bülach, Herisau, Kreuzlingen, Rapperswil, St. Gallen), 3 outlet stores (Frauenfeld, Herisau, St. Gallen), and a centralized logistics center in Gossau. Deliveries are limited to Switzerland and the Principality of Liechtenstein.

Zubi's product portfolio centers on outdoor and athletic footwear from brands including Lowa, La Sportiva, Salomon, On, Asics, Mammut, and Ortovox, supplemented by functional apparel, hiking backpacks, cycling gear, and children's outdoor footwear. The company has progressively extended into adjacent categories (swimwear, football, cycling apparel) and into service-based revenue streams including ski equipment rental (with ISO 11110-compliant binding adjustment), snowshoe rental, e-bike rental, boot fitting, running and video gait analysis, resoling, orthopedic insoles, tailoring, and a bike workshop. The Zubi Plus loyalty program offers 5% annual revenue sharing to customers spending over CHF 200.

The business model is primarily one-time retail sales supported by ancillary services (boot fitting, repairs, rental) and a recurring-loyalty component. Customers include outdoor enthusiasts, sports/active consumers, cyclists, and families seeking durable outdoor footwear and apparel. The management team comprises the Zuberbühler family and senior operational leaders, with Mathias Lämmler leading operations. No external investors, funding rounds, or M&A activity are disclosed in the available source material.

Name

zubischuhe.ch

Legal name

zubischuhe.ch AG

Website

https://zubi.swiss

Company type

Private

Founded year

1947

Operating status

Operating

Headcount range

101–250 employees

Short description

Zubi (zubischuhe.ch AG) is a Swiss family-owned specialty retailer of outdoor footwear, apparel, and equipment, operating an e-commerce platform (zubi.swiss) and 9 retail locations across Switzerland, serving outdoor enthusiasts, athletes, cyclists, and families with premium brands and ancillary services including rental, boot fitting, and repairs.

Ownership category

akta.pro rank

Product category

Outdoor and sporting goods retail

NAICS

Sporting Goods Retailers (45911), Shoe Retailers (4582)

SIC

Retail-Shoe Stores (5661), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Winter Sports (Ski/Snowboard) Retail (CRAMABAJ)

Keywords

• Outdoor footwear retail
• Hiking boots sales
• Winter sports rental
• Outdoor apparel store
• Sports equipment shop

Headquarters

HQ city

Herisau

HQ country

Switzerland

HQ region

Europe

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Retail sale of outdoor footwear, clothing, and equipment through e-commerce and physical stores. Products include hiking boots, running shoes, cycling gear, winter sports equipment, and outdoor accessories from brands like Lowa, La Sportiva, Salomon, On, Mammut, and Ortovox.
2. Equipment Rental: Rental services for ski equipment, snowshoes, and e-bikes at various locations. Includes binding adjustment services for ski equipment according to ISO-Norm 11110.
3. Service Offerings: Additional services including boot fitting, running and video analysis, sewing services, resoling, orthotic insoles, ski service, and binding adjustments.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Zubi operates a multi-channel Swiss outdoor sports retail business, selling branded outdoor footwear, clothing, and equipment (hiking boots, running shoes, cycling gear, winter sports equipment) from brands such as Lowa, La Sportiva, Salomon, On, Mammut, and Ortovox through both e-commerce (zubi.swiss) and physical retail stores. In addition to retail, the company offers equipment rental services (ski, snowshoe, e-bike) and value-added services such as boot fitting, running and video analysis, resoling, orthopedic insoles, tailoring, ski service, and bike workshop service.

Product overview

Zubi is a Swiss outdoor sports retailer offering a comprehensive omnichannel platform combining e-commerce (zubi.swiss) with multiple physical store locations across Switzerland. The product portfolio centers on outdoor footwear (hiking boots, multifunctional shoes, winter shoes, children's outdoor shoes) and apparel (rain jackets, functional shirts, cycling gear, outdoor pants), supplemented by equipment (hiking backpacks, cycling accessories) and rental services (ski rental, snowshoe rental, e-bike rental). Core brands include LOWA, La Sportiva, Salomon, CMP, Ortovox, Adidas Terrex, and Skechers. The offering also includes professional services such as boot fitting, running video analysis, orthopedic insoles, resoling, tailoring, and bike workshop services.

Differentiator

Problem solved

Functional benefit

Products and services

• Outdoor Footwear Retail

Quantifiable outcome

• 30,000+ satisfied customers with 4 out of 5 star Trusted Shop rating

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

One partnership is on record.

• StöcklicoreStrategic or Co-development Partner · 1 January 2023Zubi has established a partnership with Swiss ski manufacturer Stöckli. The partnership began with a visit to Stöckli's production facility in Malters where the Zubi team learned about Stöckli's history and production process. St. Gallen is the only Zubi location selling Stöckli skis. Stöckli is the only major Swiss ski manufacturer, producing approximately 70,000 pairs annually with about 65% exported.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Backcountry: US-based premium outdoor specialty retailer with strong digital and limited physical presence; comparable to Zubi in brand mix and outdoor enthusiast target customer, though geographically distant.
• Bergfreunde: European online outdoor specialist with strong premium-brand assortment; competes with Zubi's e-commerce arm particularly in cross-border DACH footwear and climbing gear.

Direct peers

• Bächli Bergsport: Swiss outdoor specialty retailer with multiple stores and online; competes head-to-head with Zubi in hiking, climbing, and winter sports equipment across the same Swiss DACH-adjacent market.
• Pfiffner Sport: Swiss family-owned sporting goods retailer with multi-store presence and ski/snowboard rental; comparable to Zubi in regional footprint, services, and SMB-family ownership profile.
• Transa Backpacking AG: Swiss specialty outdoor retailer selling hiking, trekking, and travel gear from premium brands; directly comparable to Zubi in assortment, multi-channel model, and target customer base within Switzerland.

Broad incumbents

• Ochsner Sport: Largest Swiss sporting goods chain with broad generalist assortment and significantly larger scale; competes with Zubi across footwear, apparel, and winter sports but as a mass-market chain rather than outdoor specialist.
• REI Co-op: Large US outdoor co-op with multi-channel retail, services (boot fitting, ski tune), and rental; comparable to Zubi in omnichannel services-led outdoor retail model but at vastly larger scale.
• SportXX: Sporting goods retailer owned by Migros, the dominant Swiss retailer; overlaps with Zubi on outdoor footwear, running, cycling, and winter sports but operates at materially larger scale and broader assortment.
• Decathlon Switzerland: Global sporting goods retailer with Swiss stores; competes with Zubi on price and breadth, particularly in hiking, cycling, and running categories, putting pressure on Zubi's premium positioning.

Regional players

• Globetrotter Ausrüstung: Germany's leading outdoor specialty retailer with extensive store network and rental/repair services; analogous to Zubi in services-led model but operates primarily in Germany, not Switzerland.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

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 zubischuhe.ch