Lowa Taps International Footwear Veteran Pirani to Drive Global Expansion

Lowa Sportschuhe GmbH has appointed Marco Pirani as general manager commercial, a newly created position designed to accelerate the company's international brand development and strengthen its position within the Tecnica Group corporate structure.

Effective March 2026, Marco Pirani will assume the newly created position of General Manager Commercial, with responsibility for the entire commercial operation of the Bavarian mountain footwear specialist.

In his new role, Pirani will be responsible for the entire commercial sector. This includes sales and marketing, as well as international markets and subsidiaries in Austria, Switzerland, and the USA. The consolidation of these functions under a single executive represents a strategic shift for Lowa, which has operated for decades with a more distributed commercial structure.

International Expertise From Fashion and Footwear

The manager has many years of experience in internationally operating, brand-oriented companies. His previous positions include roles at the Benetton Group, Clarks, Geox, Artsana Chicco, and Luxottica.

Pirani most recently served as commercial director at Italian fashion conglomerate Benetton Group, a position he held for four years before announcing his departure earlier this month. His career trajectory spans premium and mass-market footwear brands, giving him experience across different price points and distribution models—from Luxottica's optical retail to Clarks' global footwear operations to Geox's technical casual shoe business.

His time at Clarks, where he served as general manager for EMEA from 2019 to 2022, is particularly relevant. Like Lowa, Clarks is a heritage brand navigating the challenge of maintaining traditional values while adapting to changing retail landscapes and international expansion.

"Lowa is a strong brand with great appeal," Pirani said. "I am very much looking forward to working with the team to drive commercial development, further expand international markets, and sustainably strengthen cooperation with our retail partners worldwide".

Strategic Restructuring Under Tecnica Group

The creation of the general manager commercial role is part of a broader management reorganization at Lowa. In parallel with the expansion of the management team, Andrea Dorigo, Managing Director of the Tecnica Group, will additionally assume the role of CEO of Lowa Sportschuhe GmbH.

Dorigo's dual role as both Tecnica Group CEO and Lowa CEO signals tighter integration between the mountain boot brand and its Italian parent company. Tecnica Group acquired majority control of Lowa in 1993, but the Bavarian company has maintained considerable operational independence over the past three decades.

The operational area will remain under the leadership of Alexander Nicolai, who, as General Manager Operations, is responsible for design, product development, production, and central corporate functions. The division of responsibilities—Pirani handling all commercial functions, Nicolai overseeing operations—creates a clear executive structure unusual for a company of Lowa's size.

The organizational changes aim to consolidate responsibilities, accelerate decision-making processes, and strengthen the brand's strategic positioning within Tecnica Group's portfolio, which also includes Tecnica ski boots, Nordica, Blizzard skis, and Rollerblade.

Market Context

LOWA Sportschuhe GmbH, headquartered in Jetzendorf, Upper Bavaria, produces footwear for mountaineering, outdoor activities, and everyday wear. Founded in 1923, the company has evolved from a traditional, handcrafted shoe manufacturer into an internationally established brand. Today, its products are sold in approximately 80 countries.

The outdoor footwear market has seen significant shifts in recent years. Traditional mountain boot specialists face competition from athletic brands expanding into outdoor categories, direct-to-consumer upstarts challenging established distribution models, and changing consumer preferences around sustainability and local manufacturing.

Since 1993, Lowa has been majority-owned by the Tecnica Group and primarily manufactures in Europe. The company has been a member of the Fair Wear Foundation since 2023 —a certification that addresses growing consumer scrutiny of supply chain labor practices.

Lowa's European manufacturing base differentiates it from competitors who have moved production to Asia, but also creates cost pressures that require premium positioning and strong brand equity to justify higher retail prices.

Strategic Implications

The appointment of a dedicated commercial leader with international brand experience suggests Lowa sees opportunity for geographic expansion and market share growth. Pirani's background spans both fashion retail and footwear technical brands, potentially bringing fresh perspectives to a company rooted in mountaineering tradition.

His experience at Benetton—a brand that struggled in recent years to maintain relevance amid changing retail dynamics—may inform how Lowa navigates its own heritage-versus-innovation balance. At Clarks, he dealt with the challenge of a beloved but aging brand attempting to attract younger consumers without alienating core customers.

The creation of this position also reflects consolidation trends in the outdoor industry, where mid-sized brands increasingly operate within larger corporate portfolios. As part of Tecnica Group, Lowa has resources that independent competitors lack, but must balance autonomy with integration to maximize those advantages.

For retail partners, Pirani's appointment signals a potential shift in Lowa's commercial approach. His mandate to "sustainably strengthen cooperation with retail partners worldwide" comes as specialty outdoor retailers face pressure from online competition and big-box sporting goods chains.

Whether the new structure accelerates Lowa's growth or simply formalizes existing functions remains to be seen. What's clear is that the 103-year-old Bavarian bootmaker is betting that international commercial expertise can unlock its next chapter of development.