LOWA Appoints Marco Pirani as General Manager Commercial in Major Leadership Shake-Up

Outdoor footwear specialist LOWA Sportschuhe GmbH has bolstered its senior leadership team with the appointment of Marco Pirani to the newly created role of General Manager Commercial, the Bavarian company confirmed this week.

Effective March 2026, Pirani assumes responsibility for the entire commercial division of the brand, encompassing sales and marketing across all markets, as well as overseeing international subsidiaries in Austria, Switzerland, and the USA.

The appointment is part of a broader organisational development at LOWA, with the focus placed on stronger consolidation of responsibilities, more efficient decision-making processes, and closer integration within the corporate structure of majority shareholder, the Tecnica Group.

Pirani brings with him a wealth of experience accumulated across some of Europe's most prominent consumer brands. His career includes senior roles at Luxottica, Artsana Chicco, Geox — where he served as Northern Europe Director and Managing Director D-A-CH — and Clarks, where he held the position of General Manager EMEA. Most recently, he served as Commercial Director at the Benetton Group, a post he held for four years before announcing his departure on LinkedIn ahead of the LOWA move.

Speaking on his new appointment, Pirani expressed his enthusiasm for the challenge ahead. "LOWA is a strong brand with great appeal. I very much look forward to driving commercial development forward together with the team, further expanding international markets and sustainably strengthening cooperation with our retail partners worldwide," he said.

Pirani is not the only new face joining LOWA's top table. Andrea Dorigo, Managing Director of the Tecnica Group, will also take on the role of CEO of LOWA Sportschuhe GmbH as part of the wider leadership restructuring.

Founded in 1923 and headquartered in Jetzendorf, Upper Bavaria, LOWA produces footwear for mountaineering, outdoor activities, and everyday wear. Today its products are sold in approximately 80 countries, and the company has been majority-owned by the Tecnica Group since 1993.

The dual appointments signal a clear strategic intent from LOWA and its parent company to accelerate international growth and sharpen the brand's global commercial edge.