The Oberalp Group's new Milan location stems from the company's desire to bring to Milan the first international house of brands with its own brands specialized in a single area of experience, the mountains. With the aim of communicating the Group's omnichannel distribution strategy, the Oberalp Group is bringing its Mountain Experience to the city of sports, offering its brands' retailers a 360° approach to immerse themselves in the world of the mountains and discover innovative products of the Group's six own brands - Salewa, Dynafit, Pomoca, Evolv, Wild Country and LaMunt.
The Italian Oberalp Group started as a distributor of sporting goods and uses its experience as a house of brands also for other players in the sports industry, to whom it offers its know-how in the areas of communication, sales, and brand building. Oberalp today collaborates with internationally renowned brands such as Under Armour, Fischer, Barts, Falke, Burlington, Smith, and 2117 for sales and marketing in Italy. For the American Under Armour brand in particular, the collaboration also extends to the whole retail business in Italy, where Oberalp now operates seven Under Armour monobrand stores, including already two in Milan, as well as five Under Armour outlets.
Attending the opening in Milan representing the institutions was Diana De Marchi, Councillor for Labor and Social Policy of the City of Milan. Also attending the opening were Marco Busa, Brand Manager of Salewa, Michele Rossi, General Manager of Under Armour Italy, and Filippo Pagliani, founding partner of the architectural firm Park Associati.