Maloja-Fever: a Bavarian sportswear label conquers the world
From the tranquil Upper Bavaria to Gangnam and Soho: The story of Maloja, a label for sportswear, sounds like a modern fairy tale. And all that even though the founders had not even planned the internationalization of their company.
Peter Räuber and Klaus Haas, founder of the sportswear label Maloja, had not counted on such a success story. What began with their office in a former stable in the Upper Bavarian pre-Alps, now evolves further and further into an internationally fashionable brand for sportswear.
About 12 years ago, Räuber and Haas founded a brand for outdoor clothing of all kinds of sports in the picturesque Chiemgau in Maloja, suitable for anything from bike trips through the mountains up to skiing tours down the slopes. In the small mountain village of Rimsting with just 3,600 inhabitants, the two found their company location in a converted stable, which they still see today as the headquarters of their company.
In Germany, the Maloja-fever broke out years ago – which is no surprise, as the founders attach great importance to the special character of their clothing, and therefore deliberately do not target the mass market. But at some point, the inquiries from North America and Asia began to pick up. The question of the internationalization of their label was quickly resolved.
Meanwhile, the leap into foreign countries has definitely been successful. In North America, the sportswear label is already present in the most important ski resorts – in Sun Valley, the oldest ski resort in America, even with its own shop since 2009. “Many Americans obviously like the special thing about the Maloja brand,” says co-founder Räuber.
Despite the big success in foreign countries, the two bosses do not want to flee abroad with their company. The men who are close to nature and their native country are particularly pleased with the brand’s strong position in the German Alps, and based on that, they want to continue being successful in countries such as America, Canada, Japan and South Korea.
Therefore, the company is particularly proud of the fact that the German national team of mountaineers is now running in Maloja outfits: “This is definitely the most typical mountain sport in the world, with the strongest connection to the mountains”, says Räuber. The Maloja founders have put a lot of development effort and know-how in the team’s new outfit. In the end, the rewards were not only the grown competence of the company, but also a great cooperation with fascinating personalities of the world of mountain sports.
Image Source: Vimeo / Maloja Clothing
Maloja is an outdoor label that adores mountain sports – and you can cleary see this in their sportswear. If you’re willing to spend a little more on sports clothing, you’re going to fall in love with this brand!
Image Source: ISPO