The traditional Slovenian brand Alpina, a global leader in cross-country skiing footwear, now has a single owner from the Czech Republic. Additionally, it is partially relocating production and altering its product strategy.

The ownership structure of the traditional Slovenian group Alpina is undergoing a significant transformation. Czech entrepreneur Roman Vývoda is acquiring the stake of his current partner, František Pivoda, becoming the sole owner. The financial settlement amounts to millions of euros, with the transaction expected to be completed by the end of August.

Both investors entered Alpina in 2022 after purchasing it from the Slovenian state bank. The current steps follow the completion of the sale of non-essential properties and the need to unify the brand’s strategic direction.

Relocation of production

Since the arrival of Czech owners, Alpina has undergone radical restructuring. A core part of the cost-saving measures has been the relocation of production from Slovenia to more cost-effective locations in China and Bosnia and Herzegovina. The original factory in Žiri, Slovenia, has been sold, and the company now operates there only as a tenant, housing a development, marketing, and service center with approximately 150 employees.

“This is a company whose shoes win Olympic medals. And despite facing challenges, it is an excellent brand,” stated outgoing co-owner František Pivoda in an interview with e15.

New product strategy

The cross-country skiing market has faced a downturn in recent years due to post-pandemic demand cooling, mild winters, and rising costs. Alpina’s revenues have dropped to around 27 million euros, with the company reporting a loss of about 5 million euros.

To halt the decline, the company is changing its product mix. Cross-country ski boots, which previously accounted for half of revenues, now represent only a fifth. The focus is shifting more towards outdoor and alpine footwear. A new pillar will be all-season hiking and outdoor shoes alongside alpine boots. Additionally, there will be investments in marketing and strengthening sales channels.

In Czech hands

With over 80 years of history, Alpina maintains its global leadership (controlling about 20% of the world market) despite the market downturn and employs around 750 people. Roman Vývoda (also the owner of the construction group Cidem Holding) is thus solidifying the position of Czech investors in the global winter sports arena, where figures like Tomáš Němec also operate as the owner of the Austrian brand Kästle.

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