Foundation: 1980
Location: Sulzemoos
Management: Patrick Hebling, Patrick Angeletti
To secure the strong market position of uvex in the ski goggle segment, the secondary brand ALPINA was launched in 1970. While the initial multi-brand strategy did not achieve the intended impact, a decisive turning point came in 1980 with the reorganization of the company as ALPINA Sportartikel Vertriebs GmbH. Based in Derching near Augsburg and led by Werner Grau, this new structure marked the beginning of a sustained period of economic growth.
With ALPINA positioned as a specialist retail brand, the uvex sports group operates a dual-brand strategy in the sports retail market. ALPINA offers eyewear, helmets, and protectors for skiing and cycling. In addition to products for winter and cycling sports, uvex sports also offers riding helmets and gloves.
The M1 is widely regarded as ALPINA’s most iconic eyewear model. Inspired by Cartier’s bicolor “Santos” wristwatch, it was conceived at Werner Grau’s desk in Derching. With this collection, ALPINA entered entirely new territory in terms of both price positioning and brand image, perfectly bringing Werner Grau’s guiding principle “price equals image” to life. This luxury line, a true reflection of the spirit of the 1980s, was produced by the small artisanal workshop of the Kretz brothers in Pforzheim. As the line’s success, especially in the United States, pushed Kretz’s production capacity to its limits and Werner Grau refused to accept delivery delays, Mr. Kretz ended the discussion with a simple remark: “You know, you can’t just ramp up production like turning on a tap.”
