Lowa Boots is moving to Salt Lake City.

The U.S. relocation of the German footwear brand’s headquarters from Connecticut, where it has been based, is part of the new strategy of its parent Tecnica Group’s plan to elevate high-potential outdoor and performance brands.

The relocation is expected to occur in spring 2026, with warehouse operations moving later in the year. LowaA operations during the course of next year will be integrated into Tecnica Group US., which will create a “more cohesive business platform” that also allows for greater collaboration and innovation cross Technica’s portfolio of performance brands. Lowa said the primary focus for the next 6 to 12 months will be ensuring a “seamless transition” for employees, partners and customers.

“Lowa has an incredible legacy and reputation among outdoor enthusiasts for uncompromising quality,” Alexander Nicolai, Lowa Sportschuhe GmbH’s CEO, said. “This next phase represents a strategic investment in the brand’s future bringing it closer to consumers, enhancing our U.S. operations, and setting the stage for sustained growth in the years ahead.” He added that Lowa U.S. is “well-positioned to strengthen its presence” in one of the world’s most dynamic outdoor markets.

Along with the move, Lowa will start its next chapter under new leadership. Lance Taylor, a 17-year veteran of Salomon, was named general manager of Lowa USA this past May. He succeeded Peter Sachs, who launched Lowa’s U.S. operations in 1996 and over the past three decades, built the brand in the U.S. specialty retail market.

“Lowa has a remarkable history built on craftsmanship, performance, and trust,” Taylor said. “As we look ahead, our goal is to build on that legacy while bringing fresh energy, innovation, and connection to the U.S. market. With the support of Tecnica Group, we’re poised to expand our reach and continue delivering the quality and performance that define the Lowa name.”

Taylor told Footwear News that as the next chapter is about growth, the move to Salt Lake City “immerses us in the heart of the outdoor industry, paving the way for enhanced collaboration and putting us in the midst of an excellent product testing ground.”

Taylor also said the plan for product strategy for the U.S. consumer will be on fine-tuning range selection, sharper consumer profile targeting and more wholesale collaboration. In addition, the general manager said there are plans for “stronger collaboration with Germany on product development for the U.S. market,” particularly as Lowa U.S. takes a closer focus on the outdoor recreation category in the U.S.

He also noted that while Germany will be executing much of the product innovation at the brand headquarters, the U.S. group will work on communicating a “market inclusion” strategy for the American market.

Lowa specializes in trekking and outdoor shoes. The footwear brand, founded in 1923, is based in Jetzendorf, in Upper Bavaria. It also has received ISO 9001 status for high-quality construction and process standards. The Lowa certified tactical boots are also made to comply with the European Union’s PPE standards.

Tecnica was founded in 1963 by the Zanatta brothers, who remain the majority stakeholders, and is best known for its legendary Moon Boot, pioneering the first double-injection plastic ski boot. The company global firm has 10 subsidiaries, with more than 40 distribution partners across 80 countries. Tecnica’s primary headquarters is in Giavera del Montello (Treviso) in Italy. In addition to Lowa — it was acquired by Tecnica in 1993 — and Moon Boot, other brands in its portfolio include Tecnica ski boots and footwear, Nordica skis and boots, Blizzard skis, and Rollerblade inline skates. Tecnica in April named former Adidas executive Andrea Dorigo as its new CEO.

The new strategy comes at a time when the outdoor sector is undergoing change. Trade show groups have been grappling with how to adapt to changing consumer participation in outdoor sports activities. Retailers such as REI and Orvis have disclosed store closings, while tariffs and trade issues have impacted how specialty chains need to rethink — and maybe even retool — operations to stay relevant and maintain profitability.

Earlier this month, Outdoor Retailer reimagined its trade show with a new agenda and a new stomping ground as it moves operations to Minneapolis from the Salt Palace Convention Center in Utah. Joining the effort is outdoor industry veteran and former Lowa general manager Pete Sachs.