Marco Pirani Appointed General Manager Commercial at LOWA

Jetzendorf, 18 March 2026 – LOWA Sportschuhe GmbH is expanding its management team with the appointment of Marco Pirani as General Manager Commercial, a newly created position effective March 2026. With this step, LOWA continues to drive the international development of the brand.

In his new role, Marco Pirani will be responsible for LOWA’s entire commercial organization, including sales, marketing, all international markets, and the company’s subsidiaries in Austria, Switzerland and the United States. Pirani brings extensive international experience from senior leadership roles at Benetton Group, Clarks, Geox, Artsana Chicco and Luxottica, which he will now contribute to his role at LOWA.

“LOWA is a strong brand with tremendous global appeal. I am very much looking forward to working with the team to further advance the company’s commercial development, expand international markets and sustainably strengthen collaboration with our retail partners worldwide,” says Marco Pirani.

The newly created position of General Manager Commercial is part of an organizational evolution at LOWA. The aim is to clearly bundle responsibilities, accelerate decision-making processes and further strengthen the brand strategically within the group structure of majority shareholder Tecnica Group.

As part of this, Andrea Dorigo, CEO of the Tecnica Group, will also assume the role of CEO at LOWA Sportschuhe GmbH. Operational responsibilities will remain under the leadership of Alexander Nicolai, who continues to be responsible for design, product development, production and central corporate functions as General Manager Operations.

With this new management setup and the continued support of Tecnica Group, LOWA looks into the next chapter of its development with renewed passion and enthusiasm as one of the most loved brands in outdoor.