From a small workshop in Munich to an international mountain sports brand. The voices of those who shaped the history of the Oberalp Group—and those who are defining its future.
The Roots
Salewa’s journey began in 1935 in Munich, when Josef Liebhart founded a business specializing in leather goods and saddlery. That’s where the original name came from: SA-LE-WA, an acronym for Sattler- und Lederwaren. What started as a local artisan workshop has grown into a globally recognized brand in the world of mountain sports.
From early products like adjustable crampons, the now-legendary Andes expedition backpack, and the Helium helmet, the company has continued to create technical alpine equipment that blends traditional materials with cutting-edge design. Salewa maintains high environmental and social standards, while staying deeply committed to regional identity, quality, and value.
From Bavaria to the Dolomites
In the mid-1980s, Heiner Oberrauch—now President of the Oberalp Group—recognized the potential of fleece, a new material from the USA: lightweight, breathable, water-repellent, and thermally efficient—ideal for mountaineering. At the time, he and his brother were running a large sporting goods store in Bolzano. He was the one who brought Salewa to South Tyrol, when it was still focused solely on equipment, and helped transform it into the brand we know today. He suggested that Salewa develop its first fleece apparel line, marking a new era in the company’s history. This led to the creation of the now-iconic Polarite fleece pullovers—functional, colorful, and perfectly aligned with the 1980s style—a huge success, now celebrated through the special “90 Years Anniversary Collection”.
In 1990, Heiner Oberrauch acquired Salewa and relocated its headquarters to Bolzano. Since then, the brand’s heart has beaten at the center of the Dolomites. Salewa also became the first brand in the Oberalp Group portfolio, which today includes six international brands focused on mountain sports.
A Strong Identity Rooted in the Alps
“Pure Mountain – Engineered in the Dolomites” is more than just a tagline—it’s a statement of intent. Salewa’s headquarters in Bolzano, with its iconic architecture and indoor climbing gym, represents the beating heart of a vision that merges innovation, place, and alpine culture.
Today, Salewa is much more than a manufacturer of technical gear. It’s a brand that promotes a mountain lifestyle based on respect for the environment, the value of shared experiences, and a deep connection to its territory.
Looking Ahead, Inspired by the Past
For the Oberrauch family, true legacy means building a sustainable future to pass on to the next generations. Salewa’s mission goes beyond product performance and aesthetics: it is built on authentic values, a capacity to innovate without forgetting its roots, and a desire to inspire everyone who engages with the mountains—at any level.
The Anniversary
To celebrate this important milestone, Oberalp hosted a special event for the international press. The journey began in Bolzano and continued to Tiers, where the Oberrauch family’s historic farmhouse is located. Here, the founder retraced the company’s 90-year journey. The next day, the group hiked to a mountain hut in the heart of the Dolomites—a unique opportunity to meet those who shaped Salewa’s history and those who are driving its future.
“The moments I remember most fondly are those shared with the community, more than individual product innovations. It’s the collective experiences that move me the most. Another important aspect has been watching young people grow within the company, take on responsibilities, and develop their own personalities. Of course, there have also been some key milestones on the product side: the launch of our footwear line, and the opening of our new headquarters in Bolzano and Kiefersfelden. But perhaps even more important was the shift in mindset — the new logo, and the repositioning of the brand under the concept of “progressive mountaineering”. We’ve tried to stay true to our roots — the mountains — but also to transform that heritage into something relevant for a new generation. That has been a fundamental transition.”
Heiner Oberrauch, founder di Oberalp
On Outdoor Magazine 09, the interview to Heiner Oberrauch, founder of Salewa, Christoph Engl, ceo Oberalp Group, Stefano Rainer, Group Chief Sales Officier, Ruth Oberrauch, Vice President
