In the photo: Elena Colombo, new brand manager of LaMunt
LaMunt, the premium mountain sports brand “by women for women” born in 2020 within Oberalp Group from an idea of Ruth Oberrauch, announces an important change of leadership. Starting from October 1st, it will be Elena Colombo, already commercial director of the brand, to lead its strategy and development as brand manager.
Passing the baton is Ruth Oberrauch, who since June 1, 2026 has assumed the presidency of the entire Oberalp Group, succeeding her father and founder of the group Heiner Oberrauch. Ruth, who founded and led the brand from its early stages, is stepping down from the operational management of the brand to focus on the strategic coordination of the group – which controls, among others, Salewa, Dynafit, Pomoca, Wild Country, and Evolv – continuing to oversee its evolution from the new role of president.
Elena Colombo, with years of experience in the luxury and accessories segment with particular expertise in the APAC area, now combines the skills that have allowed her to develop a 360-degree vision on retail, multichannel distribution, and positioning with her personal and authentic passion for the mountains and outdoor sports. A sensitivity that naturally brings her close to LaMunt’s target audience and the principle “by women for women” that has always guided the brand’s choices. An approach that also translates into the desire to grow a community of women united by the same passion, through listening, comparison, and sharing experiences. Where the mountain is not considered a place of performance, but an expression of a lifestyle, where functionality and sophisticated aesthetics meet in a new way of interpreting outdoor styling. 
Statements
“Elena knows LaMunt from the inside: she has contributed to building the commercial strategy from the beginning and deeply shares the values and vision”, states Ruth Oberrauch. “I am certain that she will lead LaMunt in the next phase of growth with the same energy and authenticity with which she has lived these years by our side in the commercial direction”.
“LaMunt is a project in which I deeply believe, both personally and professionally: the mountain is part of my life and represents a territory that I have known and lived in forever”, affirms Elena Colombo. “Taking over from Ruth represents a great responsibility for me and, at the same time, an extraordinary opportunity. My goal is to accelerate the growth of LaMunt, making its identity increasingly distinctive: a premium brand, designed by women for women, capable of interpreting the mountain through a contemporary language that combines performance and style”.
