Founded in Germany in 1935, it is a forefront of European mountaineering and outdoor sports brand. It is affiliated to the Italian OBERALP Group and has a professional outdoor brand with product lines in the fields of mountaineering and rock climbing.

In 1935, JOSEFLIEBHART, President of the German Horse Harness Association, founded SALEWA Germany Co., Ltd. in Munich. In 1998, the Italian OBERALP Group injected Italian elements into SALEWA's German ancestry, and "half the weight double the strength" made it an innovator in mountaineering adventure equipment. No matter where you are in the world, combining the experience of professional athletes in exploring the extremes, using high-tech fabrics and technologies to develop trustworthy all-weather and full range of functional products to provide explorers with safe and comfortable protection.

Brand History

1935: SALEWA was founded on July 8, 1935 and is founded by Mr. Josef Liebhart, President of the German Harness Association. In German, SA means horse harness, LE means leather utensils, and WA means supplies;

1940: The financial reform on June 21, 1948 brought a new beginning to the western Germany and the SALEWA brand. The main products at that time were camera bags, backpacks, leather footballs, motorcycle oil tank bags, ski poles made of hazel wood, etc.;

1955: SALEWA not only developed an excellent mountaineering adventure backpack, but also supported Mr. Hermann Huber to lead a multinational expedition team to complete the expedition in the Andes. Mr. Hermann Huber later served as the management director of SALEWA;

1960: During this period, the fully adjusted crampons developed and manufactured by SALEWA redefined this type of product and became one of the successful products of SALEWA at that time. The spiral ice cone developed and manufactured by SALEWA has also become a cutting-edge brand of equipment in the alpine field, and this invention is still an industry benchmark;

1979: The winged eagle officially became the registered trademark of the SALEWA brand, and since then it has become a symbol of the quality and performance of SALEWA products. At the same time, the breakthrough SIERRA dome tent was launched simultaneously in the market;

1985: Joining forces with explorers Reinhold Messner and Kurt Albert to allow a large number of creative inventions to be tested in actual combat on the expedition;

1990: Italian importer Heiner Oberrauch and his Oberalp Group officially took over the management of the SALEWA brand. The brand’s headquarters moved to Bolzano, Italy;

1994: The Helium helmet developed is a lightweight helmet that fully demonstrates the characteristics of SALEWA products - "half of weight, double strength";

2001: "Half weight, double strength" became the standard for SALEWA product development. After that, SALEWA focused on the research and development of ultralight products, and in 2001 developed an ultralight product series, such as: a Sub 33 carabiner weighing 33g and an ultralight jacket weighing less than 350g;

2002: The first retail store opened in Finale Ligure;

2003: SALEWA continues to expand and set up subsidiaries in France and Spain. At this time, mountaineering and outdoor brands bloomed everywhere in the European market and launched a strong export offensive;

In 2005: SALEWA began to develop a brand new category: shoes;

2007: In order to better meet the needs of North American market, SALEWA set up branches in Boulder and Colorado respectively. At the same time, SALEWA has also made key decisions in other important export markets. In South Korea, the core market for Asian outdoor equipment, SALEWA and local partners have worked together to open 44 stores, followed by 16 more. In Poland, a market with a long tradition of alpine sports, SALEWA has established a local branch;

2011: Create a new headquarters of SALEWA Group in Polzano, Italy, with a rock climbing hall, central warehouse and office area;

2015: At the 2015 summer product launch conference, SALEWA released a brand new brand identity and design concept to consumers around the world;

2016: Signed a strategic agreement with Tutu Outdoor and granted Tutu Outdoor exclusive operation rights in China.