Seamless Xtra’s Paula Hallentuch interviews Christian Kettl – Head of E-Commerce at LOWA Sportschuhe GmbH.
Christian has extensive experience spanning over 10 years in fashion and sporting goods. LOWA Sportschuhe GmbH, based in Jetzendorf near Munich, Bavaria, is a leading brand in mountain and outdoor footwear in Germany, Austria and Switzerland, producing all shoes in Europe. Since 1993, LOWA has been part of the Italian Tecnica Group.
Christian discussed their strategic shift to a direct-to-consumer model. He emphasised the importance of customer centricity, highlighting that understanding end customers enhances their ability to serve B2B clients effectively. By expanding online sales and utilising marketplaces, LOWA aims to attract new customer segments and leverage data from these channels to refine their products and services.
The interview also touched on LOWA’s commitment to sustainability, which has been a priority for several years. The company has established a dedicated sustainability department and emphasises transparency in sourcing materials, with all products manufactured in Europe.
Looking ahead, LOWA envisions a future where e-commerce thrives through an omnichannel approach. They believe physical stores will remain essential, and that providing a cohesive omnichannel experience will be critical for consumer satisfaction. Additionally, they see social media commerce as a significant emerging trend in the coming years.
