A KISS FROM KITZ.

The history of the Sportalm brand is closely linked to its roots and its home: Based in Kitzbühel, the company has been thinking internationally and working regionally for over 70 years. Founded as a small, local knitting mill, the family business grew into an international brand. Today, the heart of Sportalm still beats in Kitzbühel. This is where the company is headquartered and where the Ehrlich family has its roots. The formula for success: Values such as quality, joie de vivre and a sense of home are combined with passion and the courage to embrace trends and change.

CONNECTEDNESS

We have been working from our home base in Kitzbühel for over 70 years. As a family business, we have always thought sustainably for generations and make all decisions carefully. The connection to our origins with all its traditions gives us the space for creative designs and gives us the courage to always break new ground.

DEVOTION

We love what we do. Our decades of manufacturing expertise and our passion for high-quality fabrics and their creative processing down to the smallest detail are our claim. Embroidery and appliqués by hand, unusual prints, innovative materials and functional designs are part of every Sportalm product. Because change brings new ideas.

FUTURE ORIENTED

Our way of working has always been characterised by sustainability. Our collections are produced almost exclusively in Europe, for the most part in our own production facilities in Bulgaria. Our fashion is sold online and worldwide. Sportalm stores are located in Kitzbühel, Vienna, Salzburg, Sylt, Munich, Moscow and Taipei.

From Kitzbühel into the wide world. Our story.

1953

founded as a small, local knitting mill by Willy Kruetschnigg.

1968

Takeover by Kibek and expansion of the product range to include dirndls.

1973

The development of ski fashion takes its course, KR Franz Kneissl becomes a partner and owner.

1976

Wilhelm Ehrlich becomes Managing Director and successfully expands the company.

1979

Foundation of the first flagship shop in the centre of Kitzbühel under the management of Herta Ehrlich.

1980

Takeover by Wilhelm Ehrlich. Sportalm brings colour to traditional costume fashion and becomes a pioneer.

1986

Sportalm is authorised to use the Austrian national coat of arms in commercial transactions.

1996

Moda Sport is founded in Sofia, Bulgaria, as well as the company's own production facilities in Madan.

1998

Collaboration with the designers Marithé and François Girbaud. Development of the successful MFG Actlive line

2004

A new era begins. The brand portfolio is expanded to include the fashion sector. Strong growth follows.

2009

Opening of the flagship store in Vienna. Designed by architect Johannes Baar-Baarenfels, voted one of the 10 best shops in the world by the World Architecture Festival.

2010

Sportalm is honoured as Tyrol's best family business and Wilhelm Ehrlich is named Entrepreneur of the Year.

2013

Big anniversary celebration to mark 60 years of company history and the 70th birthday of company founder Wilhelm Ehrlich.

2014 The Grand Opening

Opening of the new headquarters in Kitzbühel. The innovative concept and the reference to nature reflect the company's values. The white, curved façade with its modern window fronts blends in perfectly with the backdrop of the Tyrolean Alps.

2018

BRAND [LIFE] AWARD

The aim of this award is to recognise decision-makers who have demonstrated leadership, consistency and sustainable action through their personal commitment and passion for the brand.

2019

Store openings in Innsbruck and Sylt

Opening of the showroom at Palais Wessely

Vienna's Palais Wessely in Argentinierstraße becomes an extraordinary home for the Sportalm collections.

2020

Ulli Ehrlich takes over the management of Sportalm.

The new Ulli Ehrlich collection line is presented

Introduction of the Home Collection interior line

Opening of Sportalm store in Salzburg

2023

Anniversary gala in an extraordinary location. Sportalm Kitzbühel celebrates its 70th anniversary and the 80th birthday of company founders Wilhelm and Herta Ehrlich at the Spanish Riding School in Vienna.

An award for (working) life: Entrepreneur of the year 2023

Sportalm Managing Director Ulli Ehrlich was honoured as Entrepreneur of the Year 2023 at the annual industry meeting of the Textile, Clothing, Footwear and Leather Industry Association.

Her formula for success: Courage, talent and commitment.

And, of course, the right amount of decisiveness.