The Oberalp Group presents LaMunt
Women are no longer just a minority when it comes to mountain sports and now a new brand is breaking into the outdoor scene focusing on women’s real needs.
Ruth Oberrauch opens a new chapter in Oberalp and founds LaMunt, a top-of-the-range mountain sports brand created by women for women, with a fresh look at the women’s experience in the mountains. The brand’s first spring/summer collection, part of the Oberalp Group’s House of Brands, will be presented to retailers in 2021 and will be available online and in selected shops from January 2022.
A decision that goes beyond the news and looks to the future, that of the South Tyrolean Oberalp Group which, in such a complicated period for the whole world, decides to invest in a new brand and does so by focusing on women, starting from the team – all-female – to arrive at a collection capable of expressing and responding to the real needs of this market niche.
The high-end brand is the group’s response to the growing number of women who practice mountain sports and who are looking for clothing that meets their needs, without compromising on functionality. This trend of women active in the mountains further confirms the stability of sales of women’s clothing products in the Oberalp Group. A recent study on the relationship between women and mountain sports – commissioned by Oberalp from the Karmasin Behavioural Insights Behavioral Research Institute in Vienna – showed that the functionality of mountain sports clothing and equipment is essential for women.
“Our brand is aimed at confident and authentic women who experience the mountains as a personal and intimate moment. Each in their own way. Women who want to express their personality even when they are active in the mountains,” explains Ruth Oberrauch, founder and creative soul of the brand. No matter the level of training or how much you want to push yourself beyond your limits, what really counts for LaMunt women is living their passion freely and communicating their individuality without having to give up the technical aspect.