It was great a 29-year journey but it’s time to step off the trail for Peter Sachs, general manager of Lowa USA. The 102-year-old outdoor brand announced a changing of the guard with the appointment of seasoned outdoor industry executive Lance Taylor as general manager. Taylor has worked at Salomon for 17 years, most recently heading the Outdoor National Business Unit. He brings more than 20 years of experience in the outdoor and performance categories, with a track record in brand strategy, marketing, and retail development. He will focus on strengthening Lowa’s market position and deepening its connection with both specialty retailers and consumers..
“Lance brings the experience, insight, and respect for the outdoor industry that will serve Lowa well as it enters its next chapter,” states Sachs. “I’m proud of what we’ve built and confident the brand is in great hands moving forward.”
“I’m honored to join the Lowa family and build upon the incredible foundation that Peter Sachs established in the U.S. market,” says Taylor. “Lowa’s unwavering commitment to quality, performance, and specialty retail has long earned my respect. I’m excited to lead the brand’s go-to-market strategy and help drive its next phase of growth in the U.S.”
Sachs launched Lowa’s U.S. operations in 1996. In fact, he was employee No. 1 of the Greenwich, CT, outpost. Over that time, he built the brand into a leader in the specialty retail market, championing the brand’s values of craftsmanship, performance, and long-term retailer relationships. He was renowned for his steady, controlled growth approach. He has always held the brand’s long-term health top of mind. There have been no detours off the trail with misguided category extensions or chasing short-term sales bumps at the expense of more stable, longer-term growth. Indeed, the key to Lowa’s longevity is consistency in its product, people, and passion for the outdoors.
“Over the last, almost 30 years Peter has built the Lowa business in the U.S. from scratch, having reached an all-time high revenue level last year,” states Alexander Nicolai, CEO Lowa Sportschuhe GmbH. “Today, Lowa in the USA is a brand well known for premium quality and exceptional dealer and consumer service. With a distribution at key specialty retailers, the appreciation of our brand amongst the retail landscape and with outdoor enthusiasts is exceptional. I personally want to thank Peter for his service and dedication to our brand for almost a lifetime.”
The leadership transition will take place over several months, with Sachs working closely with Taylor to ensure a seamless handoff by the end of the third quarter.
To learn more about Lowa’s staying power and Sachs’ rich outdoor market history read our 100th anniversary brand profile here.
Peter Sachs
