Giuseppe De Biasi Appointed General Manager Operations at LOWA

Jetzendorf, July 13, 2026 – Giuseppe De Biasi has been appointed General Manager Operations at LOWA Sportschuhe GmbH. In this role, he will be responsible for design, product development, production and central corporate functions. Together with Andrea Dorigo, CEO of Tecnica Group and LOWA, and Marco Pirani, General Manager Commercial, he will form the company’s management board.

Giuseppe De Biasi brings many years of leadership experience and has successfully managed operational organizations and transformation processes across a variety of international markets. Most recently, he served as General Manager Retail Greater China at Luxottica.

“He combines extensive international management experience with strong operational expertise, strategic vision and comprehensive knowledge across the entire value chain. With his experience, Giuseppe De Biasi will provide important impetus for LOWA’s continued development and make a valuable contribution to achieving our strategic objectives,” says Andrea Dorigo, CEO of Tecnica Group and LOWA.

De Biasi succeeds Alexander Nicolai, who had been with LOWA since 2014 and played a key role in shaping the company. Among other achievements, he was responsible for expanding LOWA into new product categories and market segments. “Over the past years, Alex has made a significant contribution to LOWA’s positive development. We sincerely thank him for his commitment and wish him all the best for the future,” says Andrea Dorigo.

With this appointment, LOWA continues to consistently pursue its strategic objectives. These include the further development of the product portfolio and the expansion of the company’s position in existing and new market segments, supported by the rollout of the new brand identity introduced in April 2026. “

LOWA is a strong brand with an impressive history and great potential for the future. I am excited to work together with the team to continue the company’s successful development and actively help shape its next growth phase,” says Giuseppe De Biasi.