The history of Sportalm is deeply rooted in its origins and its home. Based in Kitzbühel, the brand has been thinking internationally while working regionally for over 70 years. What began as a small local knitting mill has grown into an internationally recognised fashion brand, while its heart continues to beat in Kitzbühel. This is where Sportalm is headquartered and where the Ehrlich family’s roots remain firmly anchored.

The brand’s success is built on a clear set of values: quality, joie de vivre, and a strong sense of home. These principles are paired with passion, openness to change, and the courage to embrace new trends while staying true to its identity.

Connectedness
For more than seven decades, Sportalm has operated from its home base in Kitzbühel. As a family-run business, the brand takes a long-term, generational approach, making decisions with care and responsibility. Its close connection to tradition and heritage creates the foundation for creative freedom — giving the brand the confidence to explore new paths while remaining grounded in its origins.

Devotion
A deep love for craftsmanship defines every Sportalm collection. Decades of manufacturing expertise, combined with a passion for premium fabrics and meticulous detailing, shape each design. Handcrafted embroidery and appliqués, distinctive prints, innovative materials, and functional design elements are integral to every piece. For Sportalm, evolution is essential — because change fuels creativity.

Future-Oriented
Sustainability has always been a guiding principle of the brand’s approach. Sportalm produces its collections almost exclusively in Europe, primarily within its own production facilities in Bulgaria. Today, the brand is available worldwide through online channels and a network of stores located in Kitzbühel, Vienna, Salzburg, Sylt, Munich, Moscow, and Taipei.