Strolz Reloaded

After a short respite, Strolz, a fixed point among Lech’s most long-standing companies, is now once more on the up. For more than 100 years, Strolz has been providing athletes, holidaymakers, and locals with all the fashionable clothing and tailor-made ski boots they could possibly need for their adventures on the slopes. We wanted to know more about this reboot and asked Olivia Strolz, fourth-generation director, for an interview to talk about turbulent times, new challenges, and tried tradition.

L.L. / In our last interview more than two years ago we spoke about transformation and tradition at Strolz. What has changed since then?

O.S. / A lot! You could even say nothing has stayed the same. We used the time of the pandemic to transform and shake things up to better adapt to what the future might look like. Not an easy step, but a necessary one that cost us a lot of sweat, blood, and tears. The company structure saw the biggest transformation here: when I first got on board at Strolz, the company belonged to eight family members. During the pandemic I paid out my father and the other partners. Which means that I invested in my own company. Could we have returned Strolz to the top in a team of two?

Maybe! But in order to better face the challenges of where our path should lead us, we decided to get external entrepreneurs on board. I must admit that that was not an easy decision. Anyone who has every worked in a family-run company will tell you that a step like that bears risks, too. However, these were risks we were willing to take, provided that we continue to have 50 percent ownership of Strolz.

L.L. / The Covid chapter certainly isn’t an easy topic, but in every crisis there is also opportunity. What new perspectives have opened up for the company?

O.S. / Thanks to the involvement of external partners we drew in a lot of new know-how. That’s a huge added benefit that goes beyond mere financial investment. Let’s take our big e-commerce project in the ski rental area, which we kicked off last year: Strolz always used to be firmly rooted in one spot and now the company has a solid digital presence, too. We used to have an online booking rate of under five percent and now we’re at 20 percent in the first year.

By focusing even more on our online presence via our online shop, we want to offer our customers excellent quality, great service and the latest trends year-round, not just for the few weeks they actually spend in Lech. It’s all about offering our customers a Strolz customer journey that isn’t dependent on a specific place or time but very much focused on their needs.

L.L. / Without its lead role in fashion and service, Strolz wouldn’t be Strolz. How has the fresh start influenced tried tradition?

O.S. / Customers can now book ski equipment online in advance or order matching outfits and accessories via a digital portal. We then prepare the items in the stationary shop for the customers to try on and take with them without long waiting times – which makes things faster and more efficient. Many of our guests want to start their adventure on the slopes as quickly and conveniently as possible, and our new service allows us to meet this wish in the best possible way. This takes our service to a whole new level, while maintaining the same high quality of the products, of course.

L.L. / What’s the advantage in buying one’s ski fashion and equipment in Lech or when already on holiday?

O.S. / Many of our guests come to the shop to look around and get inspired or to say hello to one or the other familiar staff member. It's not so much about buying something, but more about having a relaxed time. Those who come to us want to be seduced by the products, the service, the hospitality - simply by everything that preserves the beautiful holiday atmosphere. Once you have fallen in love with an outfit or accessories, for example, it is this souvenir that brings back the emotions of the holiday once you’re back home.

Holidaymakers are not just here to buy a product, but rather for an experience whose memory promises to slow down their stressful everyday lives. Another advantage is, of course, that you never know what the weather or local conditions will be like. We offer our guests a wide range of suitable gear - from sporty-functional to fashionable-technical, with a variety of brands - there is always something for everyone. And thanks to our competent sales staff, you can be sure to get both what you are looking for and what you need!

L.L. / This past up- and downhill ride must have left its marks on your private life. How important was it for the family to stick together during those difficult times and would you say that extreme situations like these bring out the advantages or rather the disadvantages of working in a family business?

O.S. / Obviously both. It was impor-tant for us to agree as a family, to agree that we definitely wanted Strolz to continue. Giving up was never an option and the family members having each other’s back was an important factor when it came to finding the best possible solution. Especially during turbulent times, however, you also need to think and decide fast, which is why reducing the number of family members with an operative role at the helm of the company was an essential step for the future.

L.L. / The dark clouds have gone, and you have a clear view of the summit once more. What are your plans for the company’s future?

O.S. /At this point we are mostly faced with strategic questions. One of which certainly deals with the digital development at Strolz which is supposed to tie in with the stationary area that has been very successful so far. We really have great customers who have known us for years and place a great deal of trust in the Strolz brand. How can we better keep in contact with these customers? How can we be of service to them 52 weeks of the year? Those are the questions we want to answer in the future and the solutions we want to find to make us and our guests happy.