Traditional brand on the rise

Maul Sport, one of the great traditional German outdoor brands, has been making a name for itself again for some time. For more than 70 years, the Munich-based company has been known for its exceptional tailoring of outdoor textiles. While it had been somewhat quiet around the brand in recent years, at the latest since the takeover in 2018 by the new managing director Firuz Hamidzada, things have been steadily on the up. "We can report growth rates of 20 percent and more in every year," he said. "We are already quite happy with that, but we know about the enormous potential and quality of the Maul brand. We want to expand further."  The growth figures underline the company's ambitions. Firuz Hamidzada leaves nothing to chance in the further development of the brand. Thus, a new logo was created to make the future reorientation of the brand visually recognizable. "Maul - Munich Outdoor Wear since 1948" refers textually within the new logo to the long tradition of the family-owned company. The claim to the realignment "Wear the love of nature" emphasizes the passion of the outdoor outfitter from Bavaria.

And even if currently no member of the Maul family is leading the fortunes of the company, the current company owner Firuz Hamidzada wants to continue the company in the sense of the family despite all the will to innovate. "I feel part of the family since I joined the company 18 years ago. In the years I have been with the company, I have worked my way up, bit by bit, through various stations. I took over the company at a time when it was not doing well economically," says Firuz Hamidzada, describing his attachment to the Maul Sport brand. "Because I've been with the company for so long, I think like a Maul child, even though we're realigning ourselves. For me, it remains a family business, which I would like to lead into a secure future."

This path to the future has so far successfully approached the brand. In addition to the visual impact of the new logo, work has also been done on the cuts and colors of the new collections. The result is modern designs that should appeal to even more outdoor enthusiasts. "We are addressing the normal trekking and mountain sports enthusiast, not extreme mountaineers," says Managing Director Firuz Hamidzada, explaining the brand's focus. In addition to the stylish rejuvenation (target group 30plus), however, Maul Sport does not want to forgo its brand essence in terms of quality requirements for the material in the future. Thus, the in-house membrane "Megatex" impressively underlines the technical capabilities of the German manufacturer. With a vapor permeability of 30,000 MVTR and a 30,000 mm water column, it is qualitatively above the market average. Ideal for collections in the trekking and touring sector. This quality earned Maul Sport the SAZsport Award "Best Manufacturer" in the outdoor/water sports category in 2021. This year, the Munich-based brand can also look forward to an award. Maul Sport was awarded in the context of the German Brand Award in the category Sports and Outdoor Goods.

Also in terms of quality assurance, Maul Sport leaves nothing to chance. The traditional Bavarian company has been working with production partners in China, Vietnam, Taiwan and Poland for many years. The partnerships go beyond pure production. For example, Maul Sport is directly involved in the factory in Vietnam. This is run by Sandro Maul, one of the family members. In Vietnam, but also in the other manufacturing plants, the German brand pays attention to fair working conditions and wages and is also in a constant development process with regard to recyclable materials. The topic of sustainability is also a focus at Maul Sport. Here much is in motion, at many adjusting screws is turned, also production capacities in Europe are examined.

An additional quality feature will continue to receive attention in all new collections - the well-known Maul fit in pants. Here you have been able to build a real name in the DACH region in the 70 years of existence. Short and long sizes and oversizes remain just like intermediate sizes in the repertoire of the brand Maul Sport.

The traditional tailor wants to use the OutDoor trade fair to make the new orientation visible. With a booth reminiscent of an alpine hut, the Munich outdoor clothing offers, in addition to the permanent showroom at the MOC, a pleasant setting to present its latest apparel ideas for summer 23 to trade visitors from industry and commerce.

Thereby, Managing Director Firuz Hamidzada once again makes clear how important the stationary retail trade is to him in his sales strategy: "The retail trade remains an important partner for us with its specialists on the floor. Both its stationary, as well as offers via the online stores of the respective retail partners are important for us in the course of our customer journey strategy." To further promote the brand, Maul Sport is seeking retail partners throughout the DACH region. "In Germany and Austria, we are already working well with retailers through our distribution, but we would like to achieve even more visibility on the ground there as well. For Switzerland, on the other hand, we are in a sense building a new network and are urgently looking for retail partners."

Who would like to visit Maul Sport at OutDoor by ISPO in the MOC, will find the brand at place H2.203.