To Make Sure Your Boots Don't Pinch: Achieve the "Perfect Fit" with BOOTDOC
In 2011, WINTERSTEIGER expanded once again and acquired a majority stake in BOOTDOC Handels GmbH in Liezen. The well-known Styrian company was a recognized specialist in insoles, sports socks and stockings, foot analysis systems, and foam liners for boots.
Founding of BOOTDOC
BOOTDOC was founded back in 2003: Two employees of an Austrian ski boot manufacturer went into business for themselves to realize their vision of the perfect boot fit. The first product was a combination of a foot analysis device and a 3-axis milling machine for insoles. Next came the development of pre-formed insoles: At the time, BOOTDOC was the first company to offer insoles in various basic anatomical shapes on the sports market.
Benefits for Both Sides
With BOOTDOC, WINTERSTEIGER acquired a proven brand with well-established, high-quality products tailored to its own target customer group. This significantly expanded the product offerings available to specialty sports retailers. This is because “boot fitting”—as the individual customization of a sports shoe is called in industry jargon—is a valuable sales tool. In addition to the sports shoe itself—such as a boot—retailers can generate significant additional revenue through insoles and socks.
For BOOTDOC, the acquisition meant the assured further development of the successful brand and global sales through the WINTERSTEIGER customer network.
Within the WINTERSTEIGER Group, BOOTDOC insoles and sports socks hold a unique position: Although they are sold through specialty sports retailers, they are one of the few products that WINTERSTEIGER offers directly to end consumers.
Everything About the Foot
BOOTDOC is still based at the Liezen site. Andreas Lachinger, one of BOOTDOC’s two founders, serves as the business unit manager and oversees the further development of the products.