VAUDE is an outdoor equipment and apparel company known for its high-quality, sustainable products designed for hiking, biking, climbing and other outdoor activities. Based in Tettnang, Germany, VAUDE has grown from its humble beginnings in 1974 as a sewing workshop to become one of the leading outdoor brands in Europe. But is VAUDE truly a German brand? Let’s take a closer look at the origins, ownership, manufacturing and ethos of VAUDE to determine if it can rightly be called a German brand.
VAUDE’s Origins in Germany
VAUDE was founded in 1974 by Albrecht von Dewitz near Lake Constance in southern Germany. The location near the Alps and other outdoor recreation areas inspired Albrecht, an avid skier and outdoorsman, to start a sewing workshop making backpacks and products for ski touring. The company was named after Albrecht’s grandfather, Ernst Vaude, continuing the family name.
In the early years, VAUDE focused on making backpacks, tents and sleeping bags, catering to the growing numbers of outdoor enthusiasts in Germany’s hiking, climbing and skiing communities. The high quality and innovative designs of the packs quickly earned VAUDE a reputation for excellent craftsmanship and functionality.
Throughout the 1970s and 80s, VAUDE expanded its product line to include cycling apparel and packs as cycling gained popularity. In the 1990s and 2000s, VAUDE continued to grow and cement its status as a leading outdoor brand in Germany and across Europe. The headquarters remain in Tettnang, maintaining the brand’s German roots.
VAUDE’s Ownership Has Stayed in the von Dewitz Family
VAUDE remains a family-owned company nearly 50 years after its founding. Ownership has stayed within the von Dewitz family the entire time.
Founder Albrecht von Dewitz managed the company until 2000 when his son, Antje von Dewitz, took over as CEO and owner. Antje stampeded VAUDE’s push for sustainability and environmental responsibility which has become a core part of the brand’s identity today.
In 2020, Antje transferred 65% of VAUDE’s shares to the independent VAUDE Foundation to ensure the company’s independence and environmental focus remain intact for future generations. The von Dewitz family continues to hold a stake in the remaining 35% of shares.
The fact that ownership has stayed within the German-based von Dewitz family for over four decades underscores VAUDE’s heritage as a German company. Most brands end up getting sold to large conglomerates and losing their local ties. VAUDE resisting this fate shows its commitment to its German identity.
VAUDE Maintains Extensive Manufacturing in Germany and Europe
In addition to German ownership, VAUDE maintains significant manufacturing operations across Germany and Europe. 25% of VAUDE’s products are manufactured at the company headquarters in Tettnang. VAUDE emphasizes that the technical expertise required for its high-performing packs and apparel necessitates local production in southern Germany. The “Made in Germany” label remains a sign of quality for VAUDE’s more technical products.
The remaining 75% of VAUDE’s products are produced in factories across Europe. The biggest production sites are located in Vietnam, China, Cambodia, Bangladesh and Serbia. VAUDE maintains strict monitoring of working conditions and environmental standards at all its partner factories. By keeping production in Europe instead of outsourcing to Asia and beyond, VAUDE retains control over quality while supporting local European economies.
The emphasis on European production keeps supply chains relatively short compared to most outdoor brands which outsource extensively to Asia. VAUDE’s choice to keep a majority of operations in Germany and Europe demonstrates its alignment with German and European stakeholders rather than prioritizing lowest costs like foreign multinationals.
VAUDE Embodies German Environmental Values
VAUDE’s commitment to ecological sustainability stems from deeply-held German attitudes toward environmentalism. VAUDE executives frequently cite Germany’s strong environmental values as shaping the brand’s direction. VAUDE reports integrating sustainability into its business practices earlier and more completely than competitors in other European countries.
Specific sustainability practices at VAUDE reflecting German environmental ethics include:
- Using recycled and Bluesign-approved materials in its products
- Eliminating all PFC chemicals by 2020
- Offers comprehensive repair services to extend product lifespan
- Powering facilities with renewable energy
- Setting science-based targets to reduce greenhouse gas emissions
- Environmental audits and training for suppliers
- Transparency around supply chains and manufacturing practices
This holistic integration of sustainability into VAUDE’s operations demonstrates how German brands like VAUDE are leaders in the outdoor industry’s movement toward eco-responsibility. VAUDE’s environmental values and initiatives closely mirror the ideals of German culture.
VAUDE Upholds High Quality Standards Associated with German Brands
VAUDE has a reputation for high-quality, durable and well-designed products that live up to the stereotype of German engineering and manufacturing prowess. VAUDE’s technical products especially, like its hiking backpacks, tents and cycling apparel, are regarded as among the best in the industry.
Attention to detail, extensive R&D and rigorous testing enable VAUDE to consistently achieve excellent quality and functionality. Additionally, ensuring local German and European production for technical items allows close oversight over production and materials. These practices reinforce the perception of VAUDE as a quality, performance-focused brand befitting its German roots.
While not handmade, VAUDE goods exceed expectations at their respective price points, appealing to value-conscious German sensibilities for products that are well-made but not extravagant. The combination of technical excellence and fair prices makes VAUDE a quintessentially German brand.
Conclusion
In summary, VAUDE clearly meets the criteria of a German brand based on its origins, family ownership, manufacturing, cultural values and quality standards. While VAUDE has grown into an international company, its German heritage remains a critical part of the brand’s identity. VAUDE’s choices to keep ownership domestic, production in Europe and uphold environmental ideals demonstrate its alignment with German culture and priorities. For these reasons, yes, VAUDE deserves to be considered a true German brand. The company’s commitment to its German roots has shaped VAUDE’s evolution into one of the most respected names in eco-friendly outdoor gear.
