Temu helps Austrian lederhosen brand reach a wider audience
Alpenlife, a leather goods brand from St. Johann, Austria, is using Temu to bring traditional clothing from the Alpine region to fashionistas all over Europe. (Ad)
Traditional clothing like lederhosen and dirndl is a hot fashion item in any “Festzelt” during September and October. But Austrian entrepreneur Vasileios Malakontas always thought that traditional clothing shouldn’t be just for those special occasions. “It’s part of a culture and identity—something you can wear with pride in daily life”, he says. That is why he founded Alpenlife in 2013, a small leather goods brand based in the Alpine region of St. Johann, Austria.
With a selection of lederhosen, belts and leather accessories, the small business turned to Temu in early 2025 to reach a wider European audience. Today, Germany is Alpenlife’s largest market, followed by Austria, Switzerland and the Benelux region. “Since launching on Temu, our product views and orders have increased by approximately 35 per cent,” Malakontas says. “We’ve reached many new customers who are price-conscious but still value quality.”
A modern path for traditional craft
Especially in Austria, traditional garments are seeing a resurgence among younger men and women, with 14 per cent of 16 to 29 year olds saying they even like to wear it in everyday situations, according to a survey by Market. But within the market for traditional garments, particularly lederhosen, there was a major void. Customers were faced with two choices: pay a lot for a famous brand or buy something inexpensive that quickly fell apart. Alpenlife set out to close this specific gap—to provide high-grade, well-crafted, yet accessible Lederhosen.
“Our goal was to create pieces that feel rooted in tradition without being restricted to special occasions”, says Malakontas. His company uses naturally tanned materials and certified dyes, aiming for consistent quality across seasonal and year-round models. Design and product development take place in Tirol, while manufacturing is carried out by long-term partner facilities outside Austria.
Finding success on the small screen
“Working with Temu feels fast, modern, and flexible—qualities that suit smaller brands particularly well”, says Malakontas. Temu’s Local Seller Program has opened to sellers in more than 35 countries worldwide and the company envisions that up to 80 per cent of its sales in Europe will come from local merchants and fulfillment. Its model offers a low-cost, high-visibility environment that promotes sellers delivering strong value and service while giving consumers a wider range of choices.
Vasileios Malakontas values the guidance he and his brand get from Temu’s teams on photo presentation and listing clarity, which helped improve how their products appear on mobile screens. For Alpenlife, connecting Alpine culture with modern shopping habits remains a central focus. “The most important thing is offering a good product and keeping your promises,” says Malakontas and adds, “Success on Temu rests on three principles: honesty, communication, and fast shipping.”
Learn more on how Temu is enabling sellers to grow in this video:
