Over 65 years ago, Josef Stöckli produced skis for his personal use and, subsequently, for his colleagues. As demand increased, he established Stöckli Skis. There were numerous ski manufacturers in Switzerland at this time and Stöckli Skis was just one of over 30 similar sized and even smaller manufacturers. Larger ski manufacturers such as Schwendener, Attenhofer und Authier flourished.

In 1967, Josef Stöckli decided to adopt a direct sales policy, which meant that all of the sports retail outlets became competitors. Despite this additional competition, the success of the Stöckli Ski can be attributed to innovation, the high quality of the product, the employees‘ dedication and the company's special distributorship strategy.

Every manufacturer clearly wanted to maximise their production capacity to its fullest and was therefore dependent on taking advantage of every possible sales outlet. This naturally led to extremely tough competition and meant that the majority of skis were sold only "on price". Price-cutting severely damaged the image of the "high-tech" ski and skis became a mass product. This was counter-productive, especially when one considers the level of innovation and the amount of investment within the ski industry that was channelled into ski development.

Stöckli realised, very early, that the company's success could not be based on a low and/or cut-price strategy but on coherence aligned with a fair price and performance policy.
Essential to this strategy was the establishment of a strong brand name. This meant that the words 'direct factory outlet' were erased from the Stöckli vocabulary over twenty years ago. Stöckli established eight branches and its ski production was sold only through these outlets. Since completion of the new ski production plant in Malters in 1986, Stöckli has increased its annual ski sales to the present level of 48'000 pairs.

In parallel with this growth, Stöckli has also become recognised for its unique selection of ski boots, ski bindings, ski-wear and latest fashion. The Stöckli range also includes snowboards, bindings and boots, cross country skis and accessories.

Stöckli highlights summer sport with its own range of bikes and has very quickly become a market front-runner (including racing). In addition to a wide range of products for inline-skate, running and trekking sports, Stöckli offers sport clubs the opportunity to profit from good and fair 'team sport' conditions, e.g. printing of track suits, T-shirts, jerseys, etc.

Entry into the Ski World Cup generated greater demand for Stöckli Skis which necessitated an expansion of Stöckli's sales front. Stöckli met the challenge by establishing a selective distributorship in the most important ski resorts in Switzerland. Stöckli Skis remained true to its principle of "quality comes before quantity". It has enabled Stöckli to hold a strong market position and to be able to maintain a fair price policy and thereby avoid price dumping.

In order to further strengthen the name "Stöckli Ski", it was essential for Stöckli to establish World Cup recognition. The valuable experience gained in World Cup racing could then be selectively applied to product development. In the beginning, Stöckli primarily supported Swiss regional racing and as a result Central Switzerland's young ski aces placed their full trust in Stöckli Skis.
With regional success came national recognition, and Stöckli was finally and officially added to the "Swiss Ski Pool" in 1994. As a result, Olympic silver medal winner Urs Kälin was the first Swiss skier to change sponsor and ski for Stöckli. You too can benefit from successfully applied World Cup innovations! You will find exactly the same ski on our shelves as used by our World Cup skiers.

With the opening of the Hire and Service Centres in Melchsee-Frutt and Hoch-Ybrig and Engelberg Stöckli Skis can now be rented or bought in three additional locations.

Internationally, Stöckli also pursues a selective and exclusive marketing strategy. A third of the annual production is exported to thirty countries throughout the world. Over 50 new jobs have been created in the last few years and the total number of employees has increased to 200. The depth of skills and expertise within Stöckli ensures that the company is able to offer a total support service and remain Switzerland’s only ski manufacturer.