The Austrian shoe retailer will remain based in Graz and plans expansion despite a struggling domestic market
Vienna, October 28, 2025. — The iconic Austrian shoe brand Humanic is set for new ownership as its parent company, Leder & Schuh AG, is acquired by the Slovenian retail group Mass in partnership with Advance Capital Partners. Despite the industry’s struggles, the new owners have announced ambitious expansion plans, signaling renewed optimism for the long-standing footwear label.
Humanic to Stay — and Grow
Founded over 150 years ago in Graz, Humanic has long been a household name across Central Europe. The brand’s distinctive stores, which combine fashion, lifestyle, and tradition, are a familiar sight in shopping streets across Austria and beyond.
According to ORF.at, the deal ensures that Humanic will remain headquartered in Graz and continue to operate as an independent company under the Mass Group umbrella. The management emphasized that the acquisition is not about cutting back — but about growing again.
“We are not planning closures — we are planning expansion,” a Mass Group spokesperson said.
The new owners aim to open 60 new Humanic and Shoe4You stores across nine countries over the next five years, adding to the current total of 210 locations.
A Historic Brand in Foreign Hands
The acquisition marks another chapter in the ongoing transformation of Austria’s retail sector. Humanic joins a list of domestic brands that have recently been sold to foreign investors, reflecting the challenges faced by traditional brick-and-mortar businesses in an increasingly digital marketplace.
The move, however, is not being viewed negatively by all. Market analysts describe it as part of a “long-overdue market adjustment”.
“The Austrian shoe retail sector is undergoing a deep structural transformation,” explained Amela Salihovic from RegioData Research. “The market was long characterized by an over-supply of retail space. This acquisition represents a necessary modernization and efficiency step.”
Austrian Shoe Retail in Decline
The backdrop to Humanic’s sale is a struggling shoe retail industry that has seen rapid decline over the past decade. Traditional competitors like Vögele, Stiefelkönig, Delka, and Salamander have either disappeared or drastically reduced their presence.
According to RegioData, the number of physical shoe stores in Austria fell by 13% in 2024, and by more than 25% since 2014. Out of 2,116 Austrian municipalities, more than 1,800 now have no shoe store at all.
The COVID-19 pandemic accelerated the trend, with consumers increasingly turning to online platforms for footwear purchases. In 2024, the Austrian shoe market recorded a 4.9% drop in real revenue, while online sales rose by 2.4%.
Online Rivals Take the Lead
With online retailers dominating the landscape, physical chains have struggled to maintain market share. Deichmann, the German shoe giant, remains the leading brick-and-mortar player in Austria. Behind it, Zalando has taken second place — despite operating purely online in the country.
Experts warn that unless traditional retailers like Humanic adapt, they risk becoming obsolete. However, the Mass Group’s acquisition may offer a new path forward by combining regional brand strength with digital transformation.
The Slovenian company already operates 79 stores across Slovenia, Croatia, and Austria, including Skechers franchises, and has signaled an interest in expanding Humanic’s online footprint while modernizing its store network.
A Strategy for Renewal
The acquisition of Humanic by Mass Group is expected to be completed in the first half of 2026. Both Humanic and its sister brand Shoe4You will undergo strategic modernization focused on efficiency, digital integration, and sustainable retailing.
Market observers view the deal as a necessary step toward preserving a piece of Austria’s retail heritage while making it fit for the future.
“Humanic is a strong brand with deep roots,” said an industry insider. “Its survival will depend on balancing tradition with innovation — and understanding how customers shop in the digital age.”
The Bottom Line
The sale of Humanic to Mass Group underscores the shifting dynamics of European retail. While many Austrian brands have vanished under online competition, Humanic’s new ownership could inject the energy and investment needed to bring it back to growth.
If successful, the Graz-based brand could serve as a model for how traditional retailers can adapt, innovate, and expand in the face of digital disruption.
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