Member of the month
Glatz AG: Recommended by the sun
Alexander Scholer, Manager Customer Loyalty
Mar 1, 2026
The Swiss umbrella manufacturer Glatz AG, based in Frauenfeld, combines over 130 years of craftsmanship tradition with innovative design. A market leader in Europe, offering individual sun protection solutions for both the private and commercial sectors.
What began in 1895 with umbrellas and sun gloves has continuously evolved into a modern technology company. Today, Glatz AG develops and produces a large range of state-of-the-art and high-quality umbrellas for private and commercial use. Both garden and large umbrellas, either with a central or side mast, give every location a personal touch. In addition to custom-made large umbrellas, there are over 20.000 variants to choose from, offering customers individual solutions. Solid Swiss quality and cutting-edge technology are the recipe for success. World premieres are nothing unusual. For four generations, the family-owned company has ensured that its products embody timeless elegance, functionality, durability and reliability, making Glatz a European and global market leader in the premium segment.
Interview questions for Urs Lehner, CEO, Glatz AG:
How would you describe the identity and core values of Glatz AG in a few sentences?
We create places where people feel comfortable and safe outdoors. We are a customer-focused, reliable and competent partner. Thanks to our flexibility, manufacturing in the tradition of craftsmanship, Swiss quality awareness, innovation and a broad range of products including custom-made solutions, we are able to compete successfully in a seasonal, highly competitive market worldwide.
What challenges do you see in the industry right now – and how is Glatz responding to them? How do you see the future of the outdoor living industry?
The European outdoor living industry faces a number of challenges: rising raw material and energy costs, volatile supply chains, increasing price pressure from international providers, and growing demands for sustainability and design. At the same time, customer needs and behavior are changing noticeably: budgets are tighter, spending on outdoor living is being scrutinized more closely, and a larger share of available funds is being allocated to travel and experiences. As a result, quality, durability, and customized solutions are becoming even more important.
Glatz AG is meeting these challenges with Swiss precision, consistent innovation, and a clear commitment to quality. Through our own development work, high degree of in-house manufacturing, sustainable materials, and long-standing expertise, we position ourselves as a reliable premium provider in the European market. This enables us to maintain a successful position in a competitive environment and to create long-term value for distribution partners and end customers.
Glatz serves a broad range of customers, from private individuals to businesses in the hospitality and hotel sectors, and even cities. This customer diversity also provides us with a certain degree of resilience to market fluctuations.
We are also affected by climate change, which brings both new opportunities and challenges for us. Rising temperatures in cities increase the demand for professional shading solutions. One example is the city of Carcassonne in France, which uses Glatz’s custom-made parasol systems to shade public spaces with large parasols, thereby reducing the amount of sunlight. Glatz has also implemented urban shading concepts in Schaffhausen on the Herrenacker square and in Zurich on the Sechseläutenplatz. At the same
time, increasingly extreme weather conditions with stronger winds and sudden climate fluctuations place high demands on the stability of the parasols. Our professional parasols can now withstand wind speeds of up to 115 km/h with the right fastening and handling, as demonstrated on Monte Generoso in Ticino. That is why we continuously invest in the further development of our products, making them not only more robust but also more functional and elegant. We test the wind stability of our parasols in a wind tunnel.
How are customer feedback and market trends integrated into the development process?
Customer feedback and market trends are central components of the development process. Feedback from the trade, project business and end customers is systematically collected, recorded, analyzed and incorporated into the development of products and product ranges. At the same time, we continuously monitor market and design trends, technological developments and changing usage habits in the sun protection sector.
These insights are incorporated early on into interdisciplinary development processes – from the initial idea to prototypes and market launch. This results in solutions that not only meet current requirements but also create long-term added value, functionality and differentiation in the market.
How do you manage to combine tradition and Swiss craftsmanship with modern technology?
Tradition and innovation go hand in hand at our company. In mid-October 2024, we moved into our new company headquarters. The 8.000 square meter premises house production, development, storage, and a training room all under one roof. We have not only optimized our production process here, but also created a space that offers new opportunities for collaboration with our distribution partners, planners, and architects, as well as room for creativity and cooperation.
We use new technologies where they offer real added value for our customers. For example, large-screen displays are used on many hotel and restaurant terraces. The list of high-profile references is long. With a dedicated contract division that is specifically geared towards commercial customers, we provide this target group with a strong team of consultants who make the seemingly impossible possible and offer innovative tools for planners and architects. Glatz emphasizes the “Parasol First” planning approach: before an outdoor terrace is set up, a well-thought-out shading plan should be created that takes into account the positioning and integration of parasols from the early planning stages. The fixing points, electrical connections and orientation to the sun’s path are precisely planned. This ensures smooth operation later on and creates a pleasant atmosphere for guests in the outdoor area.
How do sustainability and durability play a role in product development? Are there any current projects you are particularly proud of?
Our umbrellas are designed to bring our customers joy for a long time. The high-quality fabrics have a high lightfastness, so that the umbrella will only show its age after many years of proper use. We place great emphasis on the repairability of our products and the availability of spare parts for up to 10 years after the last production of an umbrella model. And our service guarantees that individual components of an umbrella, such as the ribs and the canopy, can be replaced without much effort.
Sustainability is a top priority at the new company headquarters. The building is optimally insulated, so that it stores heat in winter and does not require active cooling in summer. In addition, photovoltaic cells on the roof ensure a high degree of energy independence.
Which international markets do you think offer the greatest growth potential?
We focus on our core markets DACH and Europe. A European warehouse in Singen enables us to supply our customers quickly, even during the season. Synergies are created by the extensive network of distribution partners: Garden umbrellas for private customers are sold through a network of selected specialist retailers, who are regularly trained by Glatz in Frauenfeld, so that they can provide the best possible advice on the technically sophisticated products and the correct handling of the umbrellas. Specialized retailers also work for us in the customer target groups of hotels, restaurants, public institutions, e.g. schools and kindergartens, and cities. Customers benefit from comprehensive support, including consulting and shading planning, as well as assembly and after-sales service with repair service. There are now more than 1.750 certified distribution partners for Glatz worldwide.
What role does the topic of digitalization play in your business model? How do you want to further develop the Glatz brand in the coming years?
Digitalization is a key lever for strengthening competitiveness. It helps Glatz to make production processes more efficient and transparent, for example. Structured data management and CRM create the basis for informed decisions, better forecasts and a faster response to market changes. Product Information Management (PIM) enables the central, structured and consistent management of product data – especially for our broad range of products with many items, variants and options. It ensures that all product-relevant information such as technical data, texts, images and translations are always up-to-date and complete. This allows complex product ranges to be managed efficiently, and in the future, it will ensure high data quality across all sales and marketing channels.
The Glatz brand is consistently positioned as a premium and quality brand in the outdoor living sector. In addition to a clear focus on functionality, durability and design, the digital brand presence will be further expanded – with data-driven marketing, personalized content and a stronger connection with trading partners. The aim is to make the Glatz brand values tangible, to strengthen customer loyalty and to develop the brand for the future in a sustainable way.
How do you encourage innovation, motivation and loyalty among your employees?
Our corporate culture is characterized by trust, personal responsibility, continuous learning and improvement, and a sense of belonging. We rely on the expertise and craftsmanship of long-standing employees, combined with fresh impulses from new colleagues.
What advice would you give to young executives looking to run a family business?
Young leaders who want to run a family business should take the time to understand the company culture, values, and history, and carefully assess their personal and professional “fit.” A deep understanding of the company and its people is a key prerequisite for credible leadership.
Equally important are realistic goals that are aligned with the available resources. Sustainable success is not achieved by overstretching, but by setting clear priorities, exercising restraint, and long-term thinking. Those who respect tradition, carefully manage change, and actively involve employees will build trust and lay the foundation for the successful development of the family business.
What do you value about your Gold membership and, as a long-standing member since 1989, how can S-GE best support your company with its internationalization goals?
We are counting on S-GE and the local organization in Milan for a successful joint appearance at the “Swiss Design Week” in the city center during the important “Salone del Mobile” in April. The aim is to bring together innovative and high-quality Swiss brands and to present them effectively to an international audience that is interested in design and brands. After the successful implementation in 2025, we would like to consistently continue and further strengthen this proven format in 2026.
