On 1 October 2026, a new chapter will begin for ZEISS Outdoor: the former Hunting & Nature business unit will be transformed into the independent company Valyra GmbH, which will act as the exclusive, global licensee for ZEISS Outdoor. But what does this mean for hunters, birding enthusiasts and nature observers?
We spoke with Stefan Haemmerle.
Stefan, why is Valyra being created?
For generations, ZEISS has accompanied people in their experiences in nature. That trust and heritage are something very special.
At the same time, the world is changing. People connect in different ways, technologies continue to evolve, and the expectations of our community are growing.
With Valyra, we have the opportunity to get even closer to the people who use our products. Our goal is simple: we want to help people experience nature more deeply and meaningfully.
Many people are probably wondering: Will ZEISS Outdoor still exist?
Absolutely. The ZEISS brand, its quality, optical expertise, and everything ZEISS stands for will remain unchanged.
For our customers, the most important thing is that their trust in the products they rely on year after year will stay exactly the same.
Most of the changes will happen behind the scenes. We will gain greater flexibility to implement new ideas faster and respond even more effectively to the needs of our community.
What do you hope to achieve with Valyra?
We want to understand what truly matters to people in the outdoors. Whether hunting, birding, or hiking, every moment in nature is special. Our role is to make those moments even better.
This is not about launching as many new products as possible. It is about creating solutions that deliver real value and make a meaningful difference.
What opportunities does this new independence create?
Above all, it allows us to move faster. When we see that our community needs something, we can respond more directly. We can test new ideas, build partnerships, and accelerate innovation.
The best ideas often emerge when you truly listen to people. We now have even more opportunities to do exactly that.
What is your vision for the future?
I would like Valyra to stand for people who love nature and want to experience it consciously and authentically. Our name reflects the ideas of authenticity, perception, and nature. That also perfectly describes our vision.
We want to develop products and solutions that help people discover more, observe more closely, and experience special moments in nature even more intensely.
Why are you optimistic about the future?
Because we are combining the best of two worlds. On one side, there is the heritage, quality, and credibility of ZEISS. On the other, Valyra gives us the flexibility and speed to act more independently.
That is a powerful combination and a strong foundation for everything that lies ahead.
What are you personally most excited about?
I am excited about what we can create together with our community. We are starting from a position of strength, built on a deep passion for nature. At the same time, we have the opportunity to explore new paths and bring ideas to life more quickly.
For me, Valyra represents the beginning of a new chapter for ZEISS Outdoor, together with the people who share our passion for nature, observation, and unforgettable moments outdoors.