Camel Active

What Camel Active does

Camel Active is a privately held German apparel brand operated by Bültel Worldwide Fashion GmbH & Co. KG, headquartered in Salzbergen, Germany. Founded in 1977, the company designs and sells functional casual clothing and accessories for men and women, with a product portfolio anchored by two registered proprietary technology sub-brands: teXXXactive® (functional weather-resistant jackets with temperature regulation) and fleXXXactive® (stretch-enabled jeans and trousers). Additional product lines include seasonal collections (linen, summer essentials), performance categories (Cooling Performance, Warming Performance, Stay Fresh), the Connect Bag Serie for travel accessories, a sustainable 'Nachhaltige Styles' range, and a charitable collaboration with water charity Viva con Agua. Apparel pricing ranges approximately from €59.95 to €119.95, positioning the brand in the premium mid-market segment.

The company operates an omnichannel go-to-market model combining direct-to-consumer e-commerce via its localized camelactive.com storefront (serving 12 European countries including Germany, Belgium, Denmark, Finland, Greece, Luxembourg, Netherlands, Austria, Poland, Portugal, Sweden, and Spain) with physical Camel Active retail stores and B2B wholesale distribution through a dedicated B2B portal and the Fashion Cloud marketplace. Payment processing is handled through Adyen, Klarna, PayPal, and country-specific methods (iDEAL, Bancontact, BLIK), while DHL serves as the primary logistics partner with climate-neutral GoGreen shipping. The company also operates a returns-processing warehouse via BLG Logistics in Ochtrup, Germany.

Camel Active's digital marketing infrastructure spans a Klaviyo-powered newsletter, paid acquisition across Google Ads, Meta, Microsoft Advertising, Pinterest, and TikTok, and content marketing through its Explorer Stories blog. The organization is privately held as a GmbH & Co. KG with no external investors or parent company disclosed, managed by Geschäftsführer Frank Brüggemann and Thorsten Suska. No revenue figures, funding rounds, M&A activity, or material leadership changes are publicly disclosed in the available data.

Name

Camel Active

Legal name

Bültel Worldwide Fashion GmbH & Co. KG

Website

https://camelactive.com

Company type

Private

Founded year

1977

Operating status

Operating

Headcount range

251–500 employees

Short description

Camel Active is a privately held German apparel brand founded in 1977, designing and selling functional casual clothing and travel accessories for men and women through D2C e-commerce across 12 European countries, physical retail stores, and B2B wholesale channels.

Ownership category

akta.pro rank

Product category

Casual and Outdoor Apparel

NAICS

Clothing and Clothing Accessories Retailers (45811), Sporting Goods Retailers (45911), Luggage and Leather Goods Retailers (45832)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651), Women's, Misses', And Juniors Outerwear (2330)

akta.pro primary industry

Outdoor & Active Lifestyle Apparel Retail (CRAAABAL)

akta.pro secondary industries

Athletic / Performance & Activewear Brands (CRAAAAAD), Outdoor Travel Gear (Duffels, Packs, Dry Bags) Retail (CRAMAAAI), Tech & Utility Accessories (Phone Cases, Watch Bands, Key Holders) (CRAAAJAK)

Keywords

• Outdoor casual apparel
• Functional fashion clothing
• Mens womens clothing
• European fashion brand
• Travel and leisure wear

Headquarters

HQ city

Salzbergen

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct E-commerce Sales: Revenue generated from direct online sales through the camelactive.com online shop, serving consumers in 12 European countries with both standard and express shipping options
2. Retail Store Sales: Revenue from physical retail stores operated by Camel Active, with store locator available for customer discovery
3. B2B Wholesale: Revenue from B2B sales to retailers through B2B portal and Fashion Cloud marketplace

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels14 records

Core offering

Camel Active designs and sells outdoor and leisure apparel for men and women — including functional jackets, trousers, jeans, shirts, knitwear, footwear, and travel accessories — through its own e-commerce shop, branded retail stores, and B2B wholesale channels across 12 European countries. The assortment is organized around functional-technology sub-brands such as teXXXactive® (weather-resistant jackets) and fleXXXactive® (stretch trousers and jeans), supplemented by seasonal collections (Leinen Styles, Cooling/Warming Performance, Stay Fresh, Active Travel) and a sustainable line.

Product overview

Camel Active is a German fashion brand operated by Bültel Worldwide Fashion GmbH & Co. KG, offering apparel for men and women through its e-commerce platform and physical stores. The product portfolio centers on two core technology sub-brands: teXXXactive® for functional weather-resistant jackets and fleXXXactive® for stretch-enabled flexible clothing. The company markets several named trouser fits (Houston/regular, Madison/slim, Woodstock/relaxed, Toronto/tapered) through its Trousers Fitguide system. Additional product lines include seasonal collections like Leinen Styles (linen), Cooling/Warming Performance (functional temperature regulation), Stay Fresh, and Active Travel. Camel Active also offers the Connect Bag Serie for travel accessories and participates in charitable collaborations such as Viva con Agua. Products are available as online exclusives and through the sustainable Nachhaltige Styles line.

Differentiator

Problem solved

Functional benefit

Brands

• teXXXactive®: Functional jackets with performance technology for outdoor activities
• fleXXXactive®

Products and services

• teXXXactive® functional jackets Functional jacket product line featuring temperature regulation technology and weather-resistant properties, marketed to men and women for outdoor and active wear while maintaining a casual style. Positioned as the core technology line of the brand.
• fleXXXactive® stretch clothing FleXXXactive® is the registered stretch fabric technology used in Camel Active jeans and trousers to provide enhanced comfort and mobility. The line covers flexible-fit pants within the men's category as a core technology offering.
• Connect Bag Serie (travel bags and luggage) Travel bag and luggage collection featured under the Explore section of camelactive.com, focused on functional travel accessories. The Connect Bag brand name is a registered trademark.
• Cooling Performance apparel Functional clothing line designed for warm weather with cooling properties, leveraging temperature-regulating fabric technology to provide a cooling effect for summer apparel.
• Warming Performance apparel Functional clothing line with thermal regulation properties for cold weather, providing a warming effect through temperature-regulating fabric technology.
• Stay Fresh apparel Clothing line featuring odor-resistant technology that keeps garments fresh longer, marketed as part of the brand's functional technology offerings.
• Leinen Styles (linen collection) Seasonal summer collection featuring linen-based clothing for both men's and women's categories, sold across the camelactive.com storefront.
• Active Travel collection Travel-focused clothing collection combining functional features with casual style, intended for use during travel occasions.
• Nachhaltige Styles (sustainable line) Sustainable fashion line featuring conscious materials and eco-friendly production considerations, available within the men's assortment on camelactive.com.
• Online Exclusives Products available exclusively through the online shop that are not sold in physical retail stores, providing an e-commerce-only assortment for direct customers.
• Houston regular-fit trouser Regular fit men's trouser with normal waist height, straight leg, and standard leg opening, sold as part of the Camel Active Trousers Fitguide collection.
• Madison slim-fit trouser Slim fit men's trouser with low waist height, tapered leg, and narrow leg opening, sold as part of the Camel Active Trousers Fitguide collection.
• Woodstock relaxed-fit trouser Relaxed fit men's trouser with wide leg and wide leg opening, sold as part of the Camel Active Trousers Fitguide collection.
• Toronto tapered-fit trouser Tapered fit men's trouser with progressively narrowing leg, sold as part of the Camel Active Trousers Fitguide collection.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Viva con AguacoreStrategic or Co-development PartnerSocial impact partnership with water charity Viva con Agua, integrating social responsibility into the Camel Active brand through collaborative projects and Explorer Stories content.
• Fashion CloudcoreChannel Partner/ Reseller/ DistributorB2B marketplace platform for fashion retailers to access and purchase Camel Active wholesale products digitally.
• DHLcoreOthersPrimary logistics partner for domestic and international shipping. DHL GoGreen climate-neutral shipping program. Supports deliveries to DHL Packstations. Delivery times: 1-3 business days for Germany, 2-5 days for EU.
• BLG LogisticsminorOthersLogistics partner handling returns processing at Weinerpark 22, 48607 Ochtrup warehouse facility.
• AdyencoreTechnology or IntegrationPayment service provider for processing credit card transactions (Visa, Mastercard) and other digital payment methods including Klarna, SOFORT, iDEAL, Bancontact, and Apple Pay.
• KlarnacoreTechnology or IntegrationPayment processing partner for 'Klarna Pay Later' (invoice purchase) and 'Klarna Pay Now' (instant bank transfer) payment options. Conducts identity and credit checks for buy-now-pay-later purchases.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Jack Wolfskin: German outdoor and functional apparel brand headquartered in Frankfurt; directly competes with Camel Active in the outdoor-casual hybrid category with similar product breadth across jackets, trousers, footwear, and bags, plus overlapping European distribution.
• Esprit: European heritage casual apparel brand offering men's and women's casual and outdoor-inspired clothing; comparable in heritage, European distribution, and mid-market positioning to Camel Active.
• Schöffel: German family-owned outdoor and sportswear brand based in Schwabmünchen; offers functional jackets, trousers, and outdoor apparel with comparable technical positioning and a parallel mid-premium price band.
• Tom Tailor: German mid-market casual apparel brand owned by Genius Group; comparable in scale and target customer, with casual everyday collections distributed via DTC e-commerce and physical retail across Europe.
• s.Oliver: Major German mid-market fashion brand headquartered in Rottendorf; offers comparable casual men's and women's apparel in similar price points, distributed through DTC and German department stores.
• Wellensteyn: German outerwear specialist based in Hamburg producing functional jackets and outerwear; competes directly with Camel Active's teXXXactive® jacket line in the German mid-premium outerwear segment.
• Lerros: German mid-market menswear brand focused on casual and outdoor-inspired apparel for men; directly comparable product mix (jeans, trousers, jackets, shirts) at similar price points and a similar German brand heritage.
• Maerz Muenchen: German family-owned menswear brand offering casual trousers, shirts, and outerwear with outdoor-inspired styling; competes in the German mid-premium casual menswear segment with comparable product breadth.
• Fjällräven: Swedish heritage outdoor brand with comparable functional apparel and travel gear (Kånken backpack), competing in the same European outdoor lifestyle segment with similar DTC and retail distribution.
• Marc O'Polo: European casual contemporary brand offering casual and outdoor-inspired apparel for men and women; competes with Camel Active at the casual-outerwear intersection across multiple European countries.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/camelactive.de
• LinkedInlinkedin.com/company/camelactive-emea
• Instagraminstagram.com/camelactive
• Pinterestpinterest.de/camelactive
• Xx.com/camelactivemys

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Camel Active