What ETERNA Mode GmbH does

ETERNA Mode GmbH is a German heritage menswear brand founded in 1863 in Vienna and headquartered in Passau, specializing in premium non-iron men's dress shirts. Its product portfolio centers on the ETERNA Hemden core line (four fits — Comfort, Modern, Slim, Super Slim — across multiple collar styles and fabrics including Oxford, Twill, Popeline, and Pinpoint), the elevated 1863 Premium sub-brand featuring linen, jersey, flannel, and corduroy shirts at €79.95, and innovation SKUs such as the Cover Shirt (opacity), Performance Shirt (stretch), and Dynamic Cotton. The range is rounded out by polos, t-shirts, knitwear, shirt jackets, and accessories (ties, bow ties), supported by in-house alteration and monogram personalization services.

The company monetizes primarily through a direct-to-consumer e-commerce channel at eterna.de, shipping globally via DHL, with unit prices of €59.95-€79.95 per shirt and free-shipping thresholds calibrated by region (€99 DACH, €150 EU, €175 Switzerland, €297+ North America). A parallel B2B Corporate Fashion division sells customized embroidered and printed shirts to enterprises for employee apparel programs, with consultation and bulk ordering. Underlying technology is centered on textile innovation rather than digital: ETERNA was the first apparel company globally to achieve OEKO-TEX Standard 100plus certification for an entire production program (2000), received the Green Button state seal in 2021, and pioneered the 100% cotton non-iron shirt in 1981.

Operationally, the brand is licensed to Shirts of Europe GmbH (Triftern), which runs the online storefront, while the ETERNA brand is owned by ETERNA-Gruppe (ETERNA KG, Ingersheim). In 2026, the OLYMP Bezner-Gruppe acquired the ETERNA brand rights, marking a significant ownership transition. The company employs 501-1,000 staff and has no disclosed revenue figures; its digital marketing relies on Google Ads, Bing Ads, Facebook remarketing, Sovendus vouchers, email newsletters, and the Hemdenberater advisor tool.

Name

ETERNA Mode GmbH

Legal name

Shirts of Europe GmbH

Website

https://eterna.de

Company type

Private

Founded year

1863

Operating status

Operating

Headcount range

501–1,000 employees

Short description

ETERNA Mode GmbH is a German heritage menswear brand founded in 1863, selling premium non-iron men's dress shirts, polos, knitwear, and accessories through a global DTC e-commerce platform at eterna.de, plus a B2B corporate apparel customization division.

Ownership category

akta.pro rank

Product category

Premium Menswear

NAICS

Clothing and Clothing Accessories Retailers (45811), Cut and Sew Apparel Manufacturing (3152), Apparel Manufacturing (315)

SIC

Retail-Apparel & Accessory Stores (5600), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Premium & Contemporary Apparel Brands (CRAAAAAB)

akta.pro secondary industry

Apparel Alterations, Repair & Circular Manufacturing (Remake/Upcycle) (CRAAAAAO)

Keywords

• Men's dress shirts
• Non-iron shirts
• Premium menswear
• Corporate apparel
• Shirt manufacturing

Headquarters

HQ city

Passau

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-commerce Retail: Direct-to-consumer online sales of men's shirts, polos, knitwear, and accessories through Eterna.de. Products sold at fixed retail prices with one-time purchase model. Revenue generated from product sales with prices ranging from €59.95 to €79.95 for shirts.
2. B2B Corporate Fashion: Customization services for businesses including logo embroidery and printing on ETERNA shirts for corporate branding purposes. Professional consultation and bulk ordering for employee apparel.
3. Alteration Service: Shirt alteration services including sleeve shortening (€12.00/unit), waist adjustment (€10.00/unit), body length shortening, and other custom modifications.
4. Monogram Service: Personalization service adding monograms to shirts at various positions (cuff left, cuff right, both cuffs, hem) with choice of fonts (printing, script, Times) for €9.00/unit.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

ETERNA Mode GmbH is a German menswear brand founded in 1863 that designs, manufactures, and sells premium men's dress shirts, polos, T-shirts, knitwear, overshirts, and accessories primarily through its own direct-to-consumer e-commerce platform Eterna.de. The company also operates a B2B corporate fashion division offering customized employee apparel with embroidery and printing services, alongside consumer-facing monogram and alteration services.

Product overview

ETERNA Mode GmbH is a men's shirt specialist founded in 1863, operating as a single-brand e-commerce platform offering a comprehensive menswear collection. The core offering centers on ETERNA Hemden (dress shirts) in four fit variants (Comfort Fit, Modern Fit, Slim Fit, Super Slim Fit), complemented by the premium 1863 Premium Kollektion line featuring finest fabrics. Innovation-focused products include the blickdichte Cover Shirt and stretchable Performance Shirt. The broader portfolio extends to Poloshirts, T-Shirts, Strick & Pullover (knitwear), Hemdjacken/Overshirts, and Accessoires (ties, bow ties). Value-added services include an Änderungsservice (alteration service) for custom fitting and a Monogrammservice for personalized embroidery. ETERNA also offers a B2B Corporate Fashion division for company embroidery and printing customization of shirts.

Differentiator

Problem solved

Functional benefit

Products and services

• ETERNA Hemden (Men's Dress Shirts) ETERNA's flagship product line of premium men's dress shirts, available in four fits (Comfort, Modern, Slim, Super Slim), multiple sleeve lengths (59-72cm), sizes XS to 6XL, and various fabric types (Twill, Oxford, Popeline, Pinpoint). Made from 100% cotton with iron-free technology, designed for professional men seeking easy-care business attire.
• ETERNA 1863 Premium Collection The premium sub-brand within ETERNA, representing the highest tier of dress shirts featuring the finest fabrics, exceptional craftsmanship, and a wider price range from EUR 99.95 to EUR 219.95. Targeted at discerning customers seeking the ultimate in shirt quality.
• ETERNA Poloshirts Premium men's polo shirts offered as part of ETERNA's smart-casual menswear line, providing versatile options beyond formal dress shirts. Priced from EUR 39.95 to EUR 149.95 with various colors and styles.
• ETERNA T-Shirts Premium men's T-shirts as part of ETERNA's casualwear assortment, complementing the brand's core dress shirt and polo offerings.
• ETERNA Strick & Pullover (Knitwear) Premium men's knitwear including sweaters and pullovers, extending ETERNA's premium menswear assortment into seasonal and layering garments.
• ETERNA Hemdjacken/Overshirts Premium men's overshirts and shirt-jackets, providing versatile layering options that bridge formal and casual wear in the ETERNA menswear line.
• ETERNA Accessoires (Accessories) Premium men's accessories complementing ETERNA's core menswear apparel assortment, including belts, cufflinks, ties, and other finishing pieces for a complete professional wardrobe.
• ETERNA B2B Corporate Fashion Service B2B service offering customized corporate apparel including personalized consultation, embroidery, and printing services for corporate clients seeking branded employee clothing. Operates as a separate B2B division with dedicated phone contact and inquiry form, distinct from the consumer-facing e-commerce channel.
• Änderungsservice (Alteration Service) Professional alteration service for ETERNA shirts, including sleeve shortening and other fit adjustments to ensure customers receive shirts tailored to their exact specifications.
• Monogrammservice (Monogram Service) Monogram embroidery service for ETERNA shirts, allowing customers to personalize their garments with custom embroidered initials for a bespoke touch.

Quantifiable outcome

• OEKO-TEX Standard 100plus certification - first apparel company globally to achieve this for entire production program (2000)
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Six partnerships are on record, tiered core and minor.

• OLYMP Bezner-GruppecoreOthers · 1 January 2026In 2026, OLYMP Bezner-Gruppe acquired the ETERNA brand rights and will continue the traditional shirt brand. This represents a major ownership transition while maintaining ETERNA's independent brand identity and product expertise.
• ETERNA-Gruppe (ETERNA KG)coreOEM/ Whitelabel/ Licensing PartnerETERNA-Gruppe (currently consisting of ETERNA KG, Freiberger Str. 26, 74379 Ingersheim) licenses the ETERNA brand to Shirts of Europe GmbH for operating the Eterna.de online shop. The companies share responsibility for prospect and customer data processing under GDPR Article 26 for seamless transition management.
• DHLcoreOthersDHL is the exclusive shipping partner for Eterna.de orders. DHL delivers worldwide, including Saturday delivery in many regions. Express shipping options available for EU and international destinations.
• Sovendus GmbHminorGTM or Marketing PartnerSovendus GmbH (Karlsruhe) provides voucher offers as a marketing partnership to drive customer acquisition through incentive-based promotions.
• Microsoft (Bing Ads)minorGTM or Marketing PartnerMicrosoft Bing Ads and Conversion Tracking utilized for online advertising and performance measurement, expanding reach beyond Google.
• Facebook Inc.minorGTM or Marketing PartnerFacebook provides Custom Audiences remarketing functionality and Facebook Pixel integration for targeted advertising on the Facebook platform.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Pierre Cardin: Heritage European fashion brand with formal menswear including dress shirts, competing for special-occasion and professional customers at comparable accessible-premium price points.
• Marc O'Polo: European premium casualwear brand with shirts, knitwear, and accessories overlapping ETERNA's expanded assortment. Comparable price positioning and DACH market overlap.
• Brooks Brothers: Iconic American heritage shirt and formalwear brand with global DTC operations. Provides a benchmark for international expansion of an established dress shirt heritage brand, though at higher average price points.
• Hugo Boss: Global premium menswear incumbent with a substantial shirt assortment. Competes for the same professional male consumer at higher price points and provides a ceiling benchmark for the ETERNA category.
• Joop!: German premium fashion brand with broader menswear assortment (shirts, knitwear, accessories) at comparable price positioning. Overlaps with ETERNA in premium male consumers but with a wider category footprint.

Direct peers

• OLYMP: Premium men's shirt specialist owned by OLYMP Bezner-Gruppe — the same parent that acquired ETERNA in 2026. Operates a comparable product range (shirts, fits, B2B) and now shares strategic direction with ETERNA.
• Charles Tyrwhitt: British premium shirt brand with strong global DTC presence, multi-fit offering, and comparable price ladder. Represents a benchmark for ETERNA's international DTC growth ambition.
• Hawes & Curtis: British heritage shirt and formalwear brand with a similar DTC-plus-B2B model, comparable price points, and focus on professional and special-occasion customers.
• Seidensticker: German family-owned shirt specialist with a comparable heritage positioning, broad fit/size range, and DTC + B2B distribution model. Closest direct competitor to ETERNA in the premium men's dress shirt category in DACH.
• VAN LAACK: Premium German shirt manufacturer with strong B2B and DTC channels, comparable price points, and similar focus on high-quality dress shirts for professional men. Direct overlap in target customer and product category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/eterna.mode
• LinkedInlinkedin.com/company/eterna-mode

Compliance2 records

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 ETERNA Mode GmbH