Apranga

What Apranga does

Apranga (legal name: Akcinė prekybos bendrovė "APRANGA") is a Lithuanian public joint-stock company listed on the Vilnius stock exchange under ticker APG1L, operating as a multi-brand fashion retailer headquartered in Vilnius, Lithuania. The company sells clothing, footwear and accessories for women, men, girls and boys, carrying an assortment of international brands including MANGO, Tommy Hilfiger and ALDO. Founded in 1991 and operating 55,291,960 shares with voting rights, Apranga is one of the established fashion retail operators in the Baltic States, with a primary focus on the Lithuanian market.

The company's go-to-market is omnichannel and direct-to-consumer. Physical retail stores across Lithuania form the core footprint, complemented by the Soulz.lt e-commerce platform accessible via web and dedicated iOS and Android mobile applications. The digital stack layers in RudderStack for event pipelines, Hotjar for session analytics, Omnisend for email marketing, Google Analytics, and Meta-platform advertising integrations, supporting features such as wishlists, recently-viewed products, size recommendation tools, and home delivery. Marketing channels span Facebook, Instagram, an email newsletter with a 10% subscriber discount, mobile-app engagement, and SEO-driven organic traffic to the Soulz.lt site.

Apranga's revenue model is standard one-time retail sales to consumers, with pricing not publicly disclosed. H1 2026 retail turnover reached EUR 182.3 million (up 9.8% year-over-year), with consolidated profit before tax of EUR 9.0 million (vs. EUR 7.3 million in H1 2025) and EBITDA of EUR 20.7 million (vs. EUR 18.6 million). May 2026 turnover of EUR 34.3 million rose 13.8% year-over-year. The company returns capital to shareholders via regular dividends — EUR 0.27 per share was approved for fiscal year 2025 at the April 30, 2026 Annual General Meeting. No M&A, fundraising events, or material restructuring were disclosed in the input data.

Name

Apranga

Legal name

Akcinė prekybos bendrovė "APRANGA"

Website

https://apranga.lt

Company type

Public

Founded year

1991

Operating status

Operating

Short description

Apranga is a Lithuanian publicly listed (APG1L) multi-brand fashion retailer selling clothing, footwear and accessories via physical stores across Lithuania and the Soulz.lt e-commerce and mobile platform to general consumers.

Ownership category

akta.pro rank

Headquarters

HQ city

Vilnius

HQ country

Lithuania

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Retail Sales: Revenue generated through direct retail sales of fashion products including clothing, footwear, and accessories to consumers through physical stores and e-commerce platform.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Apranga is a Lithuanian fashion retailer that sells clothing, footwear, and accessories for women, men, girls, and boys under its Apranga Group and Soulz brands, sourcing from international labels such as MANGO, Tommy Hilfiger, and ALDO. It operates physical retail stores across Lithuania and the Soulz.lt e-commerce platform (with a dedicated SOULZ mobile app) to reach consumers directly through an omnichannel retail experience, including a sale section and premium product lines.

Product overview

Apranga Group is a Lithuanian fashion retail company operating primarily through its e-commerce platform Soulz.lt. The company offers a comprehensive range of fashion products including clothing, footwear, and accessories for women, men, girls, and boys. The portfolio encompasses various product categories such as coats, jackets, dresses, knitwear, trousers, jeans, blazers, skirts, underwear, swimwear, and sleepwear, along with accessories including bags, scarves, gloves, wallets, backpacks, belts, eyewear, hats, socks, and cosmetics. The platform features both regular collections and sale sections, as well as premium product lines. Products are sourced from multiple international brands including MANGO, Tommy Hilfiger, and ALDO. The Soulz.lt platform operates as the primary online retail channel for the Apranga Group.

Differentiator

Problem solved

Functional benefit

Brands

• Soulz: Online fashion retail platform offering clothing, footwear, and accessories for women, men, and children.

Products and services

• Soulz.lt Online Fashion Store Owned online retail storefront at soulz.lt enabling consumers across Lithuania to browse and purchase clothing, footwear, and accessories from multiple international brands, with home delivery, multiple payment options, and personalization features.
• SOULZ Mobile Shopping Application Dedicated mobile shopping application for iOS and Android that lets consumers purchase Apranga Group's fashion assortment, including clothing, footwear, and accessories, through a mobile interface.
• Women's Fashion Assortment Retail assortment of women's clothing, footwear, and accessories sourced from international brands such as MANGO, Tommy Hilfiger, and ALDO, sold through physical stores and the Soulz.lt online storefront for female consumers in Lithuania.
• Men's Fashion Assortment Retail assortment of men's clothing, footwear, and accessories sourced from international brands such as Tommy Hilfiger and ALDO, sold through physical stores and the Soulz.lt online storefront for male consumers in Lithuania.
• Children's Fashion Assortment (Girls and Boys) Retail assortment of girls' and boys' clothing, footwear, and accessories sold through physical stores and the Soulz.lt online storefront for families shopping in Lithuania.
• Apranga Group Physical Retail Stores Network of physical fashion retail stores located across Lithuania offering in-store shopping of clothing, footwear, and accessories from multiple international brands for women, men, and children.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• AB SEB bankasminorChannel Partner/ Reseller/ DistributorAB SEB bankas serves as a custodian bank for shareholders receiving dividend payments. Shareholders using SEB bankas as custodian receive dividend transfers directly to their accounts.

Scale indicators6 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• LPP S.A. Polish multi-brand fashion retailer operating Reserved, Mohito, House, Sinsay, and Cropp. Comparable to Apranga as a Central/Eastern European multi-brand fashion operator with owned labels, physical stores, and growing e-commerce.
• H&M (Hennes & Mauritz): Global multi-brand fast-fashion retailer with extensive physical and online presence across Europe. Directly competes with Apranga's fashion offering for the same mid-market consumer demographic across multiple categories.
• Inditex (Zara, Massimo Dutti, Pull&Bear): Spanish global fashion group whose brands compete head-to-head with the same value-and-premium fashion customer that Apranga serves. Inditex's aggressive own-store and online expansion into Baltic markets is a direct competitive threat.

Broad incumbents

• Mango (Punta Na Holding): Spanish global fashion retailer and parent of MANGO, one of Apranga's anchor wholesale brand partners. Mango's push into direct retail and e-commerce across Europe overlaps with Apranga's core assortment and customer base.
• PVH Corp (Tommy Hilfiger, Calvin Klein): American apparel giant that owns Tommy Hilfiger, a key brand carried by Apranga. PVH's wholesale strategy and direct-to-consumer push shape Apranga's access to premium labels and competitive positioning in the Baltics.
• ALDO Group: Canadian footwear and accessories retailer whose ALDO brand is carried by Apranga. ALDO's wholesale and direct-store strategy in Europe mirrors the brand-distribution dynamic that Apranga depends on.

Regional players

• Stockmann: Nordic-Baltic department store operator with stores in Lithuania, Latvia, and Estonia. Directly comparable as a multi-category premium retailer in the same Baltic geography, competing for similar fashion and lifestyle customers.

Emerging players

• Zalando: Leading European online fashion platform with growing Baltic presence. Represents the structural shift toward digital-first fashion retail that competes with Apranga's omnichannel model and pressures physical-store economics.
• About You: German online fashion retailer expanding across Europe. Targets the same digital-first, brand-curated shopping experience that Soulz.lt offers, representing a direct online competitor for younger Baltic consumers.

Others

• Maxima Group: Major Lithuanian retail group operating grocery, fashion, and general merchandise formats in the Baltics. Not a direct fashion peer, but a domestic retail incumbent whose scale and local market knowledge make it an adjacent competitive reference point.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/soulz.lt
• Instagraminstagram.com/soulz.lt

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Apranga