Merz b. Schwanen

What Merz b. Schwanen does

Merz b. Schwanen is a Berlin-based, family-run clothing brand that designs and sells premium heritage apparel. The company traces its origin to 1911, when Balthasar Merz founded a loopwheeled workwear factory in Germany's Swabian Alps, and was revived in 2011 by fashion designers Gitta and Peter Plotnicki after they discovered a 90-year-old Henley at a Berlin flea market. Today it operates two production pillars: THE ORIGINALS, made in Germany on rare century-old loopwheel machines that produce fabrics with distinctive texture and durability, and a broader collection produced since 2016 through a family-run manufacturing partner in Portugal using organic cotton, Pima cotton, linen, hemp, merino wool, and cashmere.

The assortment spans men's and women's premium basics — T-shirts ($42–$120), polos ($100–$150), sweatshirts and hoodies ($96–$265), shirts, knitwear, jackets, pants, and accessories (caps, socks, laundry care) — all positioned as durable, timeless alternatives to fast fashion. Distribution is omnichannel: a Shopify-based DTC storefront shipping to 50+ countries with free US shipping above $175, three flagship retail stores in Berlin Mitte (2022), New York City's Canal Street (2024), and Los Angeles's Abbot Kinney Boulevard (2026), and a curated wholesale network of approximately 13 stockists including SSENSE, Franklin & Poe, and Devota, plus international partners in Taiwan, Italy, Korea, Hong Kong, Finland, Norway, the Czech Republic, and Great Britain.

The business model is direct unit-sale commerce with seasonal end-of-season discounting up to 40%, supported by content marketing (fit guides, sustainability communications), earned media coverage in GQ, Esquire, The Guardian, and Vogue Germany, and an email newsletter offering 10% off first orders. The company remains privately held by the Plotnicki family with no disclosed funding rounds or institutional investors, and operates without a publicly reported headcount.

Name

Merz b. Schwanen

Legal name

Merz b. Schwanen

Website

https://merzbschwanen.com

Company type

Private

Founded year

1911

Operating status

Operating

Headcount range

11–50 employees

Short description

Merz b. Schwanen is a Berlin-based, family-run heritage apparel brand revived in 2011 from a 1911 Swabian Alps loopwheeled workwear original, selling premium men's and women's basics through DTC e-commerce, three flagship stores, and curated wholesale stockists worldwide.

Ownership category

akta.pro rank

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: One-time purchase of apparel items including T-shirts, shirts, sweatshirts, knitwear, jackets, pants, accessories. Products range from $35-$265 MSRP. End-of-season sales offer up to 40% discounts. Revenue is generated through e-commerce, retail stores, and wholesale to stockists.
2. Flagship Retail: Revenue from three flagship stores in Berlin (opened 2022), New York City (opened 2024), and Los Angeles (opened 2026). Stores feature curated environments with vintage furniture sourced from 1920s German manufacturing sites.
3. Wholesale Distribution: Products sold through approximately 13 stockists globally including SSENSE, Franklin & Poe, Devota, and international retailers in Taiwan, Italy, Korea, and Hong Kong.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Merz b. Schwanen designs and crafts premium everyday basics — T-shirts, polo shirts, sweatshirts, hoodies, tank tops, shirts, knitwear, jackets, pants, and accessories — using loopwheeled fabric knitted on rare century-old machines in Germany (THE ORIGINALS collection) and a family-run Portuguese production partnership range. The brand sells directly to consumers through its own e-commerce site, three flagship stores, and a curated wholesale network, with prices ranging from $18 for accessories up to $265 for heavyweight hoodies.

Product overview

Merz b. Schwanen is a family-run, Berlin-based clothing brand that designs and crafts original, consciously made clothing. The company operates primarily through THE ORIGINALS collection, featuring loopwheeled T-shirts and garments made in Germany using century-old machines, and a broader Portugal-crafted range offering modern colors and contemporary styles with organic and recycled materials. The product portfolio centers on premium basics including T-shirts (Supple Authentic Jersey, Pima Cotton, Cotton-Hemp All Plant-Based, Loopwheeled classics), polo shirts (Classic Pikée, Organic Cotton), tank tops, sweatshirts/hoodies, shirts (Oxford, Corduroy, Linen, Poplin), pants, knitwear, jackets, and accessories (caps, beanies, socks, scarves). The brand emphasizes sustainability, heritage craftsmanship, and timeless design across both its core loopwheeled products and the broader seasonal collections.

Differentiator

Problem solved

Functional benefit

Brands

• THE ORIGINALS: A collection of timeless styles made in Germany, celebrating authentic workers' clothing from the 1920s, '30s, and '40s, refined for modern times.

Products and services

• Supple Authentic Jersey Cotton T-Shirt Premium T-shirt made from organic cotton with a soft yet structured construction, available in men's and women's versions; priced $90.
• 215 Loopwheeled Classic Fit Midweight T-Shirt Heritage T-shirt crafted in Germany on traditional loopwheel machines, representing THE ORIGINALS line's heritage manufacturing; priced $120.
• Soft Pima Cotton Women's T-Shirt Women's T-shirt made from organic Pima cotton at 4.1oz/sq yd with a relaxed fit, offering premium comfort; priced $42–$70.
• Cotton-Hemp T-Shirt (All Plant-Based) Men's T-shirt made from a sustainable hemp and cotton blend at 4.6oz/sq yd with a relaxed fit, appealing to eco-conscious consumers.
• Textured Heavyweight Rugged Fleece Cotton Hoodie Men's hoodie at 16oz/sq yd with a brushed interior, featuring relaxed fit and durable construction; priced $132.50–$265.
• Classic Piqué Polo Shirt Polo shirt featuring traditional piqué construction, available in men's and women's versions; priced $150.
• Iconic Ribbed Cotton Tank Top Men's tank top made from organic cotton at 7.2oz/sq yd with classic fit, a signature piece.
• Iconic Ribbed Cotton Women's Tank Top Women's tank top with narrow fit, featuring signature ribbed texture from organic cotton.
• European Standard Organic Linen Collection Collection of European Standard Organic Linen products featuring refined textures improved with each wear.
• Bather x Merz b. Schwanen Swim Trunk Men's swim trunk produced in collaboration with Bather, sold through Merz b. Schwanen's website.
• Swan Logo Cotton Twill Cap Cap made from organic cotton gabardine with low profile design and Swan logo; priced $85–$90.
• Classic Tennis Socks (2-pack) Ribbed crew socks sold in 2-packs featuring blue swan logo; priced $40.
• Laundry Detergent Cotton Laundry detergent formulated for caring for cotton garments, part of product care offering; priced $18.
• Merz b. Schwanen Gift Card Gift cards available for purchase, allowing customers to give Merz b. Schwanen products as gifts.

Quantifiable outcome

• Products improve with each wear - refined textures with authentic look and relaxed touch
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered minor and core.

• BatherminorStrategic or Co-development Partner · 1 January 2025Collaboration on swim shorts, with products available on the Merz b. Schwanen website.
• Danish AprioriminorStrategic or Co-development Partner · 1 January 2024Design collaboration with Berlin-based Danish Apriori for the New York City Canal Street store, contributing to the store's curated retreat aesthetic.
• Family-run Portuguese ManufacturercoreStrategic or Co-development Partner · 1 January 2016Partnership formed in 2016 with a trusted family-run manufacturer in Portugal. Holds fast to the standards and values of THE ORIGINALS while flexing creativity in new directions with modern colors, organic and recycled materials, and contemporary styles.
• Original FibresminorStrategic or Co-development PartnerBrand collaboration with Original Fibres, mentioned as a brand story on the website.

Scale indicators4 records

Recent moves12 records

Expansion highlights6 records

Direct peers

• Sunspel: British heritage basics brand with a long-standing loopwheeled and premium cotton T-shirt tradition, comparable positioning, multi-channel DTC plus flagship retail plus wholesale, and a similar emphasis on craftsmanship and natural fibers.
• Lady White Co. Family-run, US-based premium basics maker focused on heavyweight loopwheeled and American-made T-shirts and sweatshirts; directly comparable in product category, channel mix, and heritage-craftsmanship positioning.
• Buck Mason: US premium everyday-essentials brand selling American-made cotton tees, sweaters, and denim through DTC, own retail stores, and selective wholesale; competes in the same premium-basics category with overlapping customer.
• Velva Sheen: Revived American heritage basics brand (founded 1932) producing heavyweight loopwheeled T-shirts and sweatshirts in small batches, with a near-identical heritage-revival narrative to Merz b. Schwanen.
• Gitman Bros. Heritage American shirtmaker producing button-downs, oxfords, and casualwear in small Pennsylvania batches; comparable in made-in-America craftsmanship, premium price points, and DTC-plus-stockist channel mix.
• Taylor Stitch: California-based premium sustainable menswear brand with strong DTC, limited wholesale, and emphasis on organic and recycled materials; overlapping customer base in premium everyday essentials.
• 3sixteen: Premium heritage-inspired basics and denim brand with strong editorial positioning, small-batch production, and overlap with Merz b. Schwanen's quality-conscious, design-driven male customer.
• Camber USA: Heritage US maker of heavyweight loopwheeled and knit basics produced on vintage machinery, directly comparable manufacturing philosophy and product category to THE ORIGINALS line.

Emerging players

• Corridor NYC: NYC-based premium essentials brand with a focus on natural fibers, sustainable production, and modern heritage aesthetics; an emerging competitor in the same premium-basics whitespace.

Regional players

• Albam: UK-based premium menswear brand producing small-run, heritage-inspired essentials with similar emphasis on quality fabrics and considered design; comparable in positioning though not directly competing across US flagship channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/merzbschwanen
• YouTubeyoutube.com/@merzbschwanen
• Facebookfacebook.com/merzbschwanen
• LinkedInlinkedin.com/company/merzbschwanen
• Instagraminstagram.com/merzbschwanen

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 Merz b. Schwanen