What Sheego does

Sheego is a German direct-to-consumer plus-size women's fashion e-commerce brand, established in 2009 by Schwab Versand GmbH and operating as a subsidiary brand of the Witt-Gruppe (Josef Witt GmbH). The company sells exclusively through its owned digital channels — the sheego.de website and native iOS and Android mobile applications — serving curvy women across the DACH region with a catalog exceeding 7,112 SKUs spanning dresses, jeans, lingerie, swimwear, sportswear, evening wear, shoes, shapewear, and beachwear. Sheego offers one of the broadest size assortments documented in the German plus-size market: standard sizes 40-58, petite (Kurzgrößen) sizes 20-29, tall (Langgrößen) sizes 80-116, and bra cup sizes B through G. The brand positions itself around specialized fit expertise, with in-house designers operating as tailors and a proprietary body-type classification system (O, H, A, X, V) that drives personalized styling guidance.

Revenue is generated entirely through direct unit-priced e-commerce transactions, with a price ladder running from approximately €29.99 (basic underwear, entry items) to €249 (premium evening wear) and seasonal promotions of up to 60% off. The brand monetizes customer relationships through the FOR ME loyalty program, the Passt Mir Garantie fit guarantee, mobile-app-exclusive free shipping, and the sub-brand 'sheego by Joe Browns' designer collaboration. Marketing relies on owned digital channels — Facebook, Instagram, Pinterest, email newsletters, and editorial body-type/styling content — with no physical retail, marketplace, or wholesale distribution disclosed.

Sheego is led by three Managing Directors — Patrick Boos (Chairman), Marloes van Kooten, and Tobias Nieber — under the corporate umbrella of Josef Witt GmbH / Witt-Gruppe. Technology partnerships with LYCRA (INVISTA) for XTRA LIFE fibers and REPREVE (Unifi) for recycled nylon support product-quality and sustainability positioning, while LASCANA branded swimwear is resold through the platform to round out the assortment. The company does not disclose revenue, has no external funding rounds on record, and operates as a privately held subsidiary within a diversified German retail group.

Name

Sheego

Legal name

Josef Witt GmbH

Website

https://sheego.de

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Sheego is a German direct-to-consumer plus-size women's fashion e-commerce brand, operating through sheego.de and mobile apps to sell apparel, lingerie, and swimwear in sizes 40-58 (plus petite and tall variants) to curvy women across the DACH region under the Witt-Gruppe.

Ownership category

akta.pro rank

Product category

Plus Size Women's Apparel

NAICS

Clothing and Clothing Accessories Retailers (45811), Shoe Retailers (45821)

SIC

Retail-Women's Clothing Stores (5621)

akta.pro primary industry

Women’s Apparel Retail (CRAAABAB)

akta.pro secondary industries

Personal Styling for Plus-Size & Inclusive Fit (HSACAJAI), Sustainable/Ethical Shopping & Capsule Wardrobe Building (HSACAJAL), Intimates, Lingerie & Sleepwear Retail (CRAAABAF)

Keywords

• Plus size fashion
• Women's apparel
• Curve clothing
• Plus size clothing
• Specialty e-commerce

Headquarters

HQ city

Frankfurt

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. E-commerce Retail Sales: Sheego generates revenue through direct online retail sales of Plus Size fashion apparel and accessories. Customers purchase items at listed prices through the sheego.de website or mobile app. The company offers various payment methods including invoice (Kauf auf Rechnung), and provides free returns. Sales include both regular-priced items and discounted sale merchandise.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Sheego is a direct-to-consumer e-commerce brand that designs and sells Plus Size women's fashion apparel and accessories. Its catalog spans dresses, jeans, blouses, evening wear, sportswear, beachwear, lingerie, shapewear, homewear, and shoes, offered in sizes 40-58 (with petite 20-29 and tall 80-116 variants) and bra cup sizes B-G. Sales are executed exclusively through the company's own sheego.de online storefront and its iOS/Android mobile apps, supported by the FOR ME loyalty program and the Passt Mir Garantie (Fit Guarantee) exchange service.

Product overview

Sheego is a Plus Size fashion e-commerce platform and brand offering women's clothing in large sizes (starting from size 40/42), operated by Josef Witt GmbH under the Witt-Gruppe. The core offering is the sheego brand plus size fashion line featuring dresses, jeans, pants, blouses, evening wear, and business attire. The product portfolio includes specialized sub-lines like sheego by Joe Browns for colorful patterned swimwear, complemented by underwear/lingerie (bras, shapewear, homewear), swimwear (badeanzüge, tankinis, badekleider), sportswear, beachwear, and shoes. Sheego also offers clothing in special size variants including Kurzgrößen (short sizes 20-29) and Langgrößen (tall sizes 80-116), as well as cup sizes B-G for underwear and swimwear. The company positions itself as a specialist in curve fashion with emphasis on perfect fit, high-quality materials, and sustainable fabrics.

Differentiator

Problem solved

Functional benefit

Products and services

• Plus Size Mode (Sheego Brand) Core Plus Size women's fashion line offering dresses, jeans, pants, tops, blouses, tunics, evening wear, business attire, and casual wear in sizes 40-58, designed for curvy women by in-house fashion designers.
• sheego by Joe Browns Branded sub-line featuring colorful, floral-patterned swimwear and beachwear with unique British-inspired designs, including swim dresses, mesh-rock styles, shaping-effect beachwear, and beach cover-ups made with REPREVE recycled nylon fibers.
• Bademode (Swimwear)

Quantifiable outcome

• Sizes available: 40-58 standard, 20-29 petite, 80-116 tall
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Schwab Versand GmbH / Witt-GruppecoreStrategic or Co-development Partner · 1 January 2009Sheego was founded in 2009 as a Plus Size Mode Label by Schwab Versand GmbH and operates as a brand of the Witt-Gruppe (Josef Witt GmbH). The parent company provides corporate infrastructure, supply chain, and operational support for the Sheego brand.
• Joe BrownscoreStrategic or Co-development PartnerExclusive brand collaboration 'sheego by Joe Browns' featuring designer swimwear and beachwear collections. The partnership brings British-inspired floral prints and unique design aesthetics to Sheego's Plus Size swimwear range, including mesh-rock styles and shaping-effect beachwear.
• LASCANAminorChannel Partner/ Reseller/ DistributorLASCANA branded swimwear and beachwear products are sold through the Sheego platform, expanding the swimwear assortment with additional brand options alongside Sheego's own label and sheego by Joe Browns collections.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Ulla Popken: Germany's largest plus-size fashion specialist, headquartered in Germany, with overlapping size ranges (42+) and similar DTC/online plus women's apparel assortment — the most direct comparable to Sheego.
• Happy Size: German specialist plus-size online retailer (part of the Schwab/ Witt-Gruppe ecosystem historically), competing head-to-head with Sheego on extended sizes and German plus-size e-commerce traffic.
• Navabi: Pure-play premium plus-size women's fashion retailer with a multi-country footprint, comparable to Sheego on niche specialization and DTC model but differentiated by international scope and premium positioning.
• Bonprix: Otto Group-owned apparel retailer with a substantial plus-size range and DACH-anchored DTC e-commerce, directly competing with Sheego for plus-size women's apparel customers.
• Lane Bryant: US plus-size women's apparel specialist with strong domain authority in extended sizes; comparable in product focus (lingerie, casual, formal) but operates in a different geography.

Broad incumbents

• H&M: Global fast-fashion incumbent with an expanding extended-sizes assortment, competing on price, trend velocity, and brand reach that Sheego's specialist model cannot match.
• C&A: Mass-market European apparel retailer with a dedicated plus-size line and German physical and digital footprint, competing for the same plus-size customer with broader assortment.
• Zalando: Largest European fashion e-commerce platform with an increasingly deep plus-size assortment, serving as the default starting point for many plus-size shoppers in Germany.
• ASOS (Curve line): Global online fashion incumbent with a dedicated ASOS Curve plus-size line covering sizes 16–30+, directly competing with Sheego for fashion-forward plus-size shoppers in DACH and beyond.

Emerging players

• Eloquii: Digital-first plus-size women's fashion brand emphasizing trend-forward styles, comparable to Sheego on DTC-led plus-size specialty positioning and body-positive positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/sheego
• Instagraminstagram.com/sheego_fashion
• Pinterestpinterest.com/sheego
• Xx.com/sheego

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Sheego