Hirmer

What Hirmer does

Hirmer is a German men's fashion retailer founded in 1914 and headquartered in Munich, operating under the private HIRMER-Gruppe as the primary legal entity HIRMER GmbH & Co. KG. The company runs a single Munich flagship store at Kaufingerstr. 28 alongside a dedicated warehouse and distribution center at Lilienthalallee 20, and a full-feature e-commerce platform at hirmer.de that ships to roughly 60 countries. Its assortment covers business and casual menswear (suits, jackets, shirts, trousers, jeans, knitwear, polos), an extensive footwear category (business shoes, sneakers, boots, loafers, traditional Bavarian shoes), accessories (ties, bow ties, belts, bags), and a deep dedicated Trachten range (Lederhosen from Hirschleder, Trachtenwesten, Janker, Trachtenhemden, Trachtenschuhe) sourced from specialty makers such as Meindl, Amsel, Hammerschmid, Gottseidank and Spieth & Wensky. The brand portfolio spans roughly 20 international premium labels including BOSS, Hugo, Polo Ralph Lauren, Tommy Hilfiger, Barbour, Woolrich, Joop, Windsor, Baldessarini, Lacoste, Gant, Belstaff, Wellensteyn, Strellson, and Brax.

The platform is built on standard e-commerce infrastructure augmented by a small set of proprietary convenience features: a digital returns portal that generates return labels by email, DHL Packstation integration for 24/7 parcel collection, and a Click & Reserve service that bridges online and in-store purchase. Payments are processed through PayPal, Visa, Mastercard, American Express, Klarna (including Rechnungskauf, Sofort and Ratenkauf) and Amazon Pay, with DHL and UPS handling fulfillment and Trusted Shops providing seller-rating trust signals. There is no public API and no native mobile app; distribution is delivered through the company-controlled hirmer.de storefront, the Munich flagship, and DHL Packstation.

Hirmer makes money through one-time retail product sales across its premium price range (approximately EUR 20 for basic T-shirts to over EUR 1,699 for premium leather pants), supplemented by a tiered Männerkarte loyalty program that drives repeat purchase and offers perks such as 50%-discount alterations and free shipping once customers reach the EUR 2,500+ annual BLACK-Status spend threshold. The Männerkarte is also extended into a partnership ecosystem with Sixt, Platzl Hotel, Laurastar by BOSS, Prechtlgut, Little London, Urlaubscenter and Bazaar Noir, providing cross-vertical member benefits. The company serves three overlapping consumer segments — men's fashion customers broadly, Trachten (traditional Bavarian) enthusiasts, and footwear buyers — and has expanded its addressable customer base through wholly-owned subsidiaries including HIRMER GROSSE GRÖSSEN (plus-size menswear retail and online) and an Austrian regional entity (Hirmer Grosse Grössen Austria GmbH & Co. KG), plus the legacy ECKERLE menswear subsidiary.

Name

Hirmer

Legal name

HIRMER GmbH & Co. KG

Website

https://hirmer.de

Company type

Private

Founded year

1914

Operating status

Operating

Headcount range

251–500 employees

Short description

Hirmer is a Munich-based German menswear retailer (founded 1914) operating the HIRMER flagship store and hirmer.de e-commerce platform, selling premium international brands and specialized Bavarian Trachten to consumers across Germany, Austria, Switzerland and 60+ international markets.

Ownership category

akta.pro rank

Headquarters

HQ city

Munich

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Revenue generated from selling men's fashion apparel, shoes, and accessories through both physical retail stores and online e-commerce platform. Products include business attire, casual wear, traditional Trachten (Bavarian traditional clothing), shoes, and accessories from premium international brands.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Hirmer is an exclusive men's fashion retailer selling curated premium international and traditional Bavarian clothing, footwear, and accessories through its Munich flagship store and the hirmer.de e-commerce platform. The assortment spans business attire, casualwear, shoes, and a dedicated Trachten (traditional Bavarian) range including Lederhosen, Trachtenwesten, Janker, and Trachtenschuhe.

Product overview

Hirmer is an exclusive men's fashion online retailer and offline department store based in Munich, Germany. The company operates a single unified e-commerce platform (Hirmer.de) alongside its Munich flagship store, offering a curated selection of premium men's clothing and accessories. The product portfolio centers on the core online shop featuring clothing categories (suits, jackets, shirts, pants, sweaters, T-shirts, polo shirts), a dedicated traditional Bavarian Trachten section (Lederhosen, vests, traditional jackets, traditional shirts, traditional shoes), and a shoes category (business shoes, sneakers, boots, loafers). The company carries international premium brands including BOSS, Hugo, Tommy Hilfiger, Polo Ralph Lauren, and others. Supplementary services include the Mannerkarte loyalty program with tiered benefits, Click & Reserve in-store pickup, Personal Shopping consultations, and international shipping. The platform integrates standard ecommerce payment (PayPal, Visa, Mastercard, Klarna, Amazon Pay) and shipping solutions (DHL, UPS, DHL PackStation).

Differentiator

Problem solved

Functional benefit

Brands

• HIRMER GROSSE GRÖSSEN: Plus-size men's fashion line and retail operation
• MÄNNERKARTE

Products and services

• Munich Flagship Store
• Hirmer.de Online Shop
• Männerkarte Loyalty Program
• Personal Shopping Service
• Click & Reserve
• Newsletter Sign-Up with €10 Welcome Voucher
• Versand & Retouren (Shipping & Returns)

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered minor.

• Platzl HotelminorGTM or Marketing PartnerCooperation partner in the Männerkarte loyalty program. Members receive 20% discount in Platzl Gastronomie, providing exclusive dining benefits to Hirmer customers.
• Laurastar by BOSSminorGTM or Marketing PartnerMännerkarte members receive 10% discount on Laurastar products by BOSS through the loyalty program partnership.
• SixtminorGTM or Marketing PartnerPremium car rental partnership offering Männerkarte members worldwide discounts on Sixt rentals.
• PrechtlgutminorGTM or Marketing PartnerMännerkarte members receive 15% discount on overnight stays at Prechtlgut, a boutique accommodation partner.
• Little LondonminorGTM or Marketing PartnerRestaurant partnership offering special attention and benefits for Männerkarte holders at Little London establishment.
• UrlaubscenterminorGTM or Marketing PartnerTravel partnership offering exclusive vacation deals and Sonderaktionen for Männerkarte members.
• Bazaar NoirminorGTM or Marketing PartnerFashion boutique partnership offering 10% discount for the Hirmer family at two locations.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Mytheresa: Munich-based premium online fashion retailer with global e-commerce presence and curated brand assortment. Comparable as a Munich-based premium fashion e-commerce operator with overlapping brand portfolio and global reach.

Broad incumbents

• Bogner: German premium sportswear and lifestyle brand with strong Trachten and Alpine heritage. Comparable as a Munich-based premium brand operating in overlapping Trachten and lifestyle categories.
• Woolrich: Premium outerwear and lifestyle brand with strong European DTC presence. Comparable as a brand Hirmer carries and as a competing premium menswear destination for the same customer.
• Hugo Boss: Global premium menswear brand-owner with extensive DTC stores and e-commerce competing for the same end customer. Comparable as both a key brand partner and a competitor via direct retail channels in the premium men's segment.

Direct peers

• Engelhorn: German premium multi-brand fashion retailer headquartered in Mannheim with a strong omnichannel presence and broad assortment across men's, women's, and sportswear. Directly comparable as a premium DACH specialty retailer competing for the same brand-vendor relationships and customer demographic.
• Peek & Cloppenburg: European multi-brand fashion retailer with strong DACH presence offering premium and contemporary menswear alongside womenswear. Comparable through shared brand portfolio, store footprint, and customer demographic, though broader in scope.
• Lodenfrey: Munich-based premium fashion retailer with strong Trachten and traditional wear heritage. Direct geographic and category peer, also leveraging Bavarian heritage and curated premium brand portfolio.
• Anson's: German men's fashion specialty retailer offering premium international brands across business, casual, and occasion wear. The closest direct men's-only specialty competitor to Hirmer in the German market.
• Breuninger: Stuttgart-based premium fashion and lifestyle department store with flagship stores, e-commerce, and premium international brand portfolio. Closely comparable on premium positioning, multi-brand strategy, and omnichannel execution across DACH.

Regional players

• Kastner & Öhler: Austrian premium fashion retailer with strong Trachten assortment and DACH-wide e-commerce. Comparable through traditional wear expertise and premium positioning, but primarily Austrian market focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/hirmermenstyle
• Facebookfacebook.com/HirmerMenstyle
• Instagraminstagram.com/hirmermenstyle

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 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 Hirmer