engelbert strauss

What engelbert strauss does

Engelbert Strauss (legal entity: Strauss Deutschland GmbH & Co. KG) is a privately held, family-owned German workwear and occupational equipment specialist founded in 1948 and headquartered in Biebergemünd, Germany, under CEO Henning Strauss. The company operates a direct-to-consumer and B2B e-commerce platform (strauss.com) with 15+ localized country storefronts across Europe — including Germany, Austria, Switzerland, the Netherlands, Belgium, France, the UK, Italy, Poland, the Czech Republic, Slovakia, Slovenia, Croatia, Sweden, and Denmark — plus a dedicated Strauss America entity for the US market. Distribution is multi-channel: owned e-commerce, Workwearstore physical retail, B2B account-based sales with e-procurement and invoice terms, and event-driven brand channels.

The product portfolio spans 40,000+ items organized into five core categories: work clothing (Arbeitskleidung), work shoes (Arbeitsschuhe), work protection (Arbeitsschutz), tools (Werkzeuge), and operational supplies (Betriebsbedarf). Innovation is concentrated in materials and customization rather than software, with proprietary collections including e.s.trail (outdoor/adventure), e.s.T:aktik (Ripstop-light summer workwear), e.s.motion, e.s.industry, e.s.work & travel, Engelbird (children's apparel), and the MyDesign print/embroidery service that accepts orders from a single unit. Sustainability features include the use of recycled ocean plastics in selected workwear lines.

Revenue is generated primarily through one-time product sales of workwear, safety footwear, and professional equipment, supplemented by customization service fees and cross-sale of lifestyle accessories (bags, backpacks). Pricing is per-item at retail, with free shipping above €178.50 and invoice purchasing available for B2B customers; no subscription or platform pricing tiers are disclosed. Customer segments span skilled trades and industrial workers (primary), individual consumers, and sports/entertainment organizations, with named partners including Premier League clubs Everton and Fulham and the Country Music Association in the US. No public revenue, M&A, or funding activity is disclosed.

Name

engelbert strauss

Legal name

Strauss Deutschland GmbH & Co. KG

Website

https://engelbert-strauss.de

Company type

Private

Founded year

1948

Operating status

Operating

Headcount range

101–250 employees

Short description

Engelbert Strauss is a privately held, family-owned German workwear and occupational equipment specialist selling 40,000+ products across workwear, footwear, safety gear, tools, and supplies to trades, industrial workers, businesses, and consumers via 15+ European e-commerce storefronts and a US operation.

Ownership category

akta.pro rank

Product category

Professional Workwear

NAICS

Clothing and Clothing Accessories Retailers (458110), Shoe Retailers (4582)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Shoe Stores (5661)

akta.pro primary industry

Work, Safety & Occupational Footwear Retail (CRAAADAD)

Keywords

• Professional workwear
• Safety footwear
• Occupational clothing
• Work protection gear
• Custom embroidery service

Headquarters

HQ city

Wirtheim

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Workwear and Apparel Sales: Engelbert Strauss generates the majority of its revenue through direct sales of professional workwear, safety footwear, and occupational clothing. The company operates a B2C e-commerce platform (strauss.com) and serves professional customers through account-based ordering. Products span over 40,000 items including clothing, shoes, safety gear, tools, and operational supplies.
2. Customization Services (Print & Embroidery): The company offers print and embroidery customization services starting from 1 unit, providing branding solutions for workwear for businesses, clubs, and events. This adds a service revenue layer on top of product sales, enabling upsell and differentiated pricing.
3. e.s.work & travel Bags and Accessories: Sale of bags, backpacks, and travel accessories (e.g., Duffle Bags, Rolltop backpacks, shoe & laundry bags) as part of a lifestyle extension beyond core workwear, cross-selling to the same professional customer base.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Engelbert Strauss designs, manufactures, and sells professional workwear, safety footwear, occupational clothing, work protection equipment, tools, and operational supplies through a direct-to-customer e-commerce platform with 15+ localized European storefronts plus US operations. The company offers over 40,000 products under multiple branded collections (e.s.trail, e.s.T:aktik, e.s.industry, e.s.work&travel) along with customization services (print and embroidery from 1 piece) and B2B account-based ordering with e-procurement integration.

Product overview

Engelbert Strauss (Strauss) operates a multi-brand workwear and professional equipment platform offering over 40,000 products across five core categories: work clothing (Arbeitskleidung), work shoes (Arbeitsschuhe), work protection (Arbeitsschutz), tools (Werkzeuge), and operational supplies (Betriebsbedarf). The portfolio includes multiple branded collections such as e.s.trail (outdoor/adventure clothing), e.s.T:aktik (summer workwear with Ripstop light fabric), e.s.work&travel (bags and luggage), e.s.industry (industrial workwear), Engelbird (children's apparel), and e.s. Yatala (S1 safety shoes). Additional offerings include Strauss Flexible Sets (bundled configurable product sets), MyDesign (custom printing and embroidery service from 1 piece), and E-Procurement integration. The company sells directly to professionals, businesses, and consumers through its e-commerce platform with operations across multiple European countries, the UK, and the US.

Differentiator

Problem solved

Functional benefit

Brands

• e.s.trail: Outdoor clothing for work and adventure - maximum flexibility, good protection
• e.s.t:aktik
• e.s.motion
• e.s.industry
• e.s.work & travel
• Engelbird
• MyDesign

Products and services

• e.s.trail Collection
• e.s.T:aktik Collection Summer workwear collection made from ultra-light and elastic Ripstop light fabric, designed as power fabric for hot weather working conditions.
• e.s.work&travel Collection Bags, backpacks, and luggage collection with versatile combination options and practical features designed for travel comfort and organization.
• e.s.industry Collection Industrial workwear collection designed for professional industrial use.
• Engelbird Children's Shirts Children's shirts featuring colorful bird-themed designs and motifs, branded with the Engelbird character.
• e.s. Yatala Low Safety Shoes S1 safety shoes with steel cap made from robust canvas material, designed as sporty safety sneakers that are extra airy and light for summer.
• Strauss Flexible Sets (Aktionssets) Configurable action sets allowing customers to flexibly combine colors and sizes for significant savings on workwear bundles.
• Strauss MyDesign (Print & Embroidery) Custom print and embroidery service starting from 1 piece, allowing customers to personalize workwear with over 400 available motifs and custom upload options for work, clubs, and events.
• Arbeitskleidung (Work Clothing) Professional work clothing and workwear for various industries and professions.
• Arbeitsschuhe (Work Shoes) Safety and work footwear including S1 and other safety classifications.
• Arbeitsschutz (Work Protection) Work safety and protection equipment for industrial and professional use.
• Werkzeuge (Tools) Professional tools for various work applications.
• Betriebsbedarf (Operational Supplies) Operational and business supplies for professional workplaces.

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Everton FCcoreGTM or Marketing Partner · 1 December 2025Strauss expanded its presence in the English Premier League by securing a sponsorship deal with Everton Football Club, providing branded workwear and merchandise for the club's staff and operations.
• Fulham FCcoreGTM or Marketing Partner · 1 December 2025Strauss expanded its presence in the English Premier League by securing a sponsorship deal with Fulham Football Club, providing branded workwear and merchandise for the club's staff and operations.
• Country Music Association (CMA)coreGTM or Marketing Partner · 1 November 2025Engelbert Strauss Inc. partnered with the Country Music Association for the 59th Annual CMA Awards in Nashville, Tennessee, in November 2025. The partnership includes being presenting sponsor of the CMA Touring Awards and exclusive workwear provider for the 2026 CMA Fest, with plans to expand presence in Nashville through 2026. This represents a significant marketing and brand-building partnership in the US entertainment and touring industry.
• Ecoalf, Carhartt and peer companies in sustainable workwearminorOthersEngelbert Strauss is listed alongside Ecoalf and Carhartt as a company using recycled ocean plastics in workwear manufacturing, indicating alignment with sustainability industry peers and shared materials sourcing practices in sustainable manufacturing.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Würth: Germany-headquartered global leader in B2B workwear, tools, and fasteners, serving trades and industrial customers through direct sales and e-procurement. Highly comparable in target customer (professional trades), product breadth (workwear + tools), and B2B go-to-market.
• MEWA Textil-Service: German family-owned workwear rental and service specialist with European operations. Comparable in workwear focus and European footprint, though differentiated by managed-service and laundering versus Engelbert Strauss's transactional retail model.
• CWS Workwear: International workwear, hygiene, and facility services company with a strong European workwear rental business. Comparable in occupational apparel focus and multi-country European presence, competing for the same enterprise buyers.
• Mascot Workwear: Danish workwear manufacturer and retailer selling directly to trades and industry across Europe. Closely comparable as a mid-sized European workwear brand with similar B2B+B2C distribution and premium positioning.
• Snickers Workwear: Swedish premium workwear brand (part of Hultafors Group) serving tradespeople across Europe with a strong product-led, direct-to-trades distribution model. Comparable in target segment, premium workwear positioning, and European geographic footprint.
• Lindström Group: Finnish family-owned textile rental and workwear service company operating across Europe and Asia. Comparable in workwear focus and family-owned heritage, though predominantly a rental/service model versus Engelbert Strauss's product-sale model.
• Carhartt: US-headquartered workwear brand with growing European presence, explicitly named alongside Engelbert Strauss as a peer in recycled ocean plastics workwear manufacturing. Comparable in workwear category leadership, sustainability positioning, and multi-channel D2C + B2B distribution.
• Uvex Safety Group: German manufacturer of safety footwear, helmets, and personal protective equipment serving industrial and sports users. Comparable in safety footwear and PPE product focus, German heritage, and professional/industrial customer base.
• Elten: German safety footwear specialist serving trades, construction, and industry. Comparable as a German-headquartered safety footwear peer with overlapping occupational customer base and similar e-commerce and B2B distribution.
• Timberland PRO: US work and safety footwear brand (part of VF Corporation) with global distribution. Comparable in occupational footwear category, professional trades customer base, and US/international retail and B2B presence.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/EngelbertStraussDE

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 engelbert strauss