FRAAS

What FRAAS does

FRAAS is a German family-owned fashion accessories company founded in 1880 in Wüstenselbitz, Upper Franconia, and currently led by fifth-generation owners Alexander and Andreas Schmidt. Its core product focus is scarves, stoles, wraps, cloths, and ponchos, with adjacent categories in headwear (LOEVENICH), men's accessories (under a bugatti license), and home textiles. The company's signature technical asset is Cashmink®, a registered proprietary synthetic fiber positioned as 20% finer than cashmere with anti-allergic and water-repellent properties, in production since 1985. Anchor brand identity is the FRAAS Plaid pattern, a black-white web check with a single colored thread dating to the early 20th century, applied across categories including Cashmink®, cashmere, silk, wool, and cotton.

FRAAS operates primarily as a direct-to-consumer e-commerce business through its own storefront at fraas.com, with multi-currency checkout and multi-language support across approximately 25 European countries, and ships via DHL within Germany. Distribution is supplemented by a B2B wholesale channel on the NuOrder platform and a physical factory outlet at the Wüstenselbitz headquarters. Pricing spans entry-level silk scarves at €19.95 through premium cashmere and luxury items at €199, with a 30% discount sale section and separate tiered gift categories (under €50, under €100, under €150, luxury). Marketing is conducted through Instagram, Facebook, YouTube, and Pinterest, alongside a content marketing layer covering material education (Seide, Kaschmir, Cashmink®, The FRAAS Plaid), styling (How to Wear, Festival Looks), and seasonal campaigns.

The revenue model is split across DTC e-commerce retail and B2B wholesale; the company has no institutional investors, no disclosed funding rounds, and no M&A activity in the source data. Production occurs in China under German quality standards, with some items designated "Made in Germany," and design and product development remain in Upper Franconia. The company has launched a Sustainability Edition line and a Living/home textiles category, and runs a marketing partnership with Brigitte magazine, indicating incremental product and brand extension against a primarily consumer base.

Name

FRAAS

Legal name

FRAAS

Website

https://fraas.com

Company type

Private

Founded year

1880

Operating status

Operating

Headcount range

11–50 employees

Short description

FRAAS is a German family-owned (founded 1880) direct-to-consumer fashion accessories retailer, selling scarves, stoles, ponchos, headwear, and home textiles featuring the proprietary Cashmink® fiber across approximately 25 European countries via its own e-commerce storefront, supplemented by a B2B wholesale channel and a factory outlet.

Ownership category

akta.pro rank

Product category

Fashion Accessories (Scarves & Textiles)

NAICS

Apparel Accessories and Other Apparel Manufacturing (31599)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro industry

PRIMARYIMAOAFAD

Scarves/Shawls/Winter Neckwear Manufacturing

Industrials, Manufacturing & Construction/Textiles, Apparel & Leather Manufacturing/Apparel Accessories Manufacturing (Hats/Gloves/Belts/Scarves)

SECONDARYIMAOAFAB

Gloves & Mittens Manufacturing

Industrials, Manufacturing & Construction/Textiles, Apparel & Leather Manufacturing/Apparel Accessories Manufacturing (Hats/Gloves/Belts/Scarves)

SECONDARYIMAOAFAJ

Cold-Weather Accessories Manufacturing (Thermal Sets/Arm & Leg Warmers)

Industrials, Manufacturing & Construction/Textiles, Apparel & Leather Manufacturing/Apparel Accessories Manufacturing (Hats/Gloves/Belts/Scarves)

Keywords

• Fashion scarves
• Wraps and stoles
• Textile accessories
• Headwear and gloves
• Home textiles

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations

Revenue model

1. B2C E-commerce Retail: Direct-to-consumer sales of scarves, wraps, hats, gloves, and accessories through the company's e-commerce website. Products sold at various price points from budget to luxury.
2. B2B Wholesale: Wholesale distribution to business customers through the NuOrder B2B platform, targeting retailers and other businesses.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

FRAAS is a German fashion accessories maker founded in 1880 that designs and sells scarves, wraps, stoles, ponchos, hats, gloves and home textiles in materials such as silk, cashmere, wool, cotton and its proprietary Cashmink® fiber. It sells direct-to-consumer via its e-commerce shop and to retailers through a B2B wholesale channel.

Product overview

FRAAS is a German fashion accessory company founded in 1880, currently led by the 5th generation of the Schmidt family (Alexander and Andreas Schmidt). The company operates as a multi-brand portfolio consisting of its core FRAAS brand alongside two sub-brands: LOEVENICH (premium headwear) and bugatti (men's accessories under license). FRAAS's core product offering centers on scarves, stoles, cloths, and ponchos available in various premium materials including proprietary Cashmink® (a synthetic fiber 20% finer than cashmere), genuine Kaschmir (cashmere), Seide (silk), and Wolle (wool). The signature FRAAS Plaid—a classic web plaid pattern developed in Oberfranken dating from the early 20th century—serves as the brand's hallmark design across all product categories. The company also extends into headwear, hand accessories, and living textiles (blankets/throws). Products are primarily manufactured in China under German quality standards, with some items bearing 'MADE IN GERMANY' designation. FRAAS operates primarily through its e-commerce platform and offers a B2B wholesale channel.

Differentiator

Problem solved

Functional benefit

Brands

• LOEVENICH: Hat and headwear brand under the FRAAS umbrella, offering summer hats, fedoras, trilbys, bucket hats, caps, and visors for women and men.
• bugatti
• Cashmink®

Products and services

• FRAAS Schals (Scarves) Core line of scarves in various materials including Cashmink®, cashmere, silk, wool, cotton and synthetic blends, including XXL scarves, loop scarves and narrower formats, for women and men.
• FRAAS Tücher (Cloths/Scarves) Neck cloths and scarves in various formats including triangle cloths and traditional styles, featuring seasonal patterns and materials.
• FRAAS Stolen (Stoles) Elegant stoles for evening wear or special occasions in silk, Cashmink®, cashmere and other materials with designs including Ombré effects and floral patterns.
• FRAAS Ponchos Versatile year-round ponchos made from polyacryl, wool and other materials, including reversible ponchos combining FRAAS Plaid with solid colors.
• FRAAS Loops Seamless loop scarves in various materials including Cashmink® and FRAAS Plaid patterns for versatile styling.
• FRAAS Nickitücher Small neck scarves in silk and silk-blend materials with prints including FRAAS Plaid and animal prints.
• FRAAS Twillys Narrow silk scarves for versatile styling as hair accessories or neck adornments, featuring FRAAS Plaid patterns.
• FRAAS Regenponchos (Rain Ponchos) Water-repellent rain ponchos featuring the FRAAS Plaid pattern, combining function with brand aesthetics.
• Cashmink® FRAAS's proprietary synthetic fiber, 20% finer than traditional cashmere, offering thermal insulation, climate comfort, skin-friendliness, anti-allergic properties and water repellence; used across scarves, stoles and wraps and produced with the FRAAS Plaid pattern since 1985.
• Sustainability Edition Eco-conscious product line of scarves, stoles and cloths made with sustainable materials and production methods, with nature-inspired designs.
• FRAAS Living (Decken & Plaids) Home textile collection of blankets and throws for living spaces, extending the FRAAS brand into home décor.
• FRAAS Geschenkgutscheine (Gift Vouchers) Digital and physical gift vouchers available for purchase, enabling gifting for various occasions and price ranges.
• FRAAS Kopf-Accessoires (Head Accessories) Headwear category including hats, caps and basecaps, beanies and headbands for women and men.
• FRAAS Hand-Accessoires (Hand Accessories) Hand accessories including gloves, gauntlets and bags, primarily for women.
• LOEVENICH FRAAS's headwear sub-brand specializing in premium hats, caps and summer headwear including fedoras, straw hats, bucket hats, trilbies, fishing hats, visors, caps and beanies, known for boho-style designs.
• bugatti Licensed brand offering men's accessories including scarves, caps and headwear with pinstripe designs and classic colorways.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered minor.

• LOEVENICHminorOthersLOEVENICH is a sub-brand under FRAAS specializing in hats and headwear. Products include straw hats, fedoras, trilbies, bucket hats, caps, and visors primarily targeting women.
• bugattiminorOthersbugatti is a licensed brand partner for men's accessories including scarves, hats, caps, and gloves. Products target men with classic and sporty styles.
• Brigitte (Magazine)minorGTM or Marketing PartnerCollaboration with Brigitte magazine for a sweepstakes promotion featuring a silk stole as prize.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Hermès: French luxury house whose iconic silk carré scarves and shawls are a category benchmark. Directly comparable as a heritage accessories brand with proprietary in-house print designs, multi-generational craftsmanship narrative, and premium pricing across Europe and globally.
• Falke: German family-owned hosiery and apparel accessories manufacturer based in Germany. Comparable as a German premium accessories specialist operating in scarves, legwear, and similar adjacent categories, with similar family-owned DNA and European manufacturing heritage.
• Johnstons of Elgin: Scottish cashmere weaver producing scarves, stoles, and blankets. Comparable as a multi-generation heritage textile manufacturer with cashmere accessories as its core offering and Made-in-UK production as a premium credential.
• Louis Vuitton: LVMH-owned luxury house with a flagship scarf and shawl collection using monogram and signature print designs. Comparable as a heritage accessories brand monetizing signature patterns at the premium tier with global DTC and wholesale distribution.
• Burberry: British heritage fashion house with a longstanding cashmere and wool scarf business centered on a signature check pattern — the closest analog to FRAAS's heritage-and-signature-plaid model. Comparable in heritage positioning, scarf category leadership, and European craft narrative.

Emerging players

• Woolrich: American heritage outerwear and accessories brand extending into scarves, blankets, and cold-weather accessories. Comparable as a heritage textile brand with a winter/cold-weather accessories portfolio and signature plaid patterns.
• Acne Studios: Swedish contemporary fashion house with a meaningful scarves and accessories category alongside ready-to-wear. Comparable in DTC-led European e-commerce model with multi-country coverage, though at a younger-brand demographic profile.

Broad incumbents

• Issey Miyake: Japanese designer brand with a strong scarves and pleated accessories line under Pleats Please and other labels. Comparable for its accessories-led revenue mix and signature print/textile identity, although broader in category scope.
• Loewe: LVMH-owned Spanish luxury house with a scarves and woven accessories line. Broader luxury portfolio than FRAAS, but the woven accessories and signature-pattern brand model is structurally analogous.
• Max Mara: Italian womenswear house with a substantial scarves and accessories line as part of its larger ready-to-wear portfolio. Comparable for premium European positioning, signature pattern identity, and a multi-decade brand heritage, though a much broader apparel scope.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCOe7wZNcXJlWFicQyHSJrOg
• Facebookfacebook.com/fraas.scarf
• Instagraminstagram.com/fraas.europe
• Pinterestpinterest.de/fraasscarf
• Xx.com/fraas_scarf
• LinkedInlinkedin.com/company/fraas

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 FRAAS