Anita Dr. Helbig

What Anita Dr. Helbig does

Anita Dr. Helbig GmbH is a privately held, family-owned intimate apparel manufacturer founded in 1886 and currently led by its fifth generation, headquartered in Brannenburg, Upper Bavaria, with a registered office in Kufstein, Austria, and a North American subsidiary in Fort Lauderdale, Florida. The company designs, produces, and distributes women's lingerie, sportswear, swimwear, and post-mastectomy care products under five sub-brands (Anita since 1886, ROSA FAIA, Anita maternity, Anita active, and Anita care) and seven registered trademarks, manufactured across six owned production facilities and supported by approximately 1,600 employees across roughly twenty subsidiaries.

Product portfolio spans bras across cup sizes A through K, swimwear, underwear, shapewear, and specialized medical-care items including breast prostheses (VELVETY) and compression garments, with proprietary technologies such as the TriProVita breast care system, Lymph O Fit material with lymphatic drainage properties, 360° BodyControl functional lining, and Special Big Cup Support, alongside LYCRA XTRA LIFE fiber integration for swimwear durability. The company targets five primary customer segments: women requiring post-mastectomy care, pregnant and nursing women, plus-size women, active women, and the general women's intimate apparel market.

Revenue is generated through direct-to-consumer e-commerce across twelve country storefronts, a dedicated B2B wholesale portal (b2b.anita.com), and distribution through specialty lingerie retailers and medical supply stores, with unit pricing in the €50-€150 range and no subscription model. The company holds PCI DSS, GDPR, and CCPA compliance certifications, integrates standard e-commerce tooling (PayPal/Braintree, Google Analytics, Google Ads, Microsoft Advertising), and has not disclosed any external funding, M&A activity, or AI/ML capabilities.

Name

Anita Dr. Helbig

Legal name

Anita Dr. Helbig GmbH

Website

https://anita.com

Company type

Private

Founded year

1886

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Anita Dr. Helbig GmbH is a fifth-generation, family-owned German intimate apparel manufacturer founded in 1886, producing bras, swimwear, maternity, sports, and post-mastectomy care products across six production facilities for consumer and medical-specialty customers in twelve countries.

Ownership category

akta.pro rank

Product category

Women's Intimate Apparel & Lingerie Manufacturing

NAICS

Cut and Sew Apparel Manufacturing (except Contractors) (31525), Apparel Manufacturing (315)

SIC

Women's, Misses', Children's & Infants' Undergarments (2340), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

akta.pro secondary industries

Bras & Bralettes (CRAAAIAA), Panties & Briefs (CRAAAIAB), Maternity & Nursing Intimates (CRAAAIAH), Swimwear & Beachwear Cut & Sew (IMAOAEAH)

Keywords

• Women's lingerie
• Maternity bras
• Mastectomy products
• Plus size bras
• Swimwear

Headquarters

HQ city

Brannenburg

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Direct-to-consumer online sales through anita.com website across multiple countries and languages. Customers purchase directly from the company's storefront.
2. B2B Wholesale Distribution: Wholesale distribution to specialty retailers, medical supply stores, and department stores through B2B portal and direct sales relationships

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Manufactures and supplies women's intimate apparel, including bras, lingerie, underwear, swimwear, beachwear, sports bras, and nursing/maternity garments. The company also produces specialized breast care products such as mastectomy bras, breast prostheses, and compression garments, operating five sub-brands (Anita since 1886, ROSA FAIA, Anita maternity, Anita active, Anita care) across cup sizes A-K.

Product overview

Anita Dr. Helbig operates as a family-owned lingerie and swimwear company with five distinct sub-brands: Anita since 1886 (core brand), Rosa Faia (feminine complementary line), Anita maternity (pregnancy/nursing), Anita active (sportswear), and Anita care (post-surgery/breast care). The product portfolio spans bras in various categories (sport, plus size, maternity, nursing, mastectomy, compression, everyday), swimwear (bikinis, one-piece suits, tankinis), underwear (briefs, panties, shapewear), and specialized medical care products including breast prostheses and compression garments. Products are developed and designed at the company headquarters in Brannenburg, Bavaria, with six own production facilities worldwide, serving approximately 1,600 employees across 20 own companies. The company emphasizes perfect fit, uncompromising comfort, and highest quality across sizes from A to K cups.

Differentiator

Problem solved

Functional benefit

Brands

• ROSA FAIA: Lingerie, bodies, shapewear, and swimwear brand specializing in comfort and fit.
• Anita since 1886
• Anita maternity
• Anita care
• Anita active

Products and services

• BHs (Bras)
• Bademode (Swimwear)
• Wäsche & Dessous (Underwear & Lingerie)
• Korseletts & Shapewear
• Anita maternity
• Anita active
• Anita care
• ROSA FAIA
• VELVETY Brustprothesen
• Babybelt
• Rückbildungshosen

Named customers2 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature5 records

Partnerships

One partnership is on record.

• LYCRA (INVISTA)coreTechnology or IntegrationAnita uses LYCRA XTRA LIFE fiber technology in swimwear and lingerie products, providing chlorine and sunscreen resistance for long-lasting fit and durability.

Scale indicators6 records

Recent moves1 record

Expansion highlights4 records

Broad incumbents

• Calvin Klein (PVH): Global fashion brand with a significant intimates, bra, and underwear line sold through department stores and D2C. Overlaps with Anita in everyday bras and underwear, with much broader brand reach.
• Hanesbrands: Large apparel conglomerate owning intimates brands including Bali, Playtex, Maidenform, and Champion. Competes with Anita in mainstream bras and shapewear at a much larger scale and lower price point.

Emerging players

• Savage X Fenty: DTC intimates and loungewear brand with inclusive sizing and strong digital marketing. Competes for the same everyday-lingerie consumer that Anita/ROSA FAIA target, particularly under-40.
• ThirdLove: DTC-first bra brand focused on half-cup sizing, extended size range, and digitally native marketing. Emerges in the same specialty-fit niche that Anita occupies, especially in the US market.

Direct peers

• Amoena: Specialized manufacturer of post-mastectomy bras, breast prostheses, and compression garments. Most direct competitor to the Anita care line and competes head-on in the medical/intimates crossover segment.
• Trulife: Manufacturer of mastectomy products, breast prostheses, and post-surgery bras. Directly competes with Anita care in the medical-supply distribution channel.
• Wacoal: Japan-based global lingerie and bra brand with strong fit-engineering heritage, extended size range, and presence across Asia-Pacific and the US. Comparable in scale and product depth to Anita.
• Triumph International: European heritage lingerie and bra manufacturer with similar product breadth (bras, lingerie, sports, maternity) and multi-country retail/wholesale distribution. Direct competitor in the specialty and large-cup segments where Anita competes.
• Chantelle: French heritage lingerie brand with broad bra and shapewear assortment, multi-country presence, and similar positioning in the specialty/intimates category. Comparable European competitor.
• Cosabella: Italian-founded lingerie, bralette, and swimwear brand with European design heritage and global D2C/wholesale distribution. Overlaps with Anita/ROSA FAIA in everyday lingerie and swimwear.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/AnitaUniqueBodyWear
• Facebookfacebook.com/anita.since1886
• Instagraminstagram.com/anita_since1886_official
• Pinterestpinterest.com/anitasince1886
• Xx.com/Anita1886de

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 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 Anita Dr. Helbig