Malelions
Malelions is a Dutch direct-to-consumer fashion e-commerce brand selling men, women, junior, baby, and sport apparel — plus a Premium line and athlete collaborations — through its own Shopify storefront serving the Netherlands and surrounding regions.
- Company typePrivate
- Founded2016
- HeadquartersVeldhoven, Netherlands
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Malelions does
Malelions is a Dutch direct-to-consumer fashion e-commerce brand operating exclusively through its own Shopify-powered online storefront, with no physical retail locations or third-party distribution. The company sells apparel and accessories across five primary segments — Men, Women, Junior, Baby, and Sport — plus a Premium sub-brand featuring higher-quality mercerized cotton garments at elevated price points (€89–€179). Its product portfolio is supplemented by limited-edition collaboration collections with partners including sports nutrition brand XXL Nutrition, motocross champion Jeffrey Herlings, fantasy sports platform Scorito, crypto community Altcryptogems, and artist Mory Kromah, alongside specialized vertical lines such as Padel and Ski. The platform supports the Dutch and Benelux markets with localized payment options (iDEAL, Bancontact, Klarna, Riverty), free shipping above €75, same-day dispatch before 21:00, and an iOS mobile app, achieving a 4.6/5 Trustpilot rating from over 1,300 verified customer reviews.
Malelions firmographics
Firmographics- Name
- Malelions
- Legal name
- Malelions
- Website
- https://malelions.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Malelions is a Dutch direct-to-consumer fashion e-commerce brand selling men, women, junior, baby, and sport apparel — plus a Premium line and athlete collaborations — through its own Shopify storefront serving the Netherlands and surrounding regions.
- Ownership category
- akta.pro rank
Malelions industry classification
Industry- Product category
- Online Fashion Retail
- NAICS
- Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)
- SIC
- Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Men’s Apparel Retail (CRAAABAC)
- akta.pro secondary industry
- Men’s Specialty Department Stores (CRAGAGAC)
Keywords
Where Malelions is headquartered
LocationHeadquarters
- HQ city
- Veldhoven
- HQ country
- Netherlands
- HQ region
- Europe
Markets served
Malelions business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Direct E-commerce Sales: Malelions generates revenue through direct online sales of apparel and accessories. Customers purchase products through the Shopify-powered e-commerce website, with transactions completed at point of sale. The business model includes standard retail pricing with periodic sales and promotions, and free shipping thresholds to incentivize larger orders.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Entry-level apparel pricing |
| One time/ perpetual license | Pay-as-you-go | Premium line pricing |
| One time/ perpetual license | Pay-as-you-go | Sport collection pricing |
| Transaction based/ take rate | Pay-as-you-go | Sale and promotional pricing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
Malelions product offering
Product offeringCore offering
Malelions is a Dutch direct-to-consumer fashion e-commerce brand that designs, sources, and sells its own apparel and accessories through a Shopify-powered online store and iOS app. The assortment covers men, women, junior, and baby segments, plus dedicated sport and premium sub-lines, with frequent new collections and co-branded collaborations with athletes and brands.
Product overview
Malelions is a Dutch fashion e-commerce brand offering a comprehensive clothing portfolio across multiple segments: Men, Women, Junior, Baby, and Sport categories. The core offering consists of casual and athletic apparel including T-shirts, hoodies, sweaters, jackets, pants, shorts, and accessories. The brand operates a platform architecture with: (1) core mass-market lines for each demographic, (2) a Premium sub-brand featuring higher-quality mercerized cotton garments at elevated price points, (3) specialized Sport collections including Padel-specific Vortex line and Ski collection, and (4) limited-edition collaboration collections with partners like XXL Nutrition, Jeffrey Herlings, Scorito, Altcryptogems, and Mory Kromah. The platform is powered by Shopify e-commerce infrastructure and offers additional services including a loyalty program and mobile app for iOS.
Differentiator
Problem solved
Functional benefit
Brands
- Premium: A premium sub-collection featuring higher-quality materials and elevated design, including premium mercerized cotton t-shirts, polos, and knitwear.
Products and services
- Malelions Men (Heren) Men's apparel line including T-shirts, hoodies, sweaters, jackets, pants, jeans, shorts, polos, longsleeves, bodywarmers, shirts, vests, knitwear, and tracksuit sets, targeted at male consumers seeking everyday casual and sportswear.
- Malelions Women (Dames) Women's fashion collection featuring T-shirts, tops, bodysuits, skirts, blazers, longsleeves, vests, hoodies, knitwear, jackets, pants, shorts, dresses, swimwear, playsuits, and tracksuits, targeted at female consumers seeking casual and active wear.
- Malelions Junior Children's clothing line for juniors including T-shirts, hoodies, sweaters, jackets, shorts, pants, dresses, swimwear, tracksuits, and accessories, targeted at parents of older children.
- Malelions Baby Baby clothing and accessories collection for infants, targeted at parents seeking comfortable and practical clothing for babies.
- Malelions Sport Athletic and sportswear collection including sport T-shirts, vests, hoodies, sweaters, jackets, shorts, pants, tracksuits, and accessories, with specialized sub-lines for Padel, Ski, Jeffrey Herlings, and WK (World Cup) themed items.
- Malelions Premium Premium-quality elevated clothing line featuring mercerized cotton T-shirts, polos, longsleeves, and knitwear with enhanced construction and finish, targeted at customers seeking luxury-quality basics.
- Malelions Accessories Accessories including headwear, sunglasses, shoes, bags, belts, underwear, socks, water bottles, and mystery boxes, sold to complement apparel purchases.
- Malelions x XXL Nutrition Collection Exclusive collaboration with XXL Nutrition, a sports nutrition brand, including Strike T-shirts, shorts, track jackets, trackpants, Legacy Mesh Jerseys, and sleeveless jerseys, targeted at active-lifestyle consumers.
- Malelions x Jeffrey Herlings Collection Collaboration with motocross champion Jeffrey Herlings featuring a dedicated sportswear apparel collection targeting sports enthusiasts and motocross fans.
- Malelions Padel Collection Specialized padel sportswear line including Vortex T-shirts, Vortex shorts, and Vortex racket bags with sport-specific technical features, targeted at padel players.
- Malelions Loyalty Program Customer loyalty program offering rewards and benefits for repeat purchases, available to any registered customer on the Malelions storefront.
- Malelions iOS Mobile App iOS mobile application for shopping the Malelions storefront, available on the Apple App Store.
- Malelions Sale Discounted items across all categories including Men, Women, Sport, Junior, and Accessories with discounts ranging from 20% to 70%.
Quantifiable outcome
- 4.6/5 Trustpilot rating based on 1300+ reviews
Companies that use Malelions
Customer profileNamed customers4 records
Segments6 records
Ideal customer profiles2 records
Malelions technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration14 records
Malelions partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- XXL NutritioncoreMalelions x XXL Nutrition collaboration featuring a co-branded collection combining sports apparel with fitness nutrition branding. The collection includes Strike T-Shirts, Shorts, Track Jackets, Trackpants, Legacy Mesh Jerseys, and Sleeveless jerseys. The tagline 'Beyond Your Limits' emphasizes the shared focus on athletic performance and pushing boundaries.
- Jeffrey HerlingscoreCollaboration with Dutch MXGP world champion Jeffrey Herlings featuring a dedicated sports apparel collection. The collection includes sport-specific items under the Malelions x Jeffrey Herlings branding, targeting sports enthusiasts and motocross fans.
- ScoritominorCollaboration with Scorito, a fantasy sports platform, featuring themed apparel collection targeting fantasy sports enthusiasts.
- AltcryptogemsminorCollaboration with Altcryptogems featuring a limited collection targeting cryptocurrency and blockchain enthusiast community.
- Mory KromahminorCollaboration with artist/creator Mory Kromah featuring an exclusive apparel collection with artistic designs.
Scale indicators1 record
Recent moves6 records
Expansion highlights6 records
Malelions competitors and assessment
Company assessmentBroad incumbents
- About You: European DTC fashion platform with strong presence in DACH and Benelux markets. Overlaps with Malelions on digital-native model and broad-segment apparel targeting.
- Zalando: Europe's largest online fashion marketplace offering men's, women's, and children's apparel from hundreds of brands. Competes with Malelions for the same Dutch/European DTC apparel customer with vastly broader assortment and marketing scale.
- JD Sports: Global sports fashion retailer with significant Dutch market presence. Competes with Malelions' Sport collection on athleisure and trainer/apparel crossover products.
- Coolblue (fashion arm): Large Dutch e-commerce retailer with adjacent fashion offerings and strong brand recognition in the Netherlands. Indirect competitor for Dutch consumer apparel spend and digital marketing attention.
Direct peers
- WE Fashion: Dutch-headquartered fashion retailer with men's, women's, and children's lines sold online and in stores. Comparable family-segment approach and Dutch market footprint to Malelions.
- G-Star RAW: Dutch origin denim and casual apparel brand with global DTC operations. Comparable to Malelions on Dutch heritage, men's apparel emphasis, and DTC-led growth strategy.
- Suitable: Dutch online fashion retailer targeting men and women with contemporary casual apparel. Comparable on DTC-only model and Dutch customer base similar to Malelions.
- Bever: Dutch sport fashion retailer selling apparel and activewear through its own e-commerce platform. Directly comparable to Malelions' Sport collection and family-focused DTC approach in the Dutch market.
- Scotch & Soda: Dutch fashion brand offering men's, women's, kids, and denim with strong DTC channels. Comparable to Malelions on multi-segment assortment and premium positioning within the Dutch market.
- State of Art: Dutch men's fashion brand with DTC and retail channels across Benelux. Comparable to Malelions on men's apparel focus, Dutch market presence, and family-style assortment (including casual and sport lines).
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Malelions social profiles
Digital presenceMalelions financial estimates
Financial estimateRevenue estimate
Valuation estimate
Malelions leadership team
Management profileNumber of profiles
Malelions funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Malelions M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Malelions
What does Malelions do?
Malelions is a Dutch direct-to-consumer fashion e-commerce brand that designs, sources, and sells its own apparel and accessories through a Shopify-powered online store and iOS app. The assortment covers men, women, junior, and baby segments, plus dedicated sport and premium sub-lines, with frequent new collections and co-branded collaborations with athletes and brands.
Is Malelions a public or private company?
Malelions is a private company. It is classified as unknown and is currently operating.
When was Malelions founded?
Malelions was founded in 2016. It employs 1 to 10 people.
Where is Malelions based?
Malelions is headquartered in Veldhoven, Netherlands, in the Europe region.
How does Malelions make money?
One revenue line is on record: direct E-commerce Sales.
Who are Malelions's main competitors?
Broad incumbents on record are About You, Zalando, JD Sports and Coolblue (fashion arm). Direct peers are WE Fashion, G-Star RAW, Suitable, Bever, Scotch & Soda and State of Art.
Does Malelions have an API?
No public API is recorded for Malelions.
What industry is Malelions in?
Malelions's product category is Online Fashion Retail. Its primary akta.pro industry code is CRAAABAC, Men’s Apparel Retail, with a secondary code of CRAGAGAC, Men’s Specialty Department Stores. Its NAICS code is 458 and its SIC code is 5600.