What Kubler does

Kübler (legally Paul H. Kübler Bekleidungswerk GmbH & Co. KG) is a German workwear manufacturer founded in 1956 and headquartered in Plüderhausen, Baden-Württemberg. The company designs and produces professional workwear and personal protective equipment (PSA) for tradespeople and industrial workers across construction, manufacturing, forestry, emergency services, municipal services, and logistics. Its catalog is organized into more than twenty branded collections differentiated by fabric technology (mixed-fabric, stretch, cotton, reinforced cotton), use case (weather protection, rescue, forestry/chainsaw, high-visibility, welding, multi-norm), and target profession, supported by a deep stack of EN-standard certifications (EN ISO 11611, EN ISO 11612, IEC 61482-2, EN ISO 20471, EN 343, EN 14404, EN ISO 11393-2, EN ISO 15797) and material credentials (OEKO-TEX, FAIR WEAR, Green Button).

The product portfolio spans basic garments (T-shirts from ~€15, polo and functional shirts) through work pants and outerwear (€58-€200+) to full PSA Category 3 systems priced up to ~€698, plus accessories such as knee pads, belts, gloves, and functional underwear (70% Polypropylene, 22% Polyamide, 8% Elastane). Underlying technology revolves around CORDURA reinforcement in high-wear zones, EN 14404-certified knee protector systems, and fabric constructions engineered for industrial washability. Sub-branded lines include REFORCE (maximum-strength construction), ICONIQ PRO (industrial-washability), BODYFORCE (elastic), ACTIVIQ (athletic-inspired), ATHLETIQ (stretch), WEATHER, RESCUE, REFLECTIQ, PROTECTIQ (with welding and high-vis variants), FOREST (chainsaw cut protection), and SAFETY X/6/7/8 (multi-norm PSA).

Kübler operates as a private, family-owned GmbH & Co. KG selling through two complementary channels: a direct-to-consumer e-commerce storefront at kuebler.eu (with free shipping above €150 and free returns within Germany) and a dedicated B2B dealer portal at b2b.kuebler.eu serving approved trade resellers. Pricing is purely transactional unit pricing with no subscription on the core catalog, although the CLEAN@WORK service introduces industrial-laundry-based leasing revenue for enterprise textile management. Marketing relies on owned digital properties (e-commerce, mobile apps on iOS and Android including a Kübler AR feature), organic social presence (Facebook, LinkedIn, YouTube, Instagram, Xing), email newsletters via Rapidmail, and downloadable catalogs. Delivery per published AGB terms is currently limited to Germany, although operating geographies data references a French commercial footprint, indicating selective cross-border activity.

Name

Kubler

Legal name

Paul H. Kübler Bekleidungswerk GmbH & Co. KG

Website

https://kuebler.eu

Company type

Private

Founded year

1956

Operating status

Operating

Headcount range

251–500 employees

Short description

Kübler is a German family-owned workwear and personal protective equipment (PSA) manufacturer founded in 1956, headquartered in Plüderhausen. It designs, produces, and sells certified occupational clothing for construction, industrial, trade, forestry, and emergency-services professionals through DTC e-commerce and a B2B dealer network.

Ownership category

akta.pro rank

Product category

Workwear and Personal Protective Equipment (PPE/PSA)

NAICS

Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Workwear, Uniform & Protective Apparel Manufacturers (CRAAAAAH)

akta.pro secondary industries

Fire-Resistant (FR) & Arc-Rated Apparel (CRAAALAD), Cut-Resistant & Anti-Puncture Workwear (CRAAALAK), Protective & Work Accessories Manufacturing (Safety Gloves/Hi-Vis Accessories) (IMAOAFAH), Uniforms & Workwear Specialty Department Stores (CRAGAGAH)

Keywords

• Workwear clothing
• Personal protective equipment
• Professional workwear
• Protective clothing PSA
• Occupational apparel

Headquarters

HQ city

Plüderhausen

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 Product Sales: Primary revenue stream from direct sale of workwear products including work pants, jackets, shirts, protective clothing (PSA), and accessories to professionals in construction, industry, and trade sectors. Products sold as one-time purchases at various price points ranging from approximately €15 to €700+ per item.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Kübler manufactures and sells professional workwear and certified personal protective equipment (PSA/PPE) for occupational users, including work pants, jackets, shirts, weather/rain outerwear, and PSA collections for welding, arc flash, high-visibility, rescue, and forestry. Products are sold primarily through the company's direct e-commerce store kuebler.eu, a B2B dealer portal (b2b.kuebler.eu), and approved trade dealers, with complementary workwear leasing via KÜBLER CLEAN@WORK.

Product overview

KÜBLER Workwear is a German workwear manufacturer founded in 1956, offering a comprehensive portfolio of professional workwear and personal protective equipment (PPE). The core offering centers on multiple branded product lines organized by fabric technology and use case: mixed-fabric collections (REFORCE, ICONIQ PRO, ICONIQ, BODYFORCE, ACTIVIQ, PULSSCHLAG), stretch fabrics (ATHLETIQ), cotton lines (ORGANIQ, ICONIQ COTTON, IMAGE DRESS), weather protection (WEATHER), and PSA/safety collections (RESCUE, REFLECTIQ, PROTECTIQ with welding and high-visibility variants, FOREST, SAFETY X/SIX/EIGHT). Supporting the branded lines are basics (SHIRTS) and accessories (knee pads, gloves, belts, caps, functional underwear). The company operates a B2B dealer network alongside direct-to-consumer e-commerce and offers workwear leasing services through CLEAN@WORK.

Differentiator

Problem solved

Functional benefit

Brands

• KÜBLER ICONIQ PRO: Workwear collection featuring industrial washability, high wearing comfort, clear design, and strong price-performance ratio
• KÜBLER REFORCE
• KÜBLER ICONIQ
• KÜBLER ACTIVIQ
• KÜBLER BODYFORCE
• KÜBLER ATHLETIQ
• KÜBLER SHIRTS
• PULSSCHLAG
• KÜBLER WEATHER
• KÜBLER RESCUE
• KÜBLER REFLECTIQ
• KÜBLER PROTECTIQ
• KÜBLER PROTECTIQ WELDING
• KÜBLER PROTECTIQ HIGH VIS
• KÜBLER FOREST
• SAFETY X COMPACT
• SAFETY X
• ORGANIQ
• IMAGE DRESS NEW DESIGN
• KÜBLER CLEAN@WORK

Products and services

• KÜBLER REFORCE Workwear Collection Premium mixed-fabric workwear collection featuring maximum strength and reinforced construction for demanding industrial and trade applications.
• KÜBLER ICONIQ PRO Workwear Collection Professional mixed-fabric workwear line designed for industrial washability with high wearing comfort, clear design, and strong price-performance ratio.
• KÜBLER ICONIQ Workwear Collection Mixed-fabric workwear collection emphasizing functional design and professional appearance for trades and industry.
• KÜBLER BODYFORCE Workwear Collection Mixed-fabric workwear collection featuring innovative elastic fabric, enhanced design, more functions, and increased wearing comfort for full physical commitment.
• KÜBLER ACTIVIQ Workwear Collection Versatile mixed-fabric, athletic-inspired workwear line suitable for trades, industry, and leisure, offering a sporty active fit.
• PULSSCHLAG Workwear Collection Mixed-fabric workwear collection designed for craftspeople and tradespeople, featuring functional design with ergonomic features.
• KÜBLER ATHLETIQ Stretch Workwear Collection Stretch-fabric workwear collection maximizing flexibility and movement for active work environments.
• KÜBLER WEATHER Weather Protection Workwear Collection Weather protection workwear line featuring windproof, waterproof, and cold-resistant properties for outdoor conditions (EN 343 certified).
• KÜBLER RESCUE PSA Collection Certified personal protective equipment collection for rescue services, featuring high-visibility elements and functional design for emergency responders.
• KÜBLER REFLECTIQ High-Visibility PSA Collection High-visibility protective workwear meeting EN ISO 20471 Class 1 and Class 2 safety standards with reflective elements.
• KÜBLER PROTECTIQ Arc Flash / Flame PSA Collection Arc flash and thermal protective workwear (PSA Category 3) covering IEC 61482-2 and EN ISO 11612 for electrical hazard environments.
• KÜBLER PROTECTIQ WELDING PSA Collection Welding protective workwear meeting EN ISO 11611 standards for welding protection, combined with EN ISO 11612 heat and flame protection.
• KÜBLER PROTECTIQ HIGH VIS PSA Collection High-visibility protective workwear combining arc flash protection with enhanced visibility for hazardous environments.
• KÜBLER FOREST Forestry PSA Collection Cut-resistant protective clothing (PSA Category 3, EN ISO 11393-2 chainsaw protection) for forestry and wood processing professionals with 9-layer cut protection fabric.
• SAFETY X Multi-Norm PSA Collection Multi-norm protective workwear (PSA Category 3) covering multiple EU safety standards for complex industrial hazard environments.
• SAFETY X COMPACT Multi-Norm PSA Collection Compact multi-norm protective workwear line with focused safety features for specific hazard categories.
• ORGANIQ Cotton Workwear Collection Cotton-based workwear collection emphasizing natural materials and sustainable production.
• KÜBLER ACTIVIQ COTTON+ Reinforced Cotton Workwear Collection Reinforced cotton workwear collection combining cotton comfort with the functional features of the ACTIVIQ line.
• KÜBLER ICONIQ COTTON Workwear Collection Cotton-blend workwear under the ICONIQ line combining natural fiber comfort with functional design.
• IMAGE DRESS NEW DESIGN Reinforced Cotton Workwear Collection Workwear collection featuring reinforced cotton construction with ergonomic features for professional trades.
• KÜBLER SHIRTS Basic Workwear Shirts Basic workwear shirts including T-shirts, polo shirts, and functional shirts designed for industrial laundry compatibility.
• KÜBLER Workwear Accessories Complete workwear accessory range including EN 14404-certified knee pads, gloves, belts, caps, functional underwear, and socks.
• KÜBLER CLEAN@WORK Workwear Leasing Service Workwear leasing service designed for industrial laundry and professional textile management (EN ISO 15797-compatible).
• SAFETY 6 / SAFETY 7 / SAFETY 8 Multi-Norm PSA Collections Multi-norm protective workwear (PSA Category 3) lines (SAFETY 6, 7, and 8) meeting comprehensive safety standards for industrial environments, with premium parka options in SAFETY 8 for cold and hazard protection.

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered minor.

• RapidmailminorOthersNewsletter email marketing platform used for customer communications, promotional campaigns, and product announcements. KÜBLER uses rapidmail to send newsletters to subscribed customers.
• Lynck GmbHminorOthersPayment service provider (Okenstr. 7, 77652 Offenburg) that enables invoice payment option for KÜBLER customers through prior creditworthiness assessment. Lynck handles the 'Kauf auf Rechnung' (buy on invoice) payment method.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Planam: German manufacturer of workwear, protective clothing and high-visibility apparel sold through dealers and direct channels. Direct peer in the German mid-market with similar EN-certified PSA product positioning.
• Snickers Workwear: Workwear brand within the Hultafors Group, specializing in functional workwear for professional trades. Comparable in product focus on craftsmen, ergonomic design and certified protection categories.
• Mascot International: Danish workwear and PPE manufacturer with broad certified product range across construction, industry and services. Direct peer in the European mid-market workwear segment with comparable emphasis on certified protection and stretch/ergonomic innovations.
• Engelbert Strauss: Germany's largest workwear and PPE specialist, selling directly to trades and industry through its own e-commerce platform plus a dealer network. Closest direct competitor to KÜBLER in product breadth, German market focus and DTC-plus-B2B distribution model.
• Würth Modyf: Workwear and PPE brand of the Würth Group, distributing certified workwear to trades and industry across Europe. Comparable as a German-headquartered workwear specialist with strong trade-channel distribution and multi-standard PSA coverage.
• Blakläder: Swedish workwear manufacturer offering durable, function-driven workwear and PPE across construction, industry and transport. Comparable to KÜBLER in product architecture, EN-standard certification focus and multi-collection portfolio (e.g., Blaklader X-series).
• Dassy: Belgian workwear brand offering professional workwear and PPE for trades, industry and construction. Comparable to KÜBLER in certified workwear specialization and European dealer-led distribution.

Broad incumbents

• Helly Hansen Workwear: Norwegian heritage brand offering workwear and base layers for industry, construction and offshore. Comparable in protective outerwear and EN-certified categories, but operates as a broader outdoor/workwear incumbent rather than a workwear specialist.
• Carhartt: US-based heritage workwear brand with growing European presence, offering durable workwear for trades and industry. Comparable in trade-focused durable workwear positioning, but operates as a broader global incumbent rather than a German specialty PSA player.
• Uvex Safety Group: German-headquartered PPE manufacturer with a broad portfolio spanning head, eye, hand and body protection. Comparable as a Germany-based certified PPE player, though workwear is one of several categories rather than the core focus.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/KUEBLERWorkwear
• YouTubeyoutube.com/channel/UCDaj-exoXPks4E1GyWGU2SA
• Facebookfacebook.com/kueblerworkwear
• LinkedInlinkedin.com/company/k%C3%BCbler-workwear
• Instagraminstagram.com/kueblerworkwear

Compliance16 records

Revenue estimate

Valuation estimate

Number of profiles

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 Kubler