What Joop does

JOOP! is a German heritage fashion and lifestyle brand founded in 1986, operating as a label under the Strellson AG corporate group headquartered in Kreuzlingen, Switzerland. The brand sells menswear (suits, blazers, shirts, knitwear, jeans, trousers, jackets, leather jackets, and accessories), womenswear (dresses, blouses, blazers, knitwear, jeans, skirts, and outerwear), accessories and footwear (bags, luggage, shoes, fragrances, watches, eyewear, jewelry), and a Living/home category (bedding, tableware, lamps, and outdoor furniture). A dedicated JOOP! JEANS sub-brand targets the denim and casualwear segment. Pricing spans mid-premium positioning with suits at €299.95–€499.95, shirts €34.95–€139.95, and accessories €30–€200.

JOOP! generates revenue through one-time purchase transactions via its own e-commerce platform at joop.com, complemented by physical retail stores (e.g., the Konstanz boutique), showrooms, and a dealer/retailer network across the DACH region. The go-to-market motion is primarily direct-to-consumer with brand campaigns, seasonal collections, and a newsletter program offering a €15 welcome voucher to drive acquisition. Customer segments are predominantly individual adult consumers across men's and women's fashion, with secondary use-case segments including wedding/formal occasion shoppers and home/living buyers. Order incentives include free shipping over €150, free 30-day returns, CO2-neutral shipping, gift wrapping, and a Click & Collect option with in-store styling consultation.

The business operates with a headcount in the 1,001–5,000 range, leverages broad product depth (637+ items in the men's sale category alone), and serves a German-speaking customer base, with promotional voucher terms explicitly restricted to billing and delivery addresses in Germany. Distribution is omni-channel but regionally concentrated, with no disclosed expansion outside the DACH market.

Name

Joop

Legal name

Strellson AG

Website

https://joop.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

JOOP! is a German heritage fashion and lifestyle brand operating under Strellson AG, selling mid-premium menswear, womenswear, accessories, and home goods via its joop.com e-commerce platform, retail stores, and dealer network across the DACH region.

Ownership category

akta.pro rank

Product category

Premium Fashion Apparel and Lifestyle Goods

NAICS

Clothing and Clothing Accessories Retailers (458110), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651)

akta.pro primary industry

Men’s Apparel Retail (CRAAABAC)

Keywords

• Men's fashion apparel
• Women's fashion apparel
• Premium lifestyle brand
• Denim and jeans
• Home and living goods

Headquarters

HQ city

Kreuzlingen

HQ country

Switzerland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Apparel and Fashion Products: JOOP! generates revenue through the direct sale of men's, women's, and living/home fashion products via its e-commerce platform and retail stores. Products include suits, shirts, knitwear, jeans, accessories, footwear, and home goods. Revenue is generated through one-time purchase transactions with no subscription component visible.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

JOOP! designs, sells, and distributes premium fashion and lifestyle products for men and women, including suits, blazers, shirts, knitwear, jeans, trousers, dresses, outerwear, footwear, bags, and accessories, along with a Living collection of home textiles, tableware, lamps, and outdoor furniture. Products are sold under the JOOP! brand and the JOOP! JEANS sub-brand across menswear, womenswear, accessories, and home categories, with a styling consultation service offered in physical stores.

Product overview

JOOP! is a German luxury fashion and lifestyle brand offering a comprehensive product portfolio across three main divisions: Menswear (suits, blazers, shirts, jackets, knitwear, jeans, trousers, shorts, T-shirts, polo shirts, underwear, and loungewear), Womenswear (blazers, dresses, skirts, blouses, knitwear, trousers, jeans, and swimwear), and Living (home textiles, tableware, outdoor furniture, and lamps). The brand also operates the JOOP! JEANS sub-brand focused on denim. All products are sold through the official online shop at joop.com, with physical stores and showrooms available. The company is part of Strellson AG and operates primarily in the DACH region (Germany, Austria, Switzerland).

Differentiator

Problem solved

Functional benefit

Brands

• JOOP! JEANS: Denim and casual clothing sub-brand featuring jeans and everyday denim styles for men and women

Products and services

• JOOP! Menswear Complete men's fashion collection including suits, blazers, shirts, jackets, leather jackets, polo shirts, T-shirts, sweatshirts, knitwear, jeans, pants, shorts, swimwear, underwear, and loungewear.
• JOOP! Womenswear Complete women's fashion collection including blazers, jackets, coats, blouses, knitwear, shirts, sweatshirts, dresses, skirts, jeans, pants, leather items, swimwear, underwear, and loungewear.
• JOOP! Accessories & Shoes Accessories and footwear for men and women including shoes, bags, luggage, socks, belts, scarves, ties, wallets, jewelry, eyewear, watches, and fragrances.
• JOOP! Living Home and living collection including outdoor furniture, tableware, glasses, cutlery, bedding, towels, bathrobes, lamps, carpets, and wallpapers.
• JOOP! JEANS Denim and casual clothing sub-brand featuring jeans and everyday denim styles for men and women.
• JOOP! MOVE LIGHTS LED lighting collection including rechargeable LED lamps and table lamps for indoor and outdoor use.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Strellson AGcoreOthersJOOP! is owned and operated by Strellson AG, a Swiss fashion company. The company is part of the larger corporate group that manages the JOOP! brand alongside other fashion labels.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hugo Boss: German-based premium fashion house specializing in menswear, womenswear, and accessories with strong DACH and global retail footprint. Directly comparable on premium positioning, menswear focus, suit/blazer specialization, and European heritage brand identity.
• s.Oliver: German fashion brand offering menswear, womenswear, and accessories at a similar premium-affordable price point with broad DACH retail distribution. Operates as a direct mid-market competitor in German apparel retail.
• Marc O'Polo: Premium contemporary casual fashion brand with strong German roots, similar European heritage positioning, and overlap across menswear, womenswear, and accessories. Targets a comparable customer demographic and price tier.
• Escada: German luxury fashion brand selling womenswear, accessories, and fragrance. Comparable on premium German heritage, multi-product portfolio spanning apparel and lifestyle categories, and European retail presence.
• Tommy Hilfiger: Global premium lifestyle brand offering menswear, womenswear, denim, and accessories at a similar price tier. Comparable on the fashion-lifestyle extension strategy and broad multi-category product portfolio.
• Calvin Klein: American premium lifestyle brand spanning menswear, womenswear, denim, underwear, and fragrance. Comparable on horizontal brand portfolio, denim sub-brand structure similar to JOOP! JEANS, and broad European distribution.
• Pierre Cardin: Established European fashion house with menswear, womenswear, accessories, and licensing. Comparable on European heritage positioning, broad product assortment including menswear tailored clothing, and brand-extension model.
• René Lezard: German premium fashion brand focusing on womenswear and menswear with European heritage. Directly comparable on German premium positioning, menswear/womenswear portfolio, and DACH-centric retail presence.

Regional players

• Esprit: Casual lifestyle fashion brand with European DNA serving menswear, womenswear, and accessories in the same DACH-adjacent market. Comparable on contemporary fashion positioning, denim/jeans product focus, and broad European retail footprint.

Broad incumbents

• Lacoste: Established premium lifestyle brand with a comprehensive fashion portfolio including menswear, womenswear, accessories, footwear, and home textiles. Comparable on lifestyle brand extension, accessory/fragrance adjacencies, and premium accessible price tier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/joop
• LinkedInlinkedin.com/company/joop

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 Joop