What JUVIA does

JUVIA GmbH & Co. KG is a German loungewear brand founded in 2013 and headquartered in Cologne, operating a direct-to-consumer e-commerce business across women, men, and kids segments. The company sells premium loungewear — including sweatshirts, trousers, T-shirts, dresses, knitwear (cashmere, alpaca, organic cotton), blazers, and accessories — at price points ranging from approximately €60 for entry-level tops to €459 for premium cashmere and alpaca pieces, with seasonal sale discounts up to 50%. The product portfolio is extended through rotating sub-brand collections (Joyful Mind, Cool Breeze, Stockholm, Savage Garden, Relax, Good Karma, Summer Lovin'), fragrance products (Eau de Parfum and Bodylotion), gift cards, and recurring media collaborations (JUVIA x BUNTE, JUVIA x TRIBUTE TO BAMBI, JUVIA x GLAM-O-METER).

JUVIA's technology stack centers on a PHP-based e-commerce shop with multi-regional storefronts (juvia.com for Germany, .ch for Switzerland, and an international variant), supported by CloudFlare CDN, Google Analytics, New Relic monitoring, and Optanon for GDPR-compliant cookie consent. The company integrates Fairing for post-purchase surveys and Mapp Digital for marketing automation, with payment processing through PayPal, Amazon Pay, and direct credit card, and fulfillment handled primarily by DHL. The brand owns a proprietary named-fit system (Annett, Susan, Seda, Theresa) to guide size selection.

The business model is a transactional one-time-purchase D2C model with revenue derived from product sales across owned online and physical channels. Customer acquisition is driven by a newsletter base of 110,000+ members, paid advertising (Google Ads, Facebook, Bing), SEO, and brand collaborations. The company is privately held, founder/management-controlled, with managing directors Judith Dommermuth and Bernd Berger, employs 11–50 people, and reports no external institutional investors or M&A activity.

Name

JUVIA

Legal name

JUVIA GmbH & Co. KG

Website

https://juvia.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

JUVIA is a privately held German D2C loungewear brand, founded in 2013 and headquartered in Cologne, selling premium apparel for women, men, and children through owned online storefronts across Germany, Switzerland, and internationally, plus company-operated physical stores.

Ownership category

akta.pro rank

Product category

Luxury Loungewear

NAICS

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

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Luxury Intimates, Loungewear & Sleepwear (CRAAAFAJ)

akta.pro secondary industry

Multi-category Luxury Maisons (Jewelry/Watches/Leather/RTW) (CRAKAFAA)

Keywords

• Luxury loungewear
• Women's apparel
• Men's apparel
• Children's clothing
• Direct-to-consumer fashion

Headquarters

HQ city

Cologne

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales (D2C): Direct-to-consumer sales of loungewear and apparel through JUVIA's e-commerce platform. One-time purchase model for individual products and gift cards. Revenue generated from sale of clothing items across women's, men's and kids' categories including sweatshirts, trousers, T-shirts, dresses, knitwear, and accessories.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

JUVIA designs and sells premium loungewear and casual apparel for women, men, and children through its own direct-to-consumer e-commerce platform and physical stores. The product portfolio spans women's collections (blouses, dresses, knitwear, trousers, sweatshirts), men's collections (tracksuits, blazers, shorts, sweaters), kids' loungewear, plus fragrance (Eau de Parfum and bodylotion) and gift cards. Pricing ranges from entry-level T-shirts at €59.99 to premium cashmere and alpaca knitwear up to €459.

Product overview

JUVIA is a German luxury loungewear brand that has been producing super comfy, feel-good fashion for women, men, and kids since 2013. The company operates as a single unified e-commerce product offering directly to consumers through its online shop. The product portfolio centers on the core loungewear collections (women, men, and kids), supplemented by fragrance products (Eau de Parfum and Bodylotion) and gift cards. Collections include Joyful Mind, Cool Breeze, T-Shirt Collection, Summer Lovin', Good Karma, Classic Times, Stockholm, Savage Garden, and Relax. The brand also features special collaborations such as JUVIA x BUNTE, Glam-O-Meter!, and JUVIA x TRIBUTE TO BAMBI.

Differentiator

Problem solved

Functional benefit

Brands

• Joyful Mind: A collection featuring colorful, dopamine-inspired designs for a joyful mood
• Cool Breeze
• Classic Times
• Savage Garden
• Stockholm
• Relax
• T-Shirt Collection
• Summer Lovin'
• Good Karma
• Judith's Favorites
• Basics
• Travel Styles
• Crochet

Products and services

• Women's Loungewear Collection Premium loungewear and casual apparel for women, designed to transition from home relaxation to social and business settings. Features super-soft premium fabrics, versatile styling, and a proprietary named-fit system for flattering cuts.
• Men's Loungewear Collection Premium casual wear and loungewear for men combining elegant fabrics with comfortable cuts. Designed for home comfort, sport and fitness, and urban styling.
• Kids' Loungewear Collection Children's loungewear mirroring adult collections with casual cuts, cheerful colors, and special designs. Targeted at parents seeking high-quality, comfortable matching family loungewear.
• JUVIA Fragrance JUVIA-branded fragrance products including Eau de Parfum and Bodylotion, sold alongside apparel to extend the brand into personal care.
• JUVIA Gift Card Variable-amount gift cards redeemable across the JUVIA online shop, valid for three years from issue.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• BUNTEminorStrategic or Co-development PartnerCollaboration collection JUVIA x BUNTE featuring a special edition product line. Brand partnership combining fashion and lifestyle media reach.
• TRIBUTE TO BAMBIminorStrategic or Co-development PartnerCollaboration collection JUVIA x TRIBUTE TO BAMBI as part of the brand's collaborations strategy. Limited edition pieces created in partnership.
• GLAM-O-METERminorStrategic or Co-development PartnerCollaboration collection JUVIA x GLAM-O-METER featuring special edition products. Brand partnership targeting fashion-forward consumers.
• CloudFlare Germany GmbHcoreTechnology or IntegrationContent Delivery Network (CDN) provider ensuring website security and delivery speed. Processes personal data through globally distributed servers for optimized content delivery. Data processing governed by EU Standard Contractual Clauses.
• DHL Paket GmbHcoreChannel Partner/ Reseller/ DistributorPrimary shipping provider for JUVIA. With customer consent, email addresses are shared with DHL for delivery notifications and coordination. Secure delivery with DHL branding featured on product pages.
• arvato infoscore GmbHminorOthersCredit reference agency used for identity and creditworthiness checks when JUVIA offers invoice payment options. Personal data transferred for credit assessment per GDPR Art. 22(2) lit a.
• CommDoo GmbHminorOthersCredit assessment service provider for payment processing when JUVIA offers invoice payment options. Alternative to arvato for creditworthiness verification.
• Mapp Digital Germany GmbHminorGTM or Marketing PartnerMarketing automation and customer intelligence platform provider. Used for distributing usage-based online advertising and usage analysis. Opt-out option available.

Scale indicators3 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• Wolford: Austrian luxury hosiery and bodywear brand selling premium ready-to-wear and intimates through its own e-commerce and boutiques. Direct peer given overlap in European luxury apparel D2C model, premium pricing, and adjacent product categories.
• Hanro: Swiss luxury intimates and loungewear brand sold through its own D2C site and select retail. Closely comparable on product (premium loungewear/sleepwear), price point, and DACH brand heritage.
• COS: H&M Group's premium minimalist fashion brand with D2C e-commerce and global store footprint. Comparable on premium positioning, modern casual apparel assortment, and owned-retail D2C model.
• Armedangels: Cologne-based sustainable fashion brand selling premium casual and loungewear through D2C and selected retail. Direct regional peer given shared German origin, premium pricing, and casual/loungewear focus.
• LANIUS: German sustainable premium fashion brand with women-led collections, D2C-led, and a strong Cologne/DACH identity. Comparable on positioning, sustainability narrative, and D2C-centric distribution.
• Aritzia: Canadian premium D2C apparel brand selling women's casual, loungewear, and lifestyle categories. Comparable on premium positioning, multi-category lifestyle assortment, and vertically integrated D2C platform.
• Toast: UK-based premium loungewear, sleepwear, and homewear brand sold primarily direct. Comparable on premium loungewear positioning and a curated, lifestyle-led brand narrative.
• Rails: US-based premium lifestyle brand with a strong loungewear and soft-casual assortment sold through D2C and premium retail. Comparable on premium casual DNA and D2C-led growth model.

Broad incumbents

• Vince: US-listed premium contemporary apparel and lifestyle brand with broad assortment and D2C/retail presence. Comparable on premium casual positioning, though broader portfolio and larger scale than JUVIA.
• Eileen Fisher: US-based sustainable premium womenswear brand with strong D2C and wholesale footprint. Comparable on premium positioning, sustainability narrative, and women-led casual assortment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/juvialoung
• Facebookfacebook.com/juviacollection
• LinkedInlinkedin.com/company/juvia-gmbh-co-kg

Compliance1 record

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 JUVIA