What BRAX Store GmbH does

BRAX Store GmbH (legal entity: BRAX STORE GMBH & CO. KG) is a German fashion retail company headquartered in Herford, operating as the retail subsidiary of the family-controlled Leineweber GmbH & Co. KG conglomerate. The company operates a three-brand portfolio — Brax (flagship), Raphaela by Brax (womenswear), and Eurex by Brax — distributing contemporary womenswear and menswear apparel with an emphasis on sustainable production practices rooted in the German Mittelstand tradition.

The company runs a hybrid omni-channel go-to-market: direct-to-consumer through 58+ owned Brax Stores across 60+ countries (including flagship locations in cities such as Munich) and through the brax.com e-commerce platform, complemented by a B2B channel via b2b.brax.com and the Fachhandelsportal serving professional dealers and trade partners. Recent activity has centered on flagship store expansion — notably a new 250 sqm store at Munich's Viktualienmarkt opened November 2025 with a celebrity launch event in April 2026 — and the debut of a new store furniture system intended for network rollout.

Revenue is not publicly disclosed. With 1,001-5,000 employees, a workforce marked by deep tenure (93 jubilee honorees representing 2,105 combined years of service), and distribution spanning 60+ countries with 1,560+ retail floor spaces, BRAX Store GmbH functions as a mature, privately-held mid-tier European fashion brand with no current M&A, funding, or public-listing signals in the source data.

Name

BRAX Store GmbH

Legal name

BRAX STORE GMBH & CO. KG

Website

https://corporate.brax.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

BRAX Store GmbH is a German fashion retailer operating the Brax, Raphaela by Brax, and Eurex by Brax brands via 58+ owned stores across 60+ countries, an e-commerce platform, and a B2B trade dealer network, serving fashion-conscious consumers and professional Fachhändler.

Ownership category

akta.pro rank

Product category

Fashion Apparel Retail

NAICS

Clothing and Clothing Accessories Retailers (45811), Clothing and Clothing Accessories Retailers (458110), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Retail-Family Clothing Stores (5651), Retail-Apparel & Accessory Stores (5600), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Men’s Apparel Retail (CRAAABAC)

Keywords

• Fashion apparel retail
• Womenswear and menswear
• German fashion brand
• B2B fashion wholesale
• Premium clothing retail

Headquarters

HQ city

Herford

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Store Sales: Revenue from owned Brax Stores and flagship locations selling womenswear and menswear fashion apparel
2. E-commerce Sales: Online direct-to-consumer sales through brax.com website
3. B2B Trade Sales: Wholesale and trade dealer sales through B2B portal for professional retailers and Fachhändler partners

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

BRAX Store GmbH designs, produces, and sells contemporary fashion apparel for men and women through three brands — Brax, Raphaela by Brax, and Eurex by Brax — operating under the Leineweber Gruppe umbrella. Products are distributed via more than 58 owned Brax Stores worldwide, the brax.com online shop, the B2B portal b2b.brax.com, and a professional dealer (Fachhändler) network reaching 60+ countries.

Product overview

BRAX Store GmbH operates as a unified multi-brand fashion retail platform offering contemporary womenswear and menswear. The company manages a portfolio of three distinct brands: the flagship Brax brand, Raphaela by Brax, and Eurex by Brax, all under the Leineweber Gruppe umbrella. The products are distributed through physical Brax Stores (58+ locations globally), an online e-commerce platform, a B2B wholesale shop, and dealer/specialist retail partners.

Differentiator

Problem solved

Functional benefit

Brands

• Raphaela by Brax: Women's fashion brand under the Brax portfolio.
• Eurex by Brax

Products and services

• Brax The flagship womenswear and menswear fashion label of the Leineweber Group, positioned as a leading German fashion brand with global retail presence in 60+ countries and 58+ Brax Stores.
• Raphaela by Brax A women's fashion sub-brand within the BRAX / Leineweber Gruppe portfolio, offering dedicated women's apparel under the Raphaela by Brax label.
• Eurex by Brax A sub-brand within the Leineweber Gruppe / BRAX portfolio, contributing to the group's diversified multi-brand fashion product offering.

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core, flagship and minor.

• Leineweber GruppecoreStrategic or Co-development PartnerParent company group under which Brax operates along with Raphaela by Brax and Eurex by Brax brands. Leineweber GmbH & Co. KG is the parent entity based in Herford, Germany.
• BUNTEflagshipGTM or Marketing PartnerBUNTE magazine partnered with Brax for the glamorous opening event of the Munich flagship store at Viktualienmarkt, featuring celebrity guests Rebecca Mir, Tom Beck, and Maria Höfl-Riesch
• Kinderschutzbund Herford e.V.minorOthersCharitable partnership where Brax employees raised 2,000 euros in a pre-Christmas fundraising action within two weeks for the child protection organization
• Professional Dealers / Fachhändler NetworkcoreChannel Partner/ Reseller/ DistributorTrade dealer network for professional retailers with dedicated B2B portal, merchandising support, showrooms, and branding materials

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Wellensteyn: German family-owned outerwear and casual apparel brand with own stores and Fachhandel distribution; comparable mid-market positioning and dealer-led go-to-market.
• Olymp Bezner: German premium menswear specialist with strong Fachhandel (specialist dealer) wholesale channel; directly comparable to Brax in menswear focus and reliance on the German specialty retail dealer network.
• Gerry Weber: German mid-market womenswear-led fashion brand with own retail and wholesale distribution; comparable in target customer, price tier, and multi-channel specialty apparel model.
• s.Oliver: German family-owned fashion brand selling womenswear, menswear, and accessories through own stores, wholesale, and e-commerce; direct comparable in segment, channel mix, and ownership profile.
• Hugo Boss: German-headquartered premium fashion brand with global retail and wholesale distribution across menswear and womenswear; directly comparable to Brax in geography, customer base, and multi-channel specialty apparel model.
• Marc O'Polo: European casual/sustainable fashion brand with comparable menswear and womenswear assortment, owned retail, and wholesale to Fachhandel; highly comparable positioning and channel mix to Brax.
• Escada: German heritage womenswear fashion house with global retail presence and seasonal collection cadence; comparable in country of origin, brand heritage, and specialty store-led distribution.

Broad incumbents

• Tommy Hilfiger (PVH): Global mid-premium fashion brand with multi-channel distribution and a heritage casualwear assortment; broader incumbent that overlaps with Brax in customer demographics and price tier.
• Calvin Klein (PVH): Global apparel brand under PVH with broad menswear and womenswear assortment distributed through department stores, specialty retail, and own stores; broader incumbent that competes for the same mid-market customer.
• Lacoste: European heritage apparel brand with global flagship retail, e-commerce, and wholesale channels; comparable in heritage positioning, multi-channel model, and European origin.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@braxfashion
• Facebookfacebook.com/BRAX
• LinkedInlinkedin.com/company/leineweber
• Instagraminstagram.com/braxfashion
• Pinterestpinterest.de/braxfashion

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 BRAX Store GmbH