Holy Fashion Group

What Holy Fashion Group does

Holy Fashion Group is a privately held, family-controlled Swiss fashion conglomerate that designs, produces, and distributes premium apparel and lifestyle products under three owned brands: STRELLSON (premium menswear designed in Switzerland targeting ambitious, style-conscious men), JOOP! (a German-rooted lifestyle brand spanning premium menswear, womenswear, and accessories including bags, shoes, jewellery, watches, eyewear, bodywear, beachwear, legwear, and a living collection), and windsor. (a 100+ year heritage premium fashion brand). The group traces its origins to the 1889 founding of Roos & Kahn in Bielefeld, was formalized under the Holy Fashion Group umbrella in 2005 when STRELLSON, windsor., and JOOP! were consolidated under single management, and gained sole ownership of JOOP! GmbH in 2008. The legal entity Strellson AG is registered in the canton of Thurgau, Switzerland, with headquarters at Sonnenwiesenstrasse 21, Kreuzlingen, employing 1,001–5,000 staff.

The company generates revenue through three channels: (1) direct-to-consumer branded e-commerce shops for STRELLSON, JOOP!, and windsor. (launched in 2012); (2) owned and operated retail stores and outlets across 9+ countries, including 30+ German cities, plus Switzerland, Austria, France, Netherlands, Poland, Portugal, Russia, and Canada; and (3) wholesale distribution to department stores and multi-brand retailers across 50 countries. Operations are supported by an owned production facility in Portugal, wholly-owned subsidiaries in ten markets, a regional office in Hong Kong for JOOP! ASIA LIMITED, and a SAP S/4HANA transformation (migrating from SAP Apparel and Footwear, with 112 internal and 48 external contributors). The technology stack also includes proprietary 3D product development with digital fabric scanning, in-house brand avatars and digital twin garments, a proprietary Order Tool for B2B digital ordering, and Bynder digital asset management. Customer segments are persona-based across the three brands: ambitious men for STRELLSON, fashion-forward men and women for JOOP!, and quality- and modernity-focused consumers for windsor., with segmentation organized horizontally rather than by industry vertical.

The company's competitive positioning rests on three differentiated premium brands, an established multi-channel distribution footprint, a 136-year corporate heritage, and an extensive sustainability and compliance program that includes Green Button certification (from 2023, covering 46 mandatory standards), amfori BSCI membership (since 2008), Better Cotton Initiative membership (committed to 50% more-sustainable cotton by 2025), Leather Working Group (2023), plus OEKO-TEX, GOTS, OCS, GRS, RCS, RDS, RWS, RMS, RAS, and REACH alignment, as well as a Stakeholder Dialogue Programme with Hohenstein covering 20 factories across Turkey, China, India, and Bangladesh. Renewable energy infrastructure at headquarters (over 1,200 photovoltaic panels producing ~520,000 kWh/year) and the Portugal production facility (490,000 kWh/year, 71% self-consumption) reinforces environmental positioning. The Holy family maintains control through Strellson AG and Windsor GmbH with no disclosed institutional, venture, or private-equity investment.

Name

Holy Fashion Group

Legal name

Strellson AG

Website

https://holyfashiongroup.com

Company type

Private

Founded year

1889

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Swiss-based private fashion conglomerate operating three premium brands (STRELLSON, JOOP!, windsor.) across menswear, womenswear, and lifestyle accessories; distributes through DTC e-commerce, owned retail in 9+ countries, and wholesale in 50 countries.

Ownership category

akta.pro rank

Product category

Premium Fashion and Apparel

NAICS

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (4581), Clothing and Clothing Accessories Retailers (45811), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621), Women's, Misses', And Juniors Outerwear (2330), Leather & Leather Products (3100)

akta.pro primary industry

Luxury & Designer Apparel Retail (CRAAABAI)

akta.pro secondary industries

Luxury Menswear (CRAAAFAF), Luxury Fashion (Ready-to-Wear & Couture) (CRAKAFAE), Luxury Leather Goods & Handbags (CRAKAFAB), Men’s Apparel Retail (CRAAABAC)

Keywords

• Premium fashion brands
• Menswear womenswear apparel
• Lifestyle accessories fashion
• Direct-to-consumer retail
• Wholesale fashion distribution

Headquarters

HQ city

Kreuzlingen

HQ country

Switzerland

HQ region

Europe

Offices10 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain

Revenue model

1. Branded Apparel Retail: Sale of premium menswear and womenswear under three owned brands: STRELLSON (premium menswear designed in Switzerland), JOOP! (lifestyle brand with German roots, spanning menswear, womenswear, bags, shoes, jewellery, watches, eyewear, bodywear, beachwear, legwear, and living collection), and windsor. (premium fashion brand over 100 years old, catering to quality- and modernity-focused customers). Revenue is generated through owned retail stores, outlets, and branded e-commerce shops. The company operates its own e-commerce for all three brands launched in 2012.
2. Wholesale / B2B Distribution: Wholesale distribution of branded apparel to department stores, multi-brand retailers, and other third-party retail partners across 50 countries of operation.
3. Brand Licensing (JOOP!): JOOP! has historically operated as a licensed lifestyle brand across eyewear, watches, furniture, and household goods, with the Holy Fashion Group acquiring full ownership of JOOP! GmbH in 2008. The brand portfolio includes various licensed product categories beyond core apparel.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Holy Fashion Group designs, produces, and distributes premium fashion and lifestyle products under three wholly-owned brands — STRELLSON (Swiss-designed menswear), JOOP! (German lifestyle menswear, womenswear, bags, shoes, jewellery, watches, eyewear, bodywear, beachwear, legwear and living collection) and windsor. (premium fashion over 100 years old). Products are sold via owned e-commerce shops (launched 2012), owned retail stores and outlets across 9+ countries, and wholesale to department stores and multi-brand retailers in 50 countries, with in-house production in Portugal.

Product overview

Holy Fashion Group operates as a fashion and lifestyle company managing three distinct premium fashion brands under one umbrella: STRELLSON (premium Swiss-designed menswear combining tailored and casual elements), JOOP! (German lifestyle brand offering premium menswear and womenswear plus accessories including bags, shoes, jewellery, watches, eyewear, bodywear, beachwear, legwear, and living collection), and windsor. (century-old premium fashion brand focused on quality and modernity). The company also operates e-commerce platforms for these brands, with corporate headquarters in Kreuzlingen, Switzerland.

Differentiator

Problem solved

Functional benefit

Brands

• STRELLSON: Bold and straightforward premium fashion brand with distinctive silhouette for ambitious men. Combines tailored and casual aspects for uncompromised style. Designed in Switzerland.
• JOOP!
• windsor.

Products and services

• STRELLSON Premium menswear brand designed in Switzerland, combining tailored and casual aspects for uncompromising style. Targeted at ambitious, style-conscious men and distributed via STRELLSON e-commerce, retail stores and wholesale channels in multiple countries including the US (since 2016) and Canada (since 2017).
• JOOP! Lifestyle fashion brand with German roots and international renown. Portfolio spans premium menswear and womenswear plus bags, shoes, jewellery, watches, eyewear, bodywear, beachwear, legwear and a living collection. Distributed via JOOP! e-commerce, retail stores, wholesale, and licensed product categories (eyewear, watches, furniture, household goods).
• windsor. Premium fashion brand synonymous with quality and modernity for over 100 years, representing a coherent lifestyle philosophy. Caters to people for whom quality and modernity are core values, covering menswear and womenswear. Distributed via windsor. e-commerce, retail stores and wholesale across multiple countries.

Quantifiable outcome

• 20 factories engaged in Stakeholder Dialogue Programme across 4 high-risk countries (Turkey, China, India, Bangladesh)
• +4 more outcomes

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Two partnerships are on record, tiered core.

• amfori BSCI (Business Social Compliance Initiative)coreStrategic or Co-development Partner · 1 January 2008HOLY FASHION GROUP joined amfori BSCI on January 1, 2008 — one of the world's leading business initiatives for promoting decent working conditions in global supply chains. Members (now over 2,400) commit to the BSCI Code of Conduct based on internationally recognised standards for worker rights. Member companies are obligated to conduct social audits at suppliers, with results made transparent on the amfori Sustainability Platform. HFG conducts social audits on a 1–2 year cycle at all direct production partners in both risk and non-risk countries, carried out by independent accredited auditing organisations. HFG also participates in the amfori 'Speak for Change' grievance mechanism programme active in Vietnam, Turkey, Bangladesh, India, and Cambodia.
• HohensteincoreStrategic or Co-development PartnerHOLY FASHION GROUP developed the Stakeholder Dialogue Programme in cooperation with Hohenstein, based on OECD due diligence guidelines. The programme aims to strengthen direct dialogue between workers in the textile supply chain, factory management, and HOLY FASHION GROUP. Core components include workshops on grievance mechanisms, workplace health and safety, and chemical management. Direct exchange with workers gathers concerns, suggestions, and challenges through open discussions and one-on-one conversations, feeding into a Corrective Action Plan (CAP) jointly coordinated with factory management. As of June 2025, the programme has engaged 20 factories in 4 high-risk countries (Turkey, China, India, Bangladesh) with over 300 workers trained in local languages.

Scale indicators10 records

Recent moves11 records

Expansion highlights6 records

Broad incumbents

• Tommy Hilfiger: Global premium lifestyle brand operated by PVH covering menswear, womenswear and accessories with comparable premium positioning. Larger scale and broader geographic reach make it a broad incumbent rather than a head-to-head competitor.
• Calvin Klein: PVH-owned global premium lifestyle brand spanning apparel, accessories and lifestyle categories. Comparable multi-brand portfolio and premium positioning but operates at materially larger scale and broader geographic reach.
• Armani: Italian luxury fashion house with comparable menswear-led premium positioning, multi-brand architecture and global retail/wholesale presence. Sits above HFG in price point and scale but competes for the same premium consumer wallet share.

Direct peers

• Escada: German-heritage premium womenswear and lifestyle brand with multi-channel distribution. Comparable on premium positioning and European market focus, particularly as a competitor to windsor. and JOOP! womenswear.
• Massimo Dutti: Inditex-owned premium fashion brand offering menswear and womenswear with strong European retail and DTC e-commerce presence. Directly comparable premium positioning and channel mix, though backed by substantially larger group scale.
• Hugo Boss: German-rooted premium fashion house focused on menswear and womenswear with global retail and wholesale distribution. Most direct comparable to STRELLSON and windsor. across premium positioning, menswear-led assortment, and multi-channel European wholesale plus DTC model.
• Marc O'Polo: European premium casual lifestyle brand with comparable DACH heritage, multi-channel retail/wholesale model, and sustainability commitments. Directly overlaps HFG on casual-premium positioning and European wholesale distribution architecture.
• S.Oliver: German family-owned fashion house offering menswear, womenswear and accessories through own retail and wholesale. Closely comparable on family-owned structure, DACH roots, multi-channel distribution, and mid-premium positioning.

Emerging players

• Diesel: Italian premium denim and lifestyle brand with comparable European heritage, premium positioning and multi-channel distribution. Overlaps HFG on lifestyle accessories and European wholesale reach, particularly against JOOP!.
• Bogner: German premium sportswear and lifestyle brand with comparable DACH heritage, wholesale-to-department-store model and premium price positioning. Smaller scale than HFG but overlapping premium lifestyle positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/holyfashiongroup
• Xx.com/HOLYFASHIONGRO2

Compliance14 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries11 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 Holy Fashion Group