Huber Bodywear

What Huber Bodywear does

Huber Bodywear (operating under the 'HUBER hautnah' brand) is an Austrian direct-to-consumer underwear and nightwear brand founded in 1908 by Josef Huber in Götzis, Vorarlberg. It designs and develops products locally in Austria and manufactures in Europe (Portugal, Romania, Tunisia) using fabrics sourced partly from Austria. The product portfolio centers on a single 'hautnah' sub-brand organized into multiple material- and use-case-differentiated series, including Micro Invisible and Micro Bonded seamless constructions, Micro Lace and Micro Ornament decorative lines, Cotton 2 Pack basics, Soft Modal and Cool Lyocell comfort lines, a Bra Selection spanning underwired, wireless, spacer, minimizer, push-up, and prosthetic styles, plus men's Original, Jerseyboxer, and Print Cotton Fine Rib ranges, alongside Night Selection sleepwear and Casual at Home unisex loungewear. The business runs a direct-to-consumer e-commerce model on huber-bodywear.com complemented by physical retail via a store locator, with a free-shipping threshold of €75 and free returns in Austria and Germany, and ships to Spain and the rest of the EU. Commercial mechanics include fixed retail pricing (€17.95–€69.95), seasonal promotions (up to 50% off), a Wohlfühlclub loyalty program with ENZIANTALER points, and a 10% welcome discount newsletter funnel. Distribution relies on owned e-commerce plus Instagram, Facebook, YouTube, and Vimeo for top-of-funnel acquisition. The brand is one of six sister brands under the Huber Holding umbrella (alongside Skiny, HOM, Hanro, Gossard, and WOH), providing cross-brand portfolio coverage from basics to luxury.

Name

Huber Bodywear

Legal name

Huber Bodywear GmbH

Website

https://www.huber-bodywear.com

Company type

Private

Founded year

1908

Operating status

Operating

Headcount range

11–50 employees

Short description

Huber Bodywear is an e-commerce platform that sells garments for men and women.

Ownership category

akta.pro rank

Product category

Underwear & Nightwear

NAICS

Apparel Manufacturing (315), Apparel Accessories and Other Apparel Manufacturing (31599)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320)

akta.pro primary industry

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

akta.pro secondary industries

Loungewear (Home Comfort Basics) (CRAAAIAF), Shapewear & Body Contouring (CRAAAIAC)

Keywords

• Underwear manufacturing
• Nightwear apparel
• Bodywear products
• Women's lingerie
• Men's underwear

Headquarters

HQ city

Mader

HQ country

Austria

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Direct-to-consumer retail sales of underwear and nightwear through e-commerce platform. Products sold at fixed retail prices with periodic sales and discounts. Revenue generated from individual product transactions, multi-packs, and seasonal collections.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Huber Bodywear is an Austrian heritage brand that designs, manufactures, and sells underwear, nightwear, and loungewear for women and men through a direct-to-consumer e-commerce platform and physical retail stores. Products are predominantly manufactured in Europe (Romania, Portugal, Tunisia) using natural-fiber fabrics (organic cotton, Tencel/lyocell, modal) and incorporate specialized construction technologies such as Micro Invisible, Micro Bonded, and Spacer BH. The brand emphasizes comfort, fit, skin-friendly materials, and sustainable durability.

Product overview

Huber Bodywear (HUBER) is a traditional Austrian underwear and nightwear brand founded in 1908 in Götzis, Vorarlberg, offering a comprehensive portfolio of women's and men's products across multiple series and categories. The company's product line is organized around the core 'hautnah' sub-brand, which encompasses distinct series differentiated by material technology and target use case: Hautnah Micro Invisible (seamless bonded microfiber for invisibility under clothing), Hautnah Micro Bonded (bonded wireless comfort lingerie), Hautnah Micro Lace (lace-trimmed microfiber), Hautnah Micro Ornament (decorative microfiber lingerie), Hautnah Soft Floral Micro (floral microfiber), Hautnah Cotton 2 Pack (cotton-elastane basics in multipacks), Hautnah Soft Modal (cotton-TENCEL™ modal nightwear and underwear), Hautnah Micro Light (lightweight microfiber), Hautnah Bra Selection (curated everyday bras), Hautnah Night Selection / Night Selection 2 (printed sleepwear), Hautnah Night Basic Selection / Home Basic Selection (basic nightwear), Hautnah Traditional Lace (classic lace lingerie), Hautnah Print Cotton Fine Rib (men's printed cotton underwear), Hautnah Jerseyboxer Selection (men's stretch jersey boxers), Hautnah Cool Lyocell Selection (men's lyocell comfort wear), Hautnah Original (men's core underwear basics), and the Casual at Home (unisex loungewear/sleepwear in cotton-modal). The broader portfolio also includes Damen Unterwäsche (women's underwear — BHs, slips, tank tops, multipacks, shapewear), Damen Nachtwäsche (women's sleepwear), Herren Unterwäsche (men's underwear), Herren Nachtwäsche (men's sleepwear), Damen/Herren Loungewear (leisure wear), Spitzenwäsche (lace lingerie), Basics (year-round foundational basics), and Multipacks (value multi-packs). Supporting services include a Wohlfühlclub loyalty program, gift vouchers, and newsletter subscription with a 10% welcome discount. Products are predominantly manufactured in Europe using fabrics sourced partly from Austria, with production in Portugal, Romania, and Tunisia.

Differentiator

Problem solved

Functional benefit

Brands

• hautnah: Main brand line for underwear and nightwear products including Micro Invisible, Cotton 2 Pack, Soft Modal, Night Selection, and various other collections for women and men.

Products and services

• Lace Lingerie (Spitzenwäsche) Women's lace lingerie collection featuring delicate lace detailing on selected bras and briefs, combining decorative aesthetics with comfort.
• Multipacks Underwear value packs for women and men sold as two-packs or multi-piece sets, offering convenience and lower per-unit pricing.
• Gift Vouchers (Geschenkgutscheine) Retail gift vouchers available for purchase, allowing recipients to redeem them for any products in the Huber Bodywear catalog.
• Wohlfühlclub Loyalty Program Customer loyalty program where members collect ENZIANTALER points on purchases and redeem them for discounts on future orders.
• Women's Underwear (Damen Unterwäsche) Comprehensive women's underwear range including bras (underwired, wireless, spacer, minimizer, push-up, bandeau, Dirndl, and post-mastectomy/prosthesis styles), slips, tank tops, multipacks, and shapewear, sold to female consumers for everyday and specialized wear.
• Women's Nightwear (Damen Nachtwäsche) Women's sleepwear line including pajamas, sleep shirts, sleep shorts, nightgowns, and loungewear items in cotton-modal blends and printed seasonal designs.
• Women's Loungewear (Damen Loungewear) Women's at-home leisure wear designed for comfort and relaxation, complementing the nightwear range.
• Men's Underwear (Herren Unterwäsche) Men's underwear including undershirts, briefs, pants, long-leg pants, boxershorts, and long underwear in cotton-elastane, lyocell, and modal blends, sold as single items and multipacks.
• Men's Nightwear (Herren Nachtwäsche) Men's sleepwear including pajamas, sleep shirts, sleep shorts, and nightgowns in cotton-modal blends with seasonal print patterns.
• Men's Loungewear (Herren Loungewear) Men's at-home leisure wear offering comfort-focused designs for relaxed, casual wear.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered minor.

• SkinyminorOthersSibling brand under the same parent company Huber Holding. Skiny offers bodywear products under the same corporate umbrella.
• HOMminorOthersSibling brand under the same parent company Huber Holding. HOM offers men's underwear and loungewear.
• HanrominorOthersPremium sister brand under Huber Holding, known for luxury underwear and nightwear.
• GossardminorOthersInternational sister brand under Huber Holding, offering women's lingerie and shapewear.
• WOHminorOthersSister brand under Huber Holding, complementing the bodywear portfolio.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Hanro: Hanro is a premium Swiss heritage underwear, lingerie, and nightwear brand sold internationally. It is directly comparable to Huber Bodywear as a sister brand under Huber Holding, sharing distribution channels and customer base in the premium intimates segment.
• Skiny: Skiny is an Austrian underwear and bodywear brand, also owned by Huber Holding. It is directly comparable to Huber Bodywear as a sibling brand targeting similar mid-market Austrian/German consumers with comparable product categories (underwear, nightwear).
• HOM: HOM is a French-founded men's underwear and loungewear brand also under Huber Holding. It is directly comparable to Huber's men's line targeting equivalent customer needs in higher-end men's bodywear.
• Schiesser: Schiesser is a leading German heritage underwear and basics brand founded in 1875. It is directly comparable to Huber as a European heritage underwear brand focused on everyday essentials, multipacks, and nightwear for men and women.
• Calida: Calida is a Swiss premium underwear and loungewear brand with strong DACH presence. It is directly comparable to Huber as a heritage European intimates brand emphasizing natural fibers (cotton, wool, silk) and sustainable manufacturing.
• Triumph International: Triumph is a global Swiss-German lingerie and underwear brand with significant European market share. It is directly comparable to Huber as a manufacturer and retailer of bras, underwear, and nightwear across price points, with similar DACH market focus.
• Wolford: Wolford is an Austrian luxury hosiery, bodywear, and lingerie brand. It is directly comparable to Huber as an Austrian heritage intimates brand with overlapping product categories (bras, bodysuits, shapewear) and shared geographic market.
• Gossard: Gossard is a UK heritage lingerie and shapewear brand, also under Huber Holding. It is directly comparable to Huber as a sister brand specializing in women's lingerie, bras, and shapewear with shared manufacturing and distribution infrastructure.
• Anita (Anita Dr. Helbig GmbH): Anita is a German premium lingerie brand specializing in bras, including post-mastectomy and specialty products. It is directly comparable to Huber's Prothesen-BH line and broader intimate apparel offering targeting European consumers.

Emerging players

• MeUndies: MeUndies is a US-based DTC underwear and basics brand with a membership model. It is comparable to Huber as a digitally-native intimates brand that has disrupted traditional players through direct-to-consumer e-commerce and loyalty programs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC00zsCXqqEuNFxkioD_F4dg
• Facebookfacebook.com/huberbodywear
• Instagraminstagram.com/huberbodywear
• LinkedInlinkedin.com/company/huber-bodywear-gmbh

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Huber Bodywear