What WÖHRL does

WÖHRL (legal name: Rudolf Wöhrl SE) is a privately held German multi-channel fashion retailer headquartered in Nürnberg, Germany, founded in 1933 by Rudolf Wöhrl. The company sells fashion apparel and accessories for women, men, children, and plus-size consumers across five merchandising segments (Damen, Herren, Kinder, Große Größen, Sport), curating a portfolio of 25+ international brands including BOSS, Tommy Hilfiger, Calvin Klein, Marc O'Polo, s.Oliver, JOOP!, Brax, and Bugatti. The addressable market is German consumers, with geographic operations confined to Germany (domestic shipping only via DHL at €4.95 per order).

The operating model is a dual-channel retail platform combining an e-commerce storefront at woehrl.de with 31 physical retail locations distributed primarily across Bavaria, Saxony, and Saxony-Anhalt, including major-city stores in Munich, Nuremberg, Dresden, and Magdeburg, plus the Outlet Welt Nürnberg outlet store. Omnichannel services include Click & Reserve (online order with in-store pickup) and Termin Shopping (appointment-based personalized shopping). The core technology stack is a standard e-commerce platform integrated with the WÖHRL CARD digital loyalty program and a partner network; no proprietary AI/ML capabilities, APIs, or SDKs are documented in available sources. Marketing is conducted through owned channels: an email/newsletter program (with a €10 voucher for €79 first-order minimum), Instagram (@woehrl_official), Facebook, LinkedIn (corporate/employer brand), and an on-site Inspiration/Trends content hub.

The revenue model is a one-time transaction retail model on apparel and accessories, supplemented by gift voucher sales and a customer loyalty discount mechanism. Standard pricing is full-price retail with promotional sale events offering up to 50% discounts; a 30-day return policy applies. Headcount is reported in the 1,001–5,000 range, consistent with mid-market multi-store retail operations; no revenue figures, funding events, M&A activity, or leadership changes are disclosed in the source data. The company appears family-controlled via the Emanuel Wöhrl-Stiftung foundation, with no disclosed private equity, venture capital, or parent-company ownership.

Name

WÖHRL

Legal name

Rudolf Wöhrl SE

Website

https://woehrl.de

Company type

Private

Founded year

1933

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

WÖHRL is a privately held German multi-channel fashion retailer founded in 1933, operating 31 physical stores across Germany and the woehrl.de e-commerce platform, selling women's, men's, children's, plus-size, and sportswear fashion alongside 25+ international brands.

Ownership category

akta.pro rank

Headquarters

HQ city

Nürnberg

HQ country

Germany

HQ region

Europe

Offices29 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Fashion Sales: WÖHRL generates revenue through the sale of fashion apparel and accessories across multiple segments (women, men, children, plus sizes, sportswear) through both e-commerce and physical retail stores. Sales are primarily one-time transactions with occasional promotional discounts (up to 50% during sales). The company also offers gift vouchers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

WÖHRL is a German multi-brand fashion retailer that sells clothing and accessories for women, men, children, and babies across both an e-commerce platform (woehrl.de) and a network of 31 physical stores throughout Germany. The assortment combines its own private label with over 25 international brands such as BOSS, Tommy Hilfiger, Calvin Klein, and Marc O'Polo, supplemented by a digital loyalty program (WÖHRL CARD), Click & Reserve pickup service, and Termin Shopping appointments.

Product overview

WÖHRL is a German fashion retailer operating both an e-commerce platform (woehrl.de) and a network of 30+ physical stores across Germany. The core offering consists of women's, men's, children's, and baby clothing across multiple categories including tops, dresses, pants, jackets, coats, lingerie, and accessories. The platform offers a WÖHRL CARD loyalty program, Click & Reserve in-store pickup service, and Termin Shopping appointment service. WÖHRL carries its own brand alongside third-party international fashion brands including BOSS, Tommy Hilfiger, Calvin Klein, Marc O'Polo, and s.Oliver. The business model combines physical retail with online commerce, supported by shipping via DHL for German domestic delivery.

Differentiator

Problem solved

Functional benefit

Brands

• WÖHRL CARD: Loyalty card program offering discounts and special offers to customers

Products and services

• WÖHRL Damen (Women's Fashion) Women's clothing, accessories, sportswear, plus sizes, and lingerie sold through woehrl.de and in-store, featuring new arrivals, sale items, and extended sizing for women.
• WÖHRL Herren (Men's Fashion) Men's clothing including shirts, pants, suits, jackets, coats, underwear, footwear, and accessories, plus big and tall sizes, sold online and in-store.
• WÖHRL Kinder (Children's Fashion) Children's clothing for girls, boys, and babies, including everyday wear, party dresses, sportswear, and accessories, sold online and in-store.
• WÖHRL SALE Reduced-price sale section covering women's, men's, and children's fashion with up to 50% discounts on current and past-season styles.
• WÖHRL CARD Loyalty Program Store loyalty card program with online registration, digital card, partner network benefits, and access to exclusive discounts and special offers for WÖHRL customers.
• Click & Reserve Service Online ordering service allowing customers to reserve items on woehrl.de and pick them up at their preferred WÖHRL store.
• Termin Shopping Service Appointment-based shopping service that provides customers with a personalized in-store retail experience at WÖHRL locations.
• WÖHRL Filialen (Retail Store Network) Network of 31 physical retail stores across Germany offering the full WÖHRL assortment, including the Outlet Welt Nürnberg discount store.

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Otto: Germany's largest multi-channel retailer with a significant fashion category. Competes with WÖHRL in online apparel and uses a comparable mix of marketplaces, brand partnerships, and own-brand assortment.
• Galeria Karstadt Kaufhof: Germany's largest department store chain, offering broad apparel and accessory assortments across multi-brand formats. Overlaps with WÖHRL in mid-market multi-brand retail but operates at much larger scale and is currently undergoing restructuring.
• Zalando: Europe's largest pure-play online fashion platform. Competes with WÖHRL for the same German consumers and many of the same third-party brands, but via a digital-only model without the physical-store overhead.

Direct peers

• Engelhorn: German family-owned multi-brand fashion and sports retailer based in Mannheim with a comparable mix of premium international brands, family-store heritage, and combined physical/digital presence.
• Peek & Cloppenburg: German multi-brand fashion retailer operating department-store-style stores across Germany and Europe. Closely comparable to WÖHRL in assortment breadth (men, women, children), third-party brand portfolio, and physical-retail-anchored omnichannel model.
• Lodenfrey: Munich-based family-owned multi-brand fashion retailer with a premium assortment of international labels. Highly comparable to WÖHRL in geography (Bavaria), ownership structure, and brand mix.
• Breuninger: Premium German multi-brand fashion and lifestyle retailer with flagship stores and a strong e-commerce platform. Comparable to WÖHRL in multi-brand curation, omnichannel approach, and family-owned/private ownership, but skews more premium.

Others

• Hugo Boss: Premium German apparel brand and one of WÖHRL's key third-party suppliers. Listed here as a supplier/brand-side counterparty — Boss's direct retail expansion directly affects WÖHRL's assortment and margins.

Emerging players

• s.Oliver: German fashion brand and retailer that is both a supplier to WÖHRL and a competitor via its own DTC stores and online shop. Comparable in product category and German market focus.
• About You: Hamburg-headquartered digital fashion retailer targeting younger demographics with personalized assortments. Overlaps with WÖHRL's e-commerce channel and competes for the same brand-conscious German consumer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/woehrl.de
• LinkedInlinkedin.com/company/rudolf-wöhrl-se
• Instagraminstagram.com/woehrl_official

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 WÖHRL