Shirtracer

Name

Shirtracer

Legal name

Shirtracer GmbH

Website

https://shirtracer.de

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Custom Print-on-Demand Apparel

NAICS

Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Sportswear Customization & Printing Retail (CRAMACAK)

akta.pro secondary industry

Branded Merchandise & Promotional Apparel Wholesale (CRAOADAI)

Keywords

• Print-on-demand apparel
• Custom t-shirts
• Personalized clothing
• Custom sportswear
• Team apparel printing

Headquarters

HQ city

Nürnberg

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-commerce Direct Sales: Direct-to-consumer sales through owned online storefronts (Dropshirt.de, Laufshirt-bedrucken.de, Taschen-bedrucken.de, Trikot-bedrucken.de) where customers design and order personalized products. Revenue is transaction-based, one-time purchase per product.
2. Amazon Marketplace Sales: Sales through Amazon Germany marketplace with Shirtracer's official Amazon Store, leveraging Amazon's fulfillment and customer base for transaction-based revenue.
3. B2B Bulk Orders: Corporate and team bulk orders for sports clubs, businesses, and event organizers, including personalized workwear, team uniforms, and event merchandise with volume discounts up to 50%.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels5 records

Core offering

Shirtracer GmbH operates a portfolio of branded print-on-demand e-commerce shops (Dropshirt, Laufshirt-Bedrucken, Taschen-Bedrucken, Trikot-Bedrucken) across Germany, Austria, and Switzerland, selling personalized clothing, running shirts, bags, and team sports apparel. All products are produced in-house at a 3,200+ m² automated printing facility in Nürnberg and sold directly to consumers via owned storefronts and the Amazon Marketplace, with B2B bulk order services for corporate, team, and event customers.

Product overview

Shirtracer Group operates a multi-brand e-commerce portfolio focused on print-on-demand personalized clothing and accessories. The company runs multiple specialized online shops (Dropshirt, Laufshirt-Bedrucken, Taschen-Bedrucken, Trikot-Bedrucken) serving different product categories and regions (Germany, Switzerland, Austria), plus an Amazon Marketplace store. All products are produced in-house at their modern production facility spanning over 3,200 m² in Nürnberg, Germany, using highly automated printing equipment. The company also maintains a physical showroom in Nürnberg for customers to view products before ordering online. The business model is print-on-demand, meaning products are only manufactured after customer order, enabling sustainability and no minimum quantities.

Differentiator

Problem solved

Functional benefit

Brands

• Dropshirt: Online shop for stylish everyday fashion - printed on demand. Offers statement shirts, gift ideas and trendy motifs.
• Laufshirt-Bedrucken
• Taschen-Bedrucken
• Trikot-Bedrucken

Products and services

• Dropshirt (Custom Apparel & Streetwear) Print-on-demand online shop offering customizable T-shirts, hoodies, and apparel that customers personalize directly online with their own designs. Targeted at individual consumers and gift buyers seeking unique personalized items with no minimum order quantity.
• Laufshirt-Bedrucken (Custom Running Shirts) Specialized e-commerce shop for custom running shirts for competitions, training, and team events. Offers breathable, high-quality functional apparel with online personalization options and partnerships with brands such as JAKO. Targeted at individual athletes, sports clubs, running teams, and event organizers.
• Taschen-Bedrucken (Custom Bags) Specialty e-commerce shop for customizable bags including jute bags, sports bags, backpacks, and drawstring bags. Customers personalize bags with custom designs online. Targeted at event organizers, schools, clubs, and gift buyers seeking sustainable personalized accessories.
• Trikot-Bedrucken (Custom Team Sports Apparel) E-commerce platform for team sports jerseys, training apparel, and teamwear across multiple sports including football, handball, and volleyball. Features brand partners such as JAKO and Erima with online personalization of team uniforms. Targeted at sports clubs and team organizers.
• Amazon Marketplace Store Official Amazon Germany store offering a wide range of Shirtracer personalized products including T-shirts, baby bodysuits, and gift items, with Amazon-fulfilled logistics and customer service. Targeted at Amazon marketplace shoppers seeking personalized items with fast delivery.
• B2B Bulk Corporate Order Service Enterprise bulk order service for corporate workwear, team uniforms, event merchandise, and promotional apparel. Offers volume discounts up to 50%, individual quotes, and consultation support. Targeted at businesses, sports clubs, and event organizers requiring branded apparel in quantity.
• Shirtracer Showroom Nürnberg Physical showroom at the Nürnberg headquarters where customers can view and touch product samples across textiles, sports apparel, bags, and corporate wear. Orders are placed online via specialized shops; consultation and appointment booking are available, particularly for B2B inquiries.

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• AmazoncoreChannel Partner/ Reseller/ DistributorAmazon is a primary distribution channel partner for Shirtracer. The company operates an official Amazon Germany Store selling personalized products including T-shirts, baby bodysuits, and gift items. Amazon provides marketplace infrastructure, fulfillment, customer service, and access to Amazon's customer base, while Shirtracer provides the product catalog and production.
• JAKOcoreStrategic or Co-development PartnerJAKO is a key brand partner supplying high-quality sports apparel blanks for running shirts and team sports uniforms. Shirtracer offers products with JAKO brand quality for events, company runs, charity events, sports clubs, and teams. The partnership ensures reliable brand quality and recognition in the sports apparel market.
• ErimaminorStrategic or Co-development PartnerErima is a sports apparel brand partner providing blanks for team sports jerseys and uniforms. Available through trikot-bedrucken.de for sports teams and clubs ordering custom sports apparel.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Easyprint: German print-on-demand retailer offering customizable T-shirts, hoodies, and accessories online. Closely comparable to Shirtracer in DACH market positioning, product mix, and small-scale custom printing model.
• Spreadshirt: German-founded print-on-demand platform offering customized apparel, accessories, and gifts across Europe and globally. Directly competes with Shirtracer in the same DACH market with overlapping product categories (T-shirts, hoodies, team apparel) and similar B2C/B2B marketplace positioning.
• TeamShirts: German-based custom teamwear and corporate apparel platform focused on sports clubs, schools, and businesses. Directly comparable to Shirtracer's Trikot-Bedrucken and Laufshirt-Bedrucken sub-brands for team/club customization.
• Shirtinator: German print-on-demand retailer specializing in custom T-shirts, hoodies, and team apparel. Closely comparable to Shirtracer in product mix, German market focus, and online direct-to-consumer model serving individuals and small B2B customers.
• Shirtee: European print-on-demand retailer focused on custom apparel and accessories across multiple European countries. Comparable to Shirtracer in product offering, business model, and emphasis on personalized clothing.

Broad incumbents

• Vistaprint (Cimpress): Global custom printing and marketing products company offering apparel, signage, and business products. Overlaps with Shirtracer in custom apparel printing for SMBs and corporate clients but at vastly larger scale and with a broader product portfolio.
• Printful: Global print-on-demand fulfillment provider integrated with e-commerce platforms, offering apparel, accessories, and customization at scale. Competes with Shirtracer in POD customization but operates as a broader B2B infrastructure layer rather than a D2C retailer.

Emerging players

• Customized: European on-demand printing platform for personalized apparel and accessories serving SMBs and creators. Comparable to Shirtracer's POD customization focus with overlap in B2B and creator-driven custom apparel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/shirtracer/?locale=de_DE
• Xx.com/shirtracer

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries8 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 Shirtracer