maximo
maximo is a German family-owned manufacturer founded in 1898, producing hats, caps, gloves, clothing, rain boots, and toys for babies, children, and teenagers at its Chemnitz facility, sold wholesale to specialist retailers via a regional and international distributor network and directly to consumers through its online shop.
- Company typePrivate
- Founded1898
- HeadquartersChemnitz, Germany
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What maximo does
maximo, legally Strickmoden Bruno Barthel GmbH & Co. KG, is a German family-owned manufacturer of children's accessories and apparel headquartered in Chemnitz. The company traces its origins to 1898, when Bruno Barthel founded a glove factory in Chemnitz-Rabenstein; today it is run by his great-grandson Thomas Merk (CEO since May 2012) alongside co-manager Thomas Löpenhaus-Boras (joined May 2014). The product portfolio spans hats, caps, gloves, scarves, clothing, shoes, rain boots, and toys for babies, children, and teenagers, sold under the maximo brand and a secondary CAPO brand. Manufacturing combines modern knitting technology with traditional textile craftsmanship at the company's Chemnitz facility, and the product line is differentiated by Oeko-Tex Standard 100 (Class 1 for babies) and GOTS-certified organic wool and cotton fleece collections.
The business model is dual-channel: B2B wholesale supplied through a network of regional sales representatives (Handelsvertretungen) covering all German Bundesländer and international distributors in 18+ countries, supported by a B2B ordering portal (maximo-webfashion.de) with EDI/NOS real-time stock integration; and direct-to-consumer sales via the maximoshop.com online store and a factory outlet in Chemnitz (closed from June 30, 2023). Customer segments are horizontally segmented into specialist children's retailers and distributors (primary) and end-consumer families (secondary). The company also operates a separate work-protection line (maximo-arbeitsschutz.de). It is privately held, with no external investors, no public listing, and no disclosed financial figures.
maximo firmographics
Firmographics- Name
- maximo
- Legal name
- Strickmoden Bruno Barthel GmbH & Co. KG
- Website
- https://maximo-strickmoden.de
- Company type
- Private
- Founded year
- 1898
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- maximo is a German family-owned manufacturer founded in 1898, producing hats, caps, gloves, clothing, rain boots, and toys for babies, children, and teenagers at its Chemnitz facility, sold wholesale to specialist retailers via a regional and international distributor network and directly to consumers through its online shop.
- Ownership category
- akta.pro rank
maximo industry classification
Industry- Product category
- Children's Accessories & Apparel
- NAICS
- Cut and Sew Apparel Manufacturing (except Contractors) (315250), Apparel Accessories and Other Apparel Manufacturing (3159), Apparel Manufacturing (315)
- SIC
- Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Retail-Apparel & Accessory Stores (5600), Wholesale-Apparel, Piece Goods & Notions (5130)
- akta.pro primary industry
- Children’s, Baby & Maternity Apparel Brands (CRAAAAAG)
- akta.pro secondary industries
- Mass-Market & Lifestyle Apparel Brands (CRAAAAAA), Workwear, Uniforms & Safety Apparel Cut & Sew (IMAOAEAC)
Keywords
Where maximo is headquartered
LocationHeadquarters
- HQ city
- Chemnitz
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
maximo business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D
Revenue model
- B2B wholesale to retailers: Wholesale distribution of children's accessories and clothing to licensed retail partners across Germany, Europe, and worldwide through regional sales representatives and online B2B ordering portal
- B2C direct sales: Direct-to-consumer sales through owned online shop (maximoshop.com) and factory outlet store in Chemnitz
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | B2B wholesale pricing for licensed retailers |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
maximo product offering
Product offeringCore offering
maximo is a German family-owned manufacturer and distributor of high-quality accessories and apparel for babies, children, and teenagers. The product line includes knitted hats, caps, gloves, scarves, clothing, shoes, rain boots, and toys, designed and packaged at the company's Chemnitz headquarters and shipped to retailers, distributors, and end consumers across Germany, Europe, and worldwide.
Product overview
maximo is a German family-owned fashion company founded in 1898, operating as part of Bruno Barthel Strickmoden GmbH & Co. KG. The company offers two brands: maximo (premium children's accessories and apparel) and CAPO (accessories for all ages). The maximo product line includes knitted hats, baseball caps, gloves, clothing, shoes, rain boots, and toys for babies, children, and teenagers. The company sells through B2B distributor networks and directly to consumers via its maximoshop.com e-commerce platform, as well as a factory outlet in Chemnitz.
Differentiator
Problem solved
Functional benefit
Products and services
- maximo children's accessories and apparel Premium German children's accessories and apparel line under the maximo brand, including hats, caps, gloves, scarves, clothing, shoes, rain boots, and toys for babies, toddlers, children, and teenagers. Known for innovative design, coordinated colors, and high-quality certified materials.
- CAPO accessories Second brand under Bruno Barthel Strickmoden GmbH & Co. KG offering accessories and clothing for babies, children, teenagers, and adults.
- GOTS-certified organic children's collection Organic textile collection certified under the Global Organic Textile Standard (GOTS), covering wool and cotton fleece products for children of all ages.
Quantifiable outcome
- GOTS-certified wool and cotton fleece collection for organic children's clothing
- +1 more outcomes
Companies that use maximo
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
maximo technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
maximo partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core.
- Orderbüro Müller (Müller Baden)coreRegional sales representative for Baden-Württemberg, located at Im EFC, 1st floor, KOB floor, Room 124, Mahdentalstr. 100, 71065 Sindelfingen. Provides order services for retailers in the Baden region.
- Nordbayern Handelsvertretung (Thomas Hetterich)coreRegional sales representative for Northern Bavaria, located at Bergstr. 12, 97299 Zell bei Würzburg. Covers retail partners in Nordbayern region.
- Handelsagentur Jens ZenglercoreRegional sales representative for Southern Bavaria, with order office at MTC München Mode- und Textil-Center, Haus III, 2.OG, Raum 219.1, Taunusstr. 45, 80807 München.
- Petra PiehlcoreSales representative covering Berlin and Mecklenburg-Vorpommern regions, located at Hohenbrucher Chaussee 9b, 16775 Löwenburger Land.
- Heidemarie Mehnert (CDH Handelsvertretung)coreSales representative covering Hessen, Rheinland-Pfalz, and Saarland regions, located at In der Hohl 7, 64395 Brensbach.
- Martin FischercoreSales representative covering Niedersachsen and Schleswig-Holstein/Hamburg regions, located at Mode Centrum Hamburg, Haus E, 5.OG, Raum 558, Modering 5, 22457 Hamburg.
- Cordula Graf (EUROMODA)coreSales representative covering Nordrhein-Westfalen region, located at Kidz Fashion Center, Raum 4541, Anton-Kux-Str. 2, 41460 Neuss.
- Torsten BuckcoreSales representative covering Sachsen region, located at Parkweg 17, 07552 Gera.
Scale indicators3 records
Recent moves7 records
Expansion highlights5 records
maximo competitors and assessment
Company assessmentDirect peers
- Finkid: Finnish/German children's outdoor clothing and accessories brand. Directly comparable as a mid-sized European children's apparel/accessories brand selling through specialty retailers with emphasis on quality materials and Nordic/German design heritage.
- Sterntaler: German family-owned manufacturer of baby and children's apparel, hats, accessories, and plush toys. Direct peer: comparable German heritage brand serving the same baby/children's accessories category through B2B specialty retail across Europe.
- Engel Natur: German manufacturer of organic children's and baby clothing made from natural fibers. Comparable as a German mid-sized organic children's apparel brand with B2B specialty distribution and sustainability-driven positioning.
- Reima: Finnish children's outerwear and accessories brand with strong European specialty-retail distribution and a focus on functional, safe materials. Comparable target customer (parents of 0–14), B2B specialty retail model, and certified-product positioning.
- Steiff: Iconic German premium brand best known for plush toys but with a sizable children's apparel and accessories line. Comparable as a heritage German children's brand with multi-channel distribution, quality certifications, and licensed specialty retail.
- SANETTA: German children's apparel brand owned by the Christ group, producing baby and children's clothing sold through European specialty retail. Comparable mid-sized German children's apparel maker with B2B wholesale model.
- Loud+Proud: German organic and Fairtrade-certified children's apparel brand. Direct peer on the organic-certified children's wear segment, B2B specialty-retail distribution, and GOTS/Oeko-Tex-based value proposition.
- Belly Button: German children's apparel brand with a focus on organic, GOTS-certified baby and children's wear sold via specialty retail. Comparable as a German mid-market organic children's apparel brand targeting the same specialty retailer customer base.
Broad incumbents
- H&M (H&M Kids): Global fast-fashion incumbent with a sizeable H&M Kids line including hats, gloves, and accessories. Broad incumbent: addresses the same end-consumer need for affordable children's accessories but at massive scale across global own-retail and digital channels.
- Tchibo: Major German multi-category retailer with a long-running children's apparel and accessories line sold across its own stores and online. Broad incumbent: overlapping children's accessories category but part of a much larger non-specialized retail portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
maximo social profiles
Digital presencemaximo financial estimates
Financial estimateRevenue estimate
Valuation estimate
maximo leadership team
Management profileNumber of profiles
Profiles2 records
maximo funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
maximo M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about maximo
What does maximo do?
maximo is a German family-owned manufacturer and distributor of high-quality accessories and apparel for babies, children, and teenagers. The product line includes knitted hats, caps, gloves, scarves, clothing, shoes, rain boots, and toys, designed and packaged at the company's Chemnitz headquarters and shipped to retailers, distributors, and end consumers across Germany, Europe, and worldwide.
Is maximo a public or private company?
maximo is a private company. It is classified as family owned and is currently operating.
When was maximo founded?
maximo was founded in 1898. It employs 1,001 to 5,000 people.
Where is maximo based?
maximo is headquartered in Chemnitz, Germany, in the Europe region.
How does maximo make money?
Two revenue lines are on record. B2B wholesale to retailers are the primary driver. The others are B2C direct sales.
Who are maximo's main competitors?
Direct peers on record are Finkid, Sterntaler, Engel Natur, Reima, Steiff, SANETTA, Loud+Proud and Belly Button. Broad incumbents are H&M (H&M Kids) and Tchibo.
Does maximo have an API?
No public API is recorded for maximo.
What industry is maximo in?
maximo's product category is Children's Accessories & Apparel. Its primary akta.pro industry code is CRAAAAAG, Children’s, Baby & Maternity Apparel Brands, with a secondary code of CRAAAAAA, Mass-Market & Lifestyle Apparel Brands. Its NAICS code is 315250 and its SIC code is 2300.