What Lerros does

Lerros is a German direct-to-consumer men's fashion brand founded in 1979, headquartered in Germany and operating exclusively through its Shopify-based online storefront at lerros.com. The company manufactures and sells men's apparel across more than 20 product categories including polo shirts, T-shirts, shirts, shorts, pants and jeans, jackets, knitwear, sweatshirts, blazers and suits, vests, accessories, and underwear. Product lines include Premium Basics featuring BCI-certified cotton, SUPIMA cotton, merino, and cashmere; COOL & DRY functional performance wear; Plus Size assortments (3XL–6XL); and a licensed Bayer 04 Leverkusen fan merchandise collection. Pricing spans €9.99 basics to €179.99 jackets, with seasonal sales up to 50% off, multi-pack value bundles, and gift cards in €25–€150 denominations.

The business model is pure direct-to-consumer e-commerce with no disclosed wholesale or enterprise channels. The storefront supports German, English, and Dutch language versions and ships to six European markets (Germany, Netherlands, Austria, Poland, Czech Republic, Slovakia) via DHL, with free shipping in Germany over €99. Customer acquisition runs through Instagram, Facebook, email newsletter (offering a 10% subscription discount), SEO, content marketing (size guides, denim fit guides, styling content), and seasonal sale promotions. Payment options include Klarna, PayPal, Visa, Mastercard, American Express, Apple Pay, Google Pay, SOFORT, and prepayment. The marketing claim of operations in 30+ countries is not corroborated by actual storefront coverage of six markets.

The brand's proprietary fabric technologies — including the COOL & DRY 60/40 cotton-polyester moisture-wicking blend, Piqué diamond-structured cotton, Seersucker 3-D textured fabric, and windstopper Softshell — are positioned as functional differentiators. No AI/ML capabilities, M&A activity, funding rounds, parent company, or management team disclosures are present in the available source data, and revenue is not publicly reported. The registered LERROS lion logo functions as the primary brand identity asset across the catalog.

Name

Lerros

Legal name

LERROS

Website

https://lerros.com

Company type

Private

Founded year

1979

Operating status

Operating

Short description

Lerros is a German direct-to-consumer men's fashion e-commerce brand founded in 1979, selling polos, shirts, knitwear, jackets, and basics through lerros.com to consumers across six European markets.

Ownership category

akta.pro rank

Product category

Men's Apparel E-commerce

NAICS

Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Men’s Apparel Retail (CRAAABAC)

akta.pro secondary industry

Athleisure & Performance Apparel Retail (CRAAABAE)

Keywords

• Men's apparel
• Casual clothing
• Fashion retail
• Online menswear
• Polo shirts

Headquarters

HQ city

Not specified

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: LERROS generates revenue through direct-to-consumer online sales of men's fashion apparel. Customers purchase products through the company's e-commerce platform at standard retail prices. The company offers seasonal sales with discounts up to 50%, gift cards in denominations of €25, €50, €100, and €150, and value packs (multipacks) for underwear and T-shirts.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

LERROS designs, manufactures, and sells men's fashion apparel directly to consumers through its own Shopify-based e-commerce storefront at lerros.com. The catalog spans polo shirts, T-shirts, shirts, shorts, pants/jeans, jackets, knitwear, sweatshirts, blazers, underwear, and accessories, with specialized lines for premium basics, functional performance wear, plus sizes, and licensed sports merchandise. The brand sells at unit retail prices with seasonal promotions and gift cards, shipping primarily across the DACH region and Benelux.

Product overview

LERROS is a German men's fashion e-commerce retailer offering a comprehensive wardrobe solution across multiple clothing categories. The product portfolio centers on core menswear categories including T-shirts, Polo shirts, Shirts, Shorts, Pants/Jeans, Jackets/Coats, Sweatshirts, Knitwear, Vests, Blazers/Suits, Accessories, and Underwear. The offering is organized into distinct product lines: Premium Basics (sustainable BCI-certified cotton essentials), COOL & DRY (functional performance wear), Plus Size (extended sizes 3XL-6XL), and the licensed Bayer 04 Leverkusen Collection. Additional offerings include Value Packs (multi-packs) and Gift Cards. Products span casual, business casual, and formal occasions with various fits (Slim Fit, Regular Fit, Relaxed Fit, Comfort Fit) and functional features (water-repellent, breathable, windproof, moisture-wicking).

Differentiator

Problem solved

Functional benefit

Products and services

• T-Shirts Men's T-shirts in various styles (round neck, V-neck), prints, stripes, and patterns, including COOL & DRY functional, Seersucker, and Premium Cotton variants for everyday casual wear.
• Polo Shirts Men's polo shirts in Piqué quality, short- and long-sleeve variants, including Cool & Dry performance fabrics, Waffle structure, and patterns from classic to floral.
• Shirts (Hemden) Men's shirts in short- and long-sleeve variants, including Oxford, Poplin, Jersey, Seersucker, Linen-cotton blend, and Hawaiian-style printed shirts for business-casual and casual wear.
• Shorts Men's shorts including Chino shorts, Cargo shorts, Beach shorts (Badehosen), and Bermuda shorts in cotton, cotton-linen blend, and nylon-mix fabrics.
• Pants & Jeans (Hosen & Jeans) Men's trousers and jeans including Chinos in Slim Fit, Comfort Fit, and Relaxed Fit, Stretch Denim, and formal suit trousers, with BAXTER and CONLIN named denim lines.
• Jackets & Coats (Jacken & Mäntel) Men's jackets and coats including Quilted jackets, Blousons, Parkas, Functional jackets, Softshell, and Coats with water-repellent, windproof, breathable, and lightweight properties.
• Sweatshirts & Sweat Jackets Men's sweatshirts and sweat jackets including Hoodies, Troyer styles, and Basic Sweat Jackets in cotton-blend materials with various textures and features.
• Knitwear (Strick) Men's knitwear including Jumpers, Roll-neck pullovers, Knit cardigans, and Troyer styles in cotton, wool, Merino, and Cashmere blends.
• Vests (Westen) Men's vests and waistcoats including quilted vests, Light Weight Vests, and wool-look vests with water-repellent and breathable features.
• Blazers & Suits (Sakkos & Anzüge) Men's blazers and suits including Jersey Blazers, formal suit jackets with stretch, and suit trousers in regular and short sizes.
• Accessories (Accessoires) Men's accessories including Scarves, Caps and Hats, Gloves, Belts, Braces & Sets, and Bags & Backpacks.
• Underwear Men's underwear including Boxershorts in 3-packs and Slips in 7-packs, in various colors and multi-pack options.
• Plus Size Line (3XL–6XL) Extended size range (3XL to 6XL) for men across T-shirts, polo shirts, shirts, shorts, pants, sweaters, jackets, and vests.
• Premium Basics Line Core essential men's clothing in sustainable BCI-certified cotton, including T-shirts, polo shirts, longsleeves, jumpers, pants, and jeans with optimal fit and durable quality.
• COOL & DRY Performance Line Functional performance clothing featuring moisture-wicking and quick-drying COOL & DRY technology in a 60% cotton / 40% polyester blend that is wrinkle-resistant and breathable.
• Bayer 04 Leverkusen Collection Licensed sports apparel collection featuring Bayer 04 Leverkusen football club branding, including jog-suits, merino wool round-neck pullovers, SUPIMA cotton T-shirts, and polo shirts in official club colors.
• Value Packs (Vorteilspacks) Multi-pack bundles offering value pricing on T-shirts (round neck and V-neck) and underwear (boxershorts and slips) in premium cotton quality.
• LERROS Gift Cards (Geschenkgutscheine) Digital and physical gift vouchers available in denominations of €25, €50, €100, and €150; valid for 3 years and redeemable only in the LERROS online shop.

Quantifiable outcome

• 40+ years of market presence since 1979
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Bayer 04 LeverkusencoreGTM or Marketing Partner · 1 January 2024Official fashion partner of Bayer 04 Leverkusen football club. LERROS produces exclusive branded merchandise including jog-suits, fine-knit pullovers in merino wool, and T-shirts made with SUPIMA cotton. The partnership features the club's official colors and branding on premium quality apparel.
• DHLminorChannel Partner/ Reseller/ DistributorLogistics and shipping partner. DHL handles all deliveries from LERROS to customers in Germany and internationally.
• Trusted ShopsminorGTM or Marketing PartnerCustomer review verification service used by LERROS to validate and display customer reviews, providing trust and credibility signals on the e-commerce platform.

Scale indicators4 records

Recent moves5 records

Expansion highlights6 records

Emerging players

• CAST Iron: German DTC men's fashion brand offering everyday casualwear and basics. Comparable to LERROS as a German-origin men's casualwear DTC brand competing in the same mid-market price band with similar customer demographic.
• Petrol Industries: Dutch-origin men's fashion brand specializing in casualwear, denim, and streetwear at mid-market pricing. Comparable to LERROS in DTC men's apparel focus and Benelux/DACH market footprint, with a younger brand positioning.

Direct peers

• Seidensticker: German heritage menswear brand founded in 1919, specializing in shirts and blouses with a multi-channel distribution model across Europe. Comparable to LERROS as a German origin label with broad wardrobe assortment, mid-market positioning, and similar customer demographic.
• Tom Tailor: German mid-market casual fashion brand with men's apparel, denim, and casualwear. Comparable to LERROS in mid-market German menswear positioning, casualwear catalog, and DTC + marketplace distribution.
• ETERNA: German heritage shirt specialist with strong polo and dress shirt assortment. Highly comparable to LERROS in its German shirt heritage, mid-market positioning, and DACH-focused men's apparel catalog.
• Olymp: German premium menswear specialist focused on shirts, polo shirts, and business casualwear. Comparable to LERROS in its polo-shirt heritage and DACH-centric men's apparel focus, but positioned at a slightly higher price tier.

Broad incumbents

• Hugo Boss: Global German premium menswear leader with strong DTC and wholesale presence. Comparable to LERROS as a German origin men's fashion brand, but operating at a significantly higher price tier and global scale.
• Tommy Hilfiger: Global heritage menswear brand with denim, polo, and casualwear heritage. Comparable to LERROS in polo shirt heritage and men's casualwear focus, but at a higher price point and global brand awareness.
• s.Oliver: Major German mid-market fashion brand offering men's, women's, and children's apparel across multiple channels. Comparable to LERROS as a German mid-market fashion retailer with mass-market reach and similar price positioning for men's casualwear.
• Marc O'Polo: Premium casualwear brand headquartered in Germany/Scandinavia, with strong men's casualwear, knitwear, and outerwear categories. Comparable to LERROS in casual menswear focus but at a higher price point and broader international footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/lerros
• Instagraminstagram.com/lerros_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 Lerros