Crickit
Crickit is a privately held Hamburg-based German e-commerce retailer of women's comfort footwear, bags, and accessories, serving consumers and B2B buyers in Germany, Austria, Netherlands, and Belgium through its own online storefront, physical showroom, and wholesale portal.
- Company typePrivate
- Founded-
- HeadquartersHamburg, Germany
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Crickit does
Crickit is a privately held German direct-to-consumer retailer of women's footwear, bags, accessories, and apparel, operated under HBH HAMBURG BRAND HOUSE GmbH & Co. KG and headquartered at Palmaille 55 in Hamburg. Founded more than ten years ago by three friends (now two couples), the company targets women aged 25-55 who seek fashionable comfort footwear, with a specific focus on wearers with foot-health concerns such as Hallux valgus. The product portfolio spans Chelsea boots (the signature line with trademarked heel seam and individually printed elastic side panels), sneakers, loafers, ankle boots, full-length boots, ballerinas, sandals, and house shoes, alongside handbags, small leather accessories, shirts, hats, scarves, socks, and shoe-care products. Sub-brands FREUDE by CRICKIT and EASY-IN provide differentiated positioning within the same storefront.
The company's product technology centers on custom-developed shoe lasts engineered for broader Northern European foot volumes, removable insole systems compatible with orthotics, seamless forefoot linings, and stretch zones in the upper ball area to relieve pressure. Leather is sourced from Leather Working Group (LWG) certified Italian tanneries and tanned using plant-based, chrome-free methods involving probiotics and bark tannins. These comfort and material features are paired with a distinctive trademark heel seam inspired by cricket-ball construction, which the company positions as brand identity.
Commercially, Crickit generates revenue through one-time retail transactions priced roughly at €79.95-€199.95 for shoes and lower tiers for accessories and apparel, with occasional promotional campaigns (free beach bag with purchase, 5% newsletter discount) and gift card sales. Distribution is primarily through the owned crickit.de storefront, supplemented by a single Hamburg Hanseviertel physical showroom and a dedicated B2B portal (b2b.crickit.de) for wholesale and corporate gifting. Shipping is operational to Germany, Austria, Netherlands, and Belgium. Marketing is executed via organic social channels (Facebook, Instagram, Pinterest), email automation through Klaviyo, paid acquisition via Meta Pixel and Google Ads, and content marketing around design philosophy and foot-health education. The company has no disclosed external funding and operates with a team of 11-50 employees.
Crickit firmographics
Firmographics- Name
- Crickit
- Legal name
- HBH HAMBURG BRAND HOUSE GmbH & Co. KG
- Website
- https://crickit.de
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Crickit is a privately held Hamburg-based German e-commerce retailer of women's comfort footwear, bags, and accessories, serving consumers and B2B buyers in Germany, Austria, Netherlands, and Belgium through its own online storefront, physical showroom, and wholesale portal.
- Ownership category
- akta.pro rank
Crickit industry classification
Industry- Product category
- Women's Footwear & Accessories
- NAICS
- Shoe Retailers (45821)
- SIC
- Retail-Shoe Stores (5661)
- akta.pro primary industry
- Comfort, Orthopedic & Medical Footwear Retail (CRAAADAG)
- akta.pro secondary industries
- Casual & Lifestyle Footwear (CRAAACAB), Footwear Accessories & Care Retail (Insoles, Laces, Shoe Care) (CRAAADAL)
Keywords
Where Crickit is headquartered
LocationHeadquarters
- HQ city
- Hamburg
- HQ country
- Germany
- HQ region
- Europe
Offices2 records
Markets served
Crickit business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Direct E-commerce Sales: Retail sales of women's footwear, bags, accessories, and clothing through the company's online shop crickit.de and physical retail store.
- Gift Cards/Vouchers: Sale of gift vouchers for the online store.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for footwear, accessories, and apparel |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Crickit product offering
Product offeringCore offering
Crickit designs and sells women's leather footwear (Chelsea boots, sneakers, loafers, ankle boots, full boots, ballerinas, sandals, house shoes) along with handbags, accessories, apparel (shirts, hats, scarves, socks), and shoe care products under the CRICKIT brand. The company sells through its own e-commerce shop crickit.de, a physical retail store in Hamburg, and a dedicated B2B portal at b2b.crickit.de. Its footwear is built on custom-developed lasts for Northern European feet and incorporates proprietary comfort features such as removable insoles, seamless lining, and stretch zones.
Product overview
CRICKIT is a German online shoe retailer specializing in women's footwear with an integrated fashion accessories and apparel line. The core product portfolio centers on leather shoes including Chelsea Boots (the iconic signature product with custom-printed elastic panels and trademark heel seam), Sneakers, Loafers, Ankle Boots, Boots, Ballerinas, and Sandals. The accessory range includes Handbags (ENNA, OLA, SUSE, LENNIE lines), leather Accessories (INOA keychains, SURI cowhide pieces), and Apparel (TIVOLI/NICE/PAM tops and sweatshirts, SOE hats, SUNNY/ORA/PAMY socks). Sub-brands FREUDE by CRICKIT and EASY-IN offer differentiated styling. The product offering also includes Schuhpflege (shoe care) products such as SNEAKER Pflege Set, SOLITAIRE care creams, and SHOE Fresh deodorant. CRICKIT positions itself on the intersection of cool design, foot health (with removable insoles, Memory Foam, and Hallux-valgus-friendly features), and sustainability (vegetable-tanned leather from Italian tanneries certified by the Leather Working Group).
Differentiator
Problem solved
Functional benefit
Brands
- FREUDE by CRICKIT: Sub-brand featured on the website.
- EASY-IN
Products and services
- Chelsea Boots
Quantifiable outcome
- Shoes designed for broader Northern European feet (sizes 36-43)
- +1 more outcomes
Companies that use Crickit
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Crickit technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
Feature6 records
Crickit partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Leather Working Group Certified TanneriescoreItalian tanneries certified by Leather Working Group (LWG) providing high-quality, plant-based vegetable-tanned leather with minimal environmental impact using probiotics and bark tannins.
- European Last MakerscoreOne of the best European last makers in Italy combining 60 years of craftsmanship experience with CRICKIT's knowledge of customer foot requirements.
- Partner FactoriescoreManufacturing partners where shoe models are created through first patterns, lasts, and samples, refined until perfect.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Crickit competitors and assessment
Company assessmentBroad incumbents
- ECCO: Global footwear brand with comfort-led women's lines. Comparable on direct-to-consumer reach, leather quality positioning, and last engineering.
- Tamaris: Mass-market women's fashion footwear brand with broad European distribution. Competes with CRICKIT for fashion-conscious female shoppers at lower price points.
Direct peers
- Rieker: Large European comfort footwear brand with strong DACH presence. Overlaps with CRICKIT on women's casual/comfort shoes and accessories at similar price points.
- Gabor Shoes: German women's comfort footwear brand with similar mid-premium price positioning and a broad Chelsea boot / loafer assortment that overlaps CRICKIT's core catalog.
- Birkenstock: Global leader in comfort and orthopedic footwear with strong Northern European distribution. Competes directly with CRICKIT for women seeking stylish, foot-health-friendly shoes.
- Caprice Shoes: German women's footwear brand emphasizing comfort technology (memo footbed, air systems). Direct competitor in the DACH women's comfort category.
- Ara Shoes: German comfort footwear specialist targeting women with foot-health needs. Directly comparable on Hallux valgus-friendly construction and Northern European fit.
- Josef Seibel: European comfort footwear brand combining casual styling with foot-health features. Comparable on price band, target customer, and product breadth.
- Finn Comfort: Premium orthopedic comfort footwear brand with removable insole systems. Closest peer on technical foot-health positioning and handcrafted production.
Emerging players
- Vagabond: Scandinavian design-led women's footwear brand. Comparable on Northern European design aesthetic, premium leather positioning, and DTC-led growth.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Crickit social profiles
Digital presenceCrickit compliance and trust
Trust signalCompliance1 record
Crickit financial estimates
Financial estimateRevenue estimate
Valuation estimate
Crickit leadership team
Management profileNumber of profiles
Profiles2 records
Crickit funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Crickit 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 Crickit
What does Crickit do?
Crickit designs and sells women's leather footwear (Chelsea boots, sneakers, loafers, ankle boots, full boots, ballerinas, sandals, house shoes) along with handbags, accessories, apparel (shirts, hats, scarves, socks), and shoe care products under the CRICKIT brand. The company sells through its own e-commerce shop crickit.de, a physical retail store in Hamburg, and a dedicated B2B portal at b2b.crickit.de. Its footwear is built on custom-developed lasts for Northern European feet and incorporates proprietary comfort features such as removable insoles, seamless lining, and stretch zones.
Is Crickit a public or private company?
Crickit is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Crickit founded?
Crickit was founded in -1. It employs 11 to 50 people.
Where is Crickit based?
Crickit is headquartered in Hamburg, Germany, in the Europe region.
How does Crickit make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are gift Cards/Vouchers.
Who are Crickit's main competitors?
Broad incumbents on record are ECCO and Tamaris. Direct peers are Rieker, Gabor Shoes, Birkenstock, Caprice Shoes, Ara Shoes, Josef Seibel and Finn Comfort. Vagabond is listed as an emerging player.
Does Crickit have an API?
No public API is recorded for Crickit.
What industry is Crickit in?
Crickit's product category is Women's Footwear & Accessories. Its primary akta.pro industry code is CRAAADAG, Comfort, Orthopedic & Medical Footwear Retail, with a secondary code of CRAAACAB, Casual & Lifestyle Footwear. Its NAICS code is 45821 and its SIC code is 5661.