Shirtschleuder

What Shirtschleuder does

Shirtschleuder is a German e-commerce and textile-decoration business headquartered in Ilmenau, Thuringia, operating as a sole proprietorship (Inhaber Lars Börner). The company designs, prints, and sells customized textiles — primarily T-shirts, polos, and sweatshirts from the Stanley/Stella sustainable collection — alongside a broad catalogue of other premium brands (Hakro, Malfini, Mascot, Blåkläder, Payper, FHB, Olymp, Daiber, Karlowsky). Customers across six verticals (medical, crafts/industry, clubs/leisure, food/gastronomy, business, passenger transport) configure products through a browser-based online designer that supports multi-format artwork upload, text and team-name automation, and direct import from Instagram and Facebook.

The underlying technology is an integrated e-commerce platform with an in-house online designer tool wired into a multi-method decoration operation: screen printing, digital direct (DTG) printing, DTF transfer printing (added in 2021, supporting print-on-demand from one item), flex/flock, sublimation, screen transfer, direct embroidery, and patches — all run from the Ilmenau facility. Payment is handled via PayPal, credit card, and invoice (10-day terms); shipping is handled by DPD (domestic and EU) and DHL. The Stanley/Stella line is sold exclusively inclusive of decoration, and products are individually produced after order placement rather than held as finished stock.

The business model is one-time/per-item transactional revenue with no subscription or recurring component. The go-to-market is product-led growth: self-serve e-commerce is the primary acquisition and conversion surface, supplemented by organic SEO, official brand-dealer referral traffic, and organic social on Facebook, Instagram, and LinkedIn. B2B is served through Corporate Stores (dedicated ordering portals for business clients) and the WERKLOOP 360° Workwear Management brand, while a separate B2B transfer-production storefront at DTF.center serves other processors and resellers. No external funding has been raised; the company operates on a bootstrapped basis with 11–50 employees and serves Germany as its primary market with measured EU extension.

Name

Shirtschleuder

Legal name

Shirtschleuder – Inhaber Lars Börner

Website

https://shirtschleuder.de

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Shirtschleuder is a German e-commerce company that designs, prints, and sells customized textiles (T-shirts, polos, sweatshirts) for businesses, sports clubs, and individuals. It offers a self-serve online designer tool, multiple in-house decoration methods, and B2B corporate workwear management via its WERKLOOP brand.

Ownership category

akta.pro rank

Product category

Custom Textile Printing Services

NAICS

Apparel Manufacturing (315)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Sportswear Customization & Printing Retail (CRAMACAK)

akta.pro secondary industry

Tops & Shirts Cut & Sew (T-Shirts/Shirts/Blouses) (IMAOAEAE)

Keywords

• Custom textile printing
• Corporate workwear
• Branded uniforms
• Club apparel decoration
• Workwear management services

Headquarters

HQ city

Ilmenau

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Customized Textile Sales: Direct-to-consumer and B2B e-commerce sale of customized textiles. Products are individually decorated (printed or embroidered) after customer order placement. Stanley/Stella products are sold exclusively with decoration included. Revenue is generated per transaction with no recurring subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Shirtschleuder designs, prints, and sells customized textiles (T-shirts, polos, sweatshirts) sourced from premium apparel brands, primarily Stanley/Stella, with the option to apply in-house decoration methods including screen printing, digital direct printing, DTF transfer, flex/flock, sublimation, screen transfer printing, and direct embroidery. Customers self-serve their orders through an integrated browser-based online designer tool that supports text, graphics, team names, and multi-format file uploads, with affiliated B2B services (Corporate Stores, WERKLOOP 360° Workwear Management) extending into full-service corporate clothing programs.

Product overview

Shirtschleuder is a German corporate clothing provider specializing in customizable textiles for businesses, clubs, and organizations. The core offering centers on blank garments from the Stanley/Stella sustainable collection (including T-shirts, polos, and sweatshirts in men's, women's, children's, and baby sizes) that customers can personalize using an integrated online designer tool. Customization services include multiple textile printing methods (screen printing, DTG, DTF transfer, flex/flock, sublimation, screen transfer), embroidery (direct embroidery and patches), and laser engraving. The company also offers Corporate Stores for business customers and 360° Workwear Management through the WERKLOOP brand. Products serve diverse sectors including medical, crafts/industry, clubs/sports, food/gastronomy, business, and passenger transport.

Differentiator

Problem solved

Functional benefit

Brands

• WERKLOOP: 360° Workwear Management service offering comprehensive workwear solutions

Products and services

• T-Shirts (Stanley/Stella Collection) Customizable T-shirts from the Stanley/Stella sustainable collection, including models for men, women, and children such as Hypster, Creator 2.0, Stella Muser, and Baby Creator, available with textile printing or embroidery customization. Stanley/Stella products are sold exclusively with decoration included.
• Polos (Stanley/Stella Collection) Customizable polo shirts from Stanley/Stella including Prepster 2.0, Stanley Coaster, Stella Coaster, and children's sizes, customizable via embroidery or textile printing for corporate wear, club uniforms, and team apparel.
• Sweatshirts (Stanley/Stella Collection) Customizable sweatshirts including hoodies, zip-throughs, and pullovers from Stanley/Stella (Cruiser 2.0, Changer 2.0, Cultivator 2.0, and children's/baby versions), available with textile printing or embroidery for organizations, teams, and events.
• Corporate Stores Corporate store solution for managing company and workwear orders, providing dedicated ordering portals for business customers across multiple verticals.
• 360° Workwear Management (WERKLOOP) Comprehensive workwear management service offered through the affiliated WERKLOOP brand, providing full-service B2B solutions for corporate clothing needs including corporate store setups, procurement management, and ongoing supply for business clients.

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

14 partnerships are on record, tiered core and minor.

• Stanley/StellacoreChannel Partner/ Reseller/ DistributorShirtschleuder is listed as an official dealer of Stanley/Stella products. Stanley/Stella products on the Shirtschleuder website are only available for purchase inclusive of decoration (print or embroidery). Stanley/Stella is a premium sustainable textile brand.
• HakrocoreChannel Partner/ Reseller/ DistributorOfficial dealer for Hakro brand, a German workwear and corporate fashion manufacturer.
• MalfiniminorChannel Partner/ Reseller/ DistributorOfficial dealer for Malfini brand, a Czech textile manufacturer offering affordable branded clothing.
• MascotcoreChannel Partner/ Reseller/ DistributorOfficial dealer for Mascot, a Danish workwear brand focused on industrial and craft professionals.
• BlåklädercoreChannel Partner/ Reseller/ DistributorOfficial dealer for Blåkläder, a Swedish workwear brand known for work clothes and protective gear.
• PayperminorChannel Partner/ Reseller/ DistributorOfficial dealer for Payper, an Italian workwear brand offering professional and work clothing.
• FHBminorChannel Partner/ Reseller/ DistributorOfficial dealer for FHB (Friedrich Schweitzer GmbH & Co. KG), a German manufacturer of workwear and craftsman clothing.
• OlympminorChannel Partner/ Reseller/ DistributorOfficial dealer for Olymp, a German premium business fashion brand.
• DaiberminorChannel Partner/ Reseller/ DistributorOfficial dealer for Daiber, a German brand offering workwear and promotional textiles.
• KarlowskyminorChannel Partner/ Reseller/ DistributorOfficial dealer for Karlowsky, a German fashion brand specializing in business and work clothing.
• WERKLOOPcoreStrategic or Co-development PartnerWERKLOOP is an affiliated brand offering '360° Workwear Management' — a comprehensive B2B workwear management service. The Shirtschleuder website references WERKLOOP as an extended service offering for corporate clients requiring full-service workwear programs.
• DTF.centerminorStrategic or Co-development PartnerShirtschleuder operates its own DTF (Direct to Film) transfer printing shop accessible at DTF.center, targeting further processors and resellers. This is an owned subsidiary service line.
• DPDminorOthersPrimary shipping carrier for domestic German deliveries (DPD Deutschland) and international EU deliveries (DPD International). Standard shipping cost within Germany is €6.72 incl. VAT.
• DHLminorOthersDHL shipping is available as an alternative carrier, particularly for certain delivery destinations and package sizes.

Recent moves6 records

Expansion highlights5 records

Direct peers

• Shirtinator: German online custom apparel and textile printing retailer offering T-shirts, polos, and sweatshirts with multiple decoration options. Closely comparable business model and customer base to Shirtschleuder.
• Wunderlabel: German-based custom labels, patches, and small-format textile accessories retailer with a self-serve e-commerce platform. Comparable as a custom-textile self-serve D2C business targeting small-business and individual buyers.
• Shirtracer: German custom T-shirt and textile printing platform with self-serve design tooling. Competes directly with Shirtschleuder in the clubs, events, and SME segments in Germany.
• Spreadshirt: German-headquartered custom apparel and print-on-demand platform operating across Europe. Directly comparable to Shirtschleuder as a self-serve customization retailer serving clubs, businesses, and individuals with multiple decoration methods.
• Textildruck.de / T-Shirt-Shop: German custom apparel and textile printing retailer offering screen printing, embroidery, and digital decoration on blank apparel. Direct competitor in the same German SME/club customization market.

Broad incumbents

• Printful: Global print-on-demand and custom apparel platform serving creators and small businesses. Comparable in business model (POD + decoration + D2C), but operates at substantially larger scale and with broader geographic reach than Shirtschleuder.
• Flyeralarm: Large German printing and online marketing products company offering custom apparel, printing, and promotional products. Adjacent competitor with broader printing capabilities but overlapping custom-textile and B2B workwear segments.
• Cimpress / Vistaprint: Global mass-customization platform with broad custom apparel and printed products offerings through Vistaprint and related brands. Overlaps with Shirtschleuder's corporate-store and B2B customization value proposition, though much larger and broader in scope.

Regional players

• Redbubble: Global print-on-demand marketplace for custom apparel and accessories. Comparable POD business model, though primarily serving international creators and consumers rather than the German SME/club/workwear base that anchors Shirtschleuder.

Others

• Karlowsky Workwear: German manufacturer of workwear and corporate apparel. Shirtschleuder is an official dealer of Karlowsky products, so Karlowsky functions as both supplier and adjacent industry peer in the German corporate-clothing value chain.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/shirtschleuder
• LinkedInlinkedin.com/company/shirtschleuder
• Instagraminstagram.com/shirtschleuder

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Shirtschleuder