s.Oliver

What s.Oliver does

s.Oliver is a privately held German fashion retailer operating under s.Oliver Bernd Freier GmbH & Co. KG, headquartered in Rottendorf, Germany. The company sells clothing, footwear, and accessories for women, men, and children through a portfolio of owned brands including the main s.Oliver label, s.Oliver BLACK LABEL (premium), QS and QS CURVE (trend-focused contemporary), comma (women's), and size-specific lines (s.Oliver CURVE, Men Tall Sizes). The assortment extends beyond apparel into home and lifestyle via s.Oliver Living and into fragrance via s.Oliver Selection. Distribution is omnichannel: owned e-commerce at soliver.de, a mobile app, physical retail stores across Germany and Austria, with a loyalty program (s.Oliver Card) that issues points at 3 per €1 and grants VIP status at 1,800 points along with free shipping and returns.

The business model is direct-to-consumer and transactional. Revenue is generated through one-time purchases of apparel, footwear, accessories, fragrance, and home goods, supplemented by digital and physical gift cards (€10–€150 denominations). Pricing is publicly disclosed for shipping and returns (standard shipping €3.95, free above €149 for registered customers and unconditionally for VIPs; return fee €2.99, waived for VIPs from January 2026). Payment options include Klarna (pay now, later, in installments, financing), PayPal, Riverty (invoice), and major credit cards. Marketing is multi-channel: email newsletter with a 10% welcome discount, WhatsApp channel with 15% welcome voucher, the s.Oliver Magazin editorial platform, and organic social presence on Instagram, Facebook, Pinterest, and YouTube. Logistics are handled primarily via DHL with Packstation support.

The company is founder/family-controlled, with five Managing Directors (Johannes Rellecke, Patrick Rauh, Thomas Lurz, Mathias Eckert, Julian Rellecke) operating from a GmbH & Co. KG structure with a Luxembourg-registered personally liable partner. No institutional investors, funding rounds, M&A activity, or public listing are disclosed. The technology stack is standard e-commerce infrastructure with no proprietary platform, AI/ML capabilities, or developer-facing APIs disclosed. Sustainability commitments are anchored in a 2022 Fair Wear Foundation membership, which awarded s.Oliver a 'Good' rating in its first Brand Performance Check.

Name

s.Oliver

Legal name

s.Oliver Bernd Freier GmbH & Co. KG

Website

https://soliver.de

Company type

Private

Operating status

Operating

Headcount range

501–1,000 employees

Short description

s.Oliver is a privately held German fashion retailer selling apparel, footwear, accessories, home, and fragrance for women, men, and children through owned e-commerce, mobile app, and physical stores across Germany and Austria, supported by the s.Oliver Card loyalty program.

Ownership category

akta.pro rank

Product category

Apparel and Fashion Retail

NAICS

Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651)

akta.pro primary industry

Kids’ & Baby Apparel Retail (CRAAABAD)

Keywords

• Fashion apparel
• Women's clothing
• Men's clothing
• Children's clothing
• Fashion accessories

Headquarters

HQ city

Rottendorf

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Apparel and Accessories Sales: Primary revenue stream from direct sales of clothing, shoes, and accessories for women, men, and children through owned e-commerce and physical retail stores.
2. Gift Cards: Digital and physical gift cards sold in denominations from €10 to €150, valid for use in participating stores and online shops in Germany and Austria.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

s.Oliver is a German fashion brand that designs, produces, and sells everyday clothing, shoes, and accessories for women, men, and children under its core s.Oliver brand and sub-brands such as s.Oliver BLACK LABEL, s.Oliver QS, s.Oliver QS CURVE, and comma. The company distributes its products through its own e-commerce platform, mobile app, a network of 176 physical retail stores in Germany, and selected wholesale partners.

Product overview

s.Oliver is a German fashion retailer operating as a multi-brand e-commerce platform and physical store network. The core offering centers on the s.Oliver main brand providing casual everyday fashion for women, men, and children. The portfolio includes premium sub-brands BLACK LABEL (tailored and premium pieces) and QS/QS CURVE (trend-focused contemporary fashion), plus-size lines (s.Oliver CURVE, Men Tall Sizes), and the comma fashion brand. Supporting offerings include the s.Oliver Card loyalty program with Fashion Points, digital and physical gift cards, the s.Oliver Living home collection, and the s.Oliver Selection fragrance line. The company also operates an s.Oliver Magazin content platform for fashion inspiration and maintains a Responsible Fashion sustainability initiative.

Differentiator

Problem solved

Functional benefit

Brands

• s.Oliver BLACK LABEL: Premium fashion line for style-conscious women and men, featuring higher-quality materials and refined designs.
• QS
• QS CURVE

Products and services

• s.Oliver (core brand) Fashion Collection Core brand offering versatile, easy-to-combine everyday fashion for women, men, and children, including clothing, shoes, and accessories.
• s.Oliver BLACK LABEL Premium sub-brand of s.Oliver offering a more refined fashion line for fashion-conscious consumers.
• s.Oliver QS Sub-brand of s.Oliver targeting a younger demographic with contemporary fashion styles.
• s.Oliver QS CURVE Plus-size version of the s.Oliver QS sub-brand, offering contemporary fashion in larger sizes.
• comma Independent s.Oliver Group subsidiary brand offering women's fashion targeting a modern, independent, and self-confident female audience.
• s.Oliver Gift Cards Physical and digital gift cards redeemable across the s.Oliver product range at the online store and physical retail locations.
• s.Oliver Club Loyalty Program Free customer loyalty program offering member benefits such as exclusive discounts, early access to promotions, and the s.Oliver Club magazine.

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Partnerships

Two partnerships are on record, tiered core.

• Fair Wear FoundationcoreStrategic or Co-development Partner · 1 January 2022s.Oliver joined the Fair Wear Foundation in 2022, the leading European organization for improving working conditions in textile factories and supply chains. This partnership demonstrates the company's commitment to social responsibility and fair labor practices in its supply chain.
• DHLcoreTechnology or IntegrationDHL is the primary logistics and shipping partner for s.Oliver's e-commerce operations, handling standard deliveries within Germany and offering express shipping options.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Marc O'Polo: European casual lifestyle brand offering premium-casual clothing and accessories for men, women, and children. Comparable to s.Oliver's premium-casual positioning (BLACK LABEL adjacency) and lifestyle-brand extension model.
• Esprit: Heritage European casualwear brand with stores and e-commerce across Germany and Europe, serving women, men, and children. Directly comparable to s.Oliver in mid-market casual family fashion, although currently undergoing restructuring.
• H&M (Hennes & Mauritz): Swedish-headquartered global fast-fashion retailer offering affordable clothing for women, men, and children across multiple price tiers and sub-brands. Directly comparable to s.Oliver in target customer (everyday family fashion), category breadth, and multi-brand positioning.
• Zara (Inditex): Flagship brand of Inditex, vertically integrated fast-fashion retailer with physical stores and e-commerce across Europe. Comparable to s.Oliver as a multi-channel mainstream fashion brand serving women, men, and children with rapid seasonal turn.
• Gerry Weber: German mid-market women's fashion retailer with own stores, e-commerce, and multi-brand portfolio (Gerry Weber, Talkabout). Comparable to s.Oliver in DACH geography, mid-market pricing, and multi-brand strategy.
• C&A: European family fashion retailer with strong presence in Germany and the DACH region, offering affordable clothing for the whole family. Closely comparable to s.Oliver in market positioning, geography, and family-segment focus.
• Mango: Spanish-headquartered global fashion retailer with strong e-commerce and physical presence, serving women, men, and children in trend-driven mid-market fashion. Comparable to s.Oliver's QS sub-brand and core casual assortment.
• Tom Tailor: German-headquartered family fashion retailer with physical stores and online shop serving women, men, and children in casual everyday wear. Highly comparable to s.Oliver in target customer, German DACH focus, and mid-market positioning.
• Reserved (LPP): Flagship brand of Polish fashion group LPP, operating family fashion stores across Europe with an integrated online and offline model. Directly comparable to s.Oliver in family-segment, multi-brand portfolio approach, and European mid-market positioning.

Broad incumbents

• Hugo Boss: German-headquartered premium fashion house operating globally in apparel, shoes, and accessories for men and women. Comparable to s.Oliver as a large German fashion incumbent with global reach, though positioned in a distinctly higher premium tier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@sOliver
• Facebookfacebook.com/s.OliverFashion
• Instagraminstagram.com/soliver
• Pinterestde.pinterest.com/soliver
• LinkedInlinkedin.com/company/s.oliver-indonesia

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 s.Oliver