Flomax

What Flomax does

Flomax (legal entity: FLOMAX NATURMODE GmbH) is a German sustainable fashion manufacturer founded in 1995 and headquartered in St. Johann on the Schwäbische Alb. The company designs and produces certified-organic apparel and home textiles from kbT (organic animal husbandry) wool and kbA (organic farming) cotton, holding both GOTS and IVN-BEST certifications. Its core technology is hyperlocal textile manufacturing: the entire production chain operates within a 35km radius of Gächingen, incorporating traditional Walk (felting) techniques and proprietary product lines such as LOCWOOL (South German wool) and the albmerino sub-brand (a 2009 partnership with Schäferei Stotz).

The product portfolio spans five customer categories: Damen (women's), Herren (men's), Baby, Kinder (children's), and Zuhause (home textiles including blankets and pillowcases), plus a Pflege (care) range. Pricing is unit-based, ranging from approximately €34.90 (small accessories) to €329.90 (outerwear such as the Walk Kapuzenjacke). Flomax sells exclusively direct-to-consumer through its own e-commerce platform (flomax-shop.de), Manufaktur|Läden retail showrooms at the Gächingen manufacturing site, catalog distribution on request, and EU international shipping via DHL GoGreen. Payment options are prepayment (Vorkasse), PayPal, and invoice for registered customers after three orders.

The business is founder-controlled, with no disclosed external funding. It is co-led by Managing Directors Veronika Kraiser (also the lead designer) and Volkert Kraiser. The company has 11–50 employees and has not disclosed revenue. Distribution is concentrated in Germany with limited EU reach, and the company's growth is anchored in seasonal collections (notably the 2025 Locwool launch and 2025/26 Schurwolle range) and the deepening of the albmerino regional wool ecosystem rather than scale-driven expansion.

Name

Flomax

Legal name

FLOMAX NATURMODE GmbH

Website

https://flomax-shop.de

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Flomax is a German sustainable fashion manufacturer (founded 1995) that designs and produces GOTS and IVN-BEST certified organic wool and cotton apparel, accessories, and home textiles. It sells direct-to-consumer via its own e-commerce shop, regional showrooms, and EU shipping.

Ownership category

akta.pro rank

Product category

Sustainable Apparel

NAICS

Apparel Manufacturing (315), Textile Furnishings Mills (3141)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Knit Outerwear Mills (2253), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

General Fabric & Textile Stores (CRALADAA)

akta.pro secondary industry

Outdoor & Performance Home Textiles Manufacturing (Awning/Patio Cushions/UV-Resistant Home Fabrics) (IMAOAKAJ)

Keywords

• Sustainable fashion apparel
• Organic wool clothing
• Natural textiles manufacturing
• Made in Germany clothing
• Eco-friendly knitwear

Headquarters

HQ city

Sankt Johann

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Revenue generated from direct sales of sustainable fashion products through own e-commerce platform and retail/manufacturing locations. Products include clothing (tops, pullovers, jackets, dresses, accessories) and home textiles (blankets, pillows).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

FLOMAX Naturmode GmbH designs, manufactures, and sells sustainable natural clothing and home textiles made from certified organic wool (kbT) and cotton (kbA). The company operates its own e-commerce shop (flomax-shop.de) and physical showrooms at its manufacturing site in Gächingen, offering apparel for women, men, babies, and children, plus blankets and home textiles. Production is 100% Made in Germany within a 35km radius, certified to GOTS and IVN-BEST standards.

Product overview

Flomax is a natural fashion manufacturer (Naturmode Manufaktur) operating as an e-commerce platform selling sustainable clothing and home textiles. The company produces two main sub-brands: Flomax (the primary brand featuring GOTS and IVN-Best certified natural clothing made in Germany) and albmerino (a 2009 project in partnership with Schäferei Stotz from the Schwäbische Alb Biosphere Region). The product portfolio includes clothing for women (Damen), men (Herren), babies (Baby), and children (Kinder), as well as home textiles (Zuhause) and care products (Pflege). Key materials include Schurwolle (virgin wool from controlled organic animal husbandry), Baumwolle (cotton from controlled organic farming), and Walk (felted wool). The Locwool line specifically features wool from Southern Germany. The production process takes place within a 35 km radius of Gächingen on the Schwäbische Alb, ensuring 100% Made in Germany manufacturing. The company was founded in 1995 and emphasizes fair trade, environmental responsibility, and regional production.

Differentiator

Problem solved

Functional benefit

Brands

• albmerino: A sustainable wool project launched in 2009 in cooperation with Schäferei Stotz from Münsingen. Produces wool collections from the Biosphärengebiet Schwäbische Alb with landscape-typical motifs, aiming to revitalize traditional wool processing knowledge in the region.

Products and services

• Flomax Naturmode Online Shop Direct-to-consumer e-commerce platform selling certified-organic natural fashion and home textiles to individual consumers across Germany and the EU.
• Flomax Brand — Natural Clothing Line Core Flomax brand of GOTS- and IVN-BEST-certified natural clothing for women, men, babies, and children, plus home textiles, manufactured in Germany from organic virgin wool (Schurwolle kbT) and organic cotton (Baumwolle kbA).
• albmerino Brand Sub-brand of sustainable wool collections produced from five melange colors with landscape-typical motifs, using wool and production that originate from the Biosphärengebiet (Biosphere Region) Schwäbische Alb, in partnership with Schäferei Stotz.
• LOCWOOL Collection Proprietary product line featuring Süddeutsche Wolle (Southern German wool) processed entirely within a 35-kilometer radius of Gächingen, including fine felted wool vests, sweaters, Aran-style vests, hooded jackets, scarves, and ribbed skirts for women, men, and home.
• Women's (Damen) Collection Women's natural fashion collection including Baumwolle (cotton), Schurwolle (virgin wool), and Walk (felted wool) categories covering tops, pullovers, jackets, dresses, skirts, pants, leggings, scarves, and accessories.
• Men's (Herren) Collection Men's natural fashion collection in Schurwolle (virgin wool) and Walk (felted wool) categories, including pullovers, vests, jackets, and accessories.
• Baby Collection Organic baby clothing made from Schurwolle (virgin wool) and Baumwolle (cotton) for parents seeking skin-friendly, certified-organic apparel for infants.
• Children's (Kinder) Collection Organic children's clothing made from Schurwolle (virgin wool) and Baumwolle (cotton).
• Home (Zuhause) Collection Organic home textiles including Decken (blankets), Babydecken (baby blankets), Kissenbezüge (pillowcases), and other household textile items.
• Care (Pflege) Products Care products for wool and natural textile maintenance sold alongside Flomax apparel.
• Manufaktur|Läden (Manufacturing Showroom Stores) Physical retail/showroom locations at the company's manufacturing site in Gächingen, offering in-person shopping experience for the full Flomax product range.

Quantifiable outcome

• 100% Made in Germany production within 35km radius

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

One partnership is on record.

• Schäferei Stotz (Stotz Farm)coreStrategic or Co-development PartnerThe albmerino project was born in 2009 in cooperation with Schäferei Stotz from Münsingen. Multiple collections have been created from five melange color tones featuring landscape-typical motifs. The vision is to revive and bundle wool processing knowledge in the Biosphärengebiet Schwäbische Alb.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Lanius: German sustainable fashion brand producing GOTS-certified women's and outerwear collections with focus on organic materials and European production. Comparable to Flomax on certification, premium women's apparel focus, and Made-in-Europe manufacturing.
• Hessnatur: One of the pioneers of natural textiles in Germany, offering organic cotton and wool apparel and home textiles DTC. Highly comparable to Flomax on certified-natural positioning, broad apparel-plus-home catalog, and German DTC distribution model.
• Armedangels: Cologne-based sustainable fashion brand selling GOTS-certified organic clothing DTC and via wholesale. Closely comparable to Flomax in target customer (eco-conscious European consumers), product mix (organic cotton/wool apparel), and GOTS certification-led positioning.
• Knowledge Cotton Apparel: Danish sustainable apparel brand offering GOTS-certified organic cotton and wool basics for men and women. Comparable to Flomax on certified-organic basics, DTC/wholesale mix, and European sustainable fashion positioning.
• Living Crafts: German organic cotton and wool apparel manufacturer selling through DTC and wholesale channels. Comparable to Flomax on kbA/kbT organic materials, family-owned manufacturing structure, and broad clothing assortment.

Broad incumbents

• Eileen Fisher: US-based sustainable women's apparel brand with strong organic/natural fiber positioning and a Renew take-back/resale program. Comparable to Flomax on natural-fiber women's apparel focus, though at much larger scale and primarily US distribution.
• Patagonia: Global outdoor and lifestyle apparel company with deep sustainability and supply-chain transparency credentials. Comparable to Flomax on Walk/felted wool outerwear product type and sustainability narrative, but vastly larger scale and broader product portfolio.

Regional players

• People Tree: UK-based pioneer of fair-trade and organic fashion with GOTS-certified apparel. Comparable to Flomax on ethical/sustainable certification positioning, though focused on a UK/international rather than German DACH market.

Emerging players

• Mamalila: German brand specializing in organic and sustainable maternity, baby, and children's wear. Comparable to Flomax on its baby/kids sustainable organic apparel category and German DTC operations, though narrower in overall assortment.
• Recovo: European circular fashion marketplace for deadstock fabrics and apparel. Adjacent peer reflecting a competing sustainable-textile thesis (reuse vs. new organic production) that could divert sustainability-conscious spend away from Flomax.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/flomaxnaturmode
• Instagraminstagram.com/flomax_naturmode

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Flomax