DEE

What DEE does

DEE Sport-, Team- & Firmenbekleidung GmbH is a German B2B custom textile manufacturer founded in 1976 and headquartered in Deggingen, Germany, with a team of approximately 25 employees. The company designs, customizes, and distributes individual sportswear, corporate fashion, workwear, and promotional products for corporate customers, sports clubs, and sports event organizers, primarily serving the German market. Its product portfolio is organized into five core categories — Sport, Fashion, Work, Protection, and Promotion — and further segmented into sub-brands including LAUFSPORT by DEE, RADSPORT by DEE, VERANSTALTER by DEE, GESUNDHEIT & FITNESS by DEE, and the Hurricane Line. The company's enterprise reference list spans major German corporations such as Deutsche Bahn, DHL, McDonald's, Mercedes Benz, Bosch, Allianz, MAN, and ProSiebenSat.1, alongside sports properties like Hertha BSC.

DEE's technical foundation rests on in-house customization capabilities — full sublimation printing, screen printing, flex printing, flock printing, and embroidery — combined with two proprietary fabric technologies, DEEtec and Climate Power, which provide breathability, moisture transport, and climate management in functional garments. Full sublimation printing allows photorealistic, gradient-rich, all-over designs with no printable-area restrictions. The company holds TÜV SÜD ISO 9001 and ISO 14001 certifications (since 2019), is an active amfori BSCI member, and offers Oeko-Tex Standard 100 and GOTS-certified sustainable product lines, providing enterprise and public-sector procurement credentials.

DEE operates a sales-led, quote-based go-to-market model. Customers select products on the company website (dee.de), submit inquiries via the "Request product now" interface, and receive personalized quotes and 2D/3D design drafts from the in-house sales team. Products are priced per unit with customization bundled into the price (e.g., running shirts from €11.90 to €31.90), standard shipping within Germany is €11.90 per packaging unit, and typical lead times run 4–8 weeks with express options. Distribution is direct B2B via DHL/UPS with no third-party retail or distributor channels. Long-term event partnerships — including B2Run (5,000+ corporate running teams annually), ADAC TotalEnergies 24h Nürburgring, Radklassiker Eschborn-Frankfurt, and J.P. Morgan Corporate Challenge Frankfurt — provide recurring channel demand, supplemented by a separate Werbemittel (promotional items) online shop at werbemittel.dee.de. The legal entity is a German GmbH under founder/management ownership, with no disclosed parent company, private equity backing, or external institutional investors.

Name

DEE

Legal name

DEE Sport-, Team- & Firmenbekleidung GmbH

Website

https://dee.de

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

11–50 employees

Short description

DEE is a German B2B custom textile manufacturer, founded in 1976 and based in Deggingen, that designs, customizes, and distributes individual sportswear, corporate fashion, workwear, and promotional products for corporate customers, sports clubs, and event organizers across Germany.

Ownership category

akta.pro rank

Product category

Custom Apparel Manufacturing

NAICS

Cut and Sew Apparel Manufacturing (3152), Sporting and Athletic Goods Manufacturing (339920), Printing and Related Support Activities (3231)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Sports Team & Promotional Apparel Cut & Sew (Screenprint/Embroidery-Ready) (IMAOAEAK)

akta.pro secondary industries

Custom Printing & Decoration Services (Screen Print, Embroidery, Laser) (BPAFAMAL), Sportswear Customization & Printing Retail (CRAMACAK)

Keywords

• Custom sportswear manufacturing
• Corporate apparel printing
• Team uniform customization
• Workwear and work clothing
• Promotional textile products

Headquarters

HQ city

Böhmenkirch

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom Textile Sales: DEE designs and manufactures customized sportswear, corporate fashion, workwear, and promotional items. Each product is individually customized with company logos, designs, and slogans using various printing and embroidery techniques. Revenue is generated through one-time product sales with customization included in the price.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

DEE designs and manufactures individually customized sportswear, corporate fashion, workwear, and promotional products for businesses, sports clubs, and event organizers. Each product is printed, embroidered, or sublimated with the customer's logo, design, or slogan, with finishing techniques including sublimation, screen printing, flex printing, flock printing, and embroidery on functional materials enhanced by proprietary DEEtec and Climate Power fabric technologies.

Product overview

DEE is a B2B textile company offering individual, custom-printed sportswear, corporate fashion, workwear, and promotional products. The core portfolio spans five main categories: Sport (including LAUFSPORT by DEE, VERANSTALTER by DEE, RADSPORT by DEE, and team sports), Fashion (poloshirts, shirts, hoodies, jackets, vests), Work (workwear, safety clothing), Promotion (promotional items), and GESUNDHEIT & FITNESS by DEE. DEE specializes in individual customization through various finishing techniques (sublimation printing via the Hurricane Line, screen printing, flex printing, flock printing, embroidery) and proprietary fabric technologies (DEEtec, Climate Power). Products range from off-the-shelf items with custom printing to fully custom-made and tailor-made garments.

Differentiator

Problem solved

Functional benefit

Brands

• LAUFSPORT by DEE: Running sport collection featuring functional textiles for company runners and individual athletes.
• VERANSTALTER by DEE
• RADSPORT by DEE
• GESUNDHEIT & FITNESS by DEE
• Hurricane Line
• Acton-Line
• Climate Power
• DEEtec

Products and services

• Sport (Custom Sportswear) Custom functional sportswear including team sports jersey sets, running shirts (with Hurricane Line full sublimation and Performance Line), cycling jerseys/shorts/jackets, rowing apparel, and event organizer clothing. Designed for sports clubs, company run teams, and event participants.
• Fashion (Corporate Fashion) Custom corporate fashion including polo shirts (cotton, mixed fiber, functional), t-shirts, hoodies and pullovers, softshell/fleece/winter jackets, vests, and shirts/blouses. Designed for corporate buyers seeking branded employee apparel.
• Work (Custom Workwear) High-quality custom work and protective clothing including shirts, polo shirts, jackets, vests, pullovers, pants, and accessories, with custom cuts and tailor-made garments. Designed for craftsmen, technicians, mechanics, gardeners, and other professionals.
• Promotion (Promotional Items) Branded promotional products including electronics and tech accessories, office supplies, food and drink items, advertising classics, leisure and travel items, caps and hats, bags and backpacks, towels, scarves and neckwear, and special items. Designed for companies seeking branded merchandise.
• LAUFSPORT by DEE Dedicated running sport sub-brand collection featuring running-specific functional shirts and apparel optimized for company running events and individual athletes.
• VERANSTALTER by DEE Event organizer sub-brand collection including functional shirts, cotton shirts and polos, jackets and hoodies, and accessories for sports event participants, finishers, and staff.
• RADSPORT by DEE Cycling sport sub-brand collection including jerseys, shorts, bib-shorts, jackets, vests, and cycling accessories for clubs and individual cyclists.
• GESUNDHEIT & FITNESS by DEE Health and fitness sub-brand collection featuring towels and bathrobes, swimwear, work apparel, swimming aids, and accessories for healthcare facilities, swimming pools, saunas, physio practices, and fitness studios.
• Hurricane Line (Full Sublimation Printing) Full sublimation printing product line enabling photorealistic designs, color gradients, and all-over prints on functional shirts and apparel with no restrictions on printable areas.
• Teamsport (Club/Team Apparel) Individual club and team apparel including jersey sets for players and goalkeepers, fan articles, and uniform clothing for coaches and trainers.
• Custom-Made Workwear Service Custom-made and tailor-made workwear and safety clothing with bespoke cuts, designs, and sample production based on specific customer requirements.

Quantifiable outcome

• Over 5,000 running teams outfitted annually at major German company runs
• +2 more outcomes

Named customers25 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• WILLEMS on tourcoreStrategic or Co-development Partner · 25 February 2022Partnership started February 2022. DEE supports the leisure experience provider from the Odenwald region with clothing for their events, as well as the Saskia on tour charity action.
• SPORTTOTAL (for ADAC TotalEnergies 24h Nürburgring)coreStrategic or Co-development Partner · 1 February 2022Partnership starting 2022 for the ADAC TotalEnergies 24h Nürburgring and ADAC 24h Nürburgring Qualifiers. DEE produces and supplies clothing for the organization and event team, including high-quality custom-made polo shirts, hoodies, jackets, vests, and shirts/blouses. This partnership represents DEE's strategy to establish itself as an outfitter and partner for major sports events.
• Radklassiker Eschborn-FrankfurtcoreStrategic or Co-development Partner · 1 January 2022Partnership secured in 2022 in the cycling sport area. DEE provides official merchandise including official jerseys and additional high-quality merchandising articles through a dedicated shop, in coordination with partner GFR.
• Saskia on tour (Benefit Campaign)minorStrategic or Co-development PartnerCharity partnership supporting patients with neurological diseases. The campaign raises donations for neuroneum help e.V.
• GFR (Gesellschaft für Rennstrecken- und Veranstaltungsmanagement)coreStrategic or Co-development PartnerPartner for Radklassiker Eschborn-Frankfurt cycling event, coordinating merchandise production and shop operations.
• Infront B2Run GmbHcoreStrategic or Co-development PartnerLong-term partnership for company running events (Firmenläufe) across Germany. DEE has outfitted over 5,000 running teams annually through this partnership.
• J.P. Morgan Corporate Challenge FrankfurtcoreStrategic or Co-development PartnerPartnership for the J.P. Morgan Corporate Challenge Frankfurt company running event.
• Württembergischer Leichtathletik-Verband (WLV)coreStrategic or Co-development PartnerPartnership for multiple running events including Stuttgart-Lauf, DEE-AOK Firmenlauf Stuttgart, BW-Running, and WLV Kinderleicht-Athletik events.
• Ring International Holding AGminorStrategic or Co-development PartnerCorporate customer with long-standing relationship for team shirts.
• amfori BSCIcoreStrategic or Co-development PartnerActive member of amfori Business Social Compliance Initiative, committed to observing and disseminating working principles and guidelines. Regular audits, training courses, and workshops ensure producer and supplier compliance.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Shirtinator: German custom apparel and textile printing platform offering individual and bulk customization of shirts, hoodies and sportswear with online configurator. Closely matches DEE's product set (custom sportswear, corporate fashion, promotional apparel) and target SMB/mid-market customers, with stronger self-service e-commerce tooling but less event partnership presence.
• Spread Group (Spreadshirt / Teamshirt / Easyprint): Spread Group operates Europe's largest custom apparel and merchandise platform with print-on-demand and screen-print capabilities, headquartered in Germany. Directly comparable to DEE in target market (SMB and enterprise custom apparel, sports teams, corporate wear) and customization depth, but competes via a self-service web-native motion versus DEE's quote-and-design-service model.
• print24 (by Resimdo / WERK36): Large German printing services company offering custom textile printing (screen, digital, embroidery) alongside business printing products. Overlaps directly with DEE's screen-printing and embroidery decoration services and corporate-customer base, with broader category coverage but less specialization in sportswear and event apparel.

Broad incumbents

• Custom Ink: US-based leader in custom apparel for groups, teams, businesses and events, with screen printing, embroidery and decoration services. Comparable business model to DEE (custom decoration for teams, corporate, events) at much larger scale, primarily serving North America rather than the German SMB and corporate-run market DEE targets.
• JAKO: German team sportswear brand specializing in football, handball and running kits for clubs, associations and corporate teams. Overlaps with DEE's team-sport and running-shirt custom apparel offering, but JAKO competes more as a branded catalogue teamwear player than as a custom-decorator on demand.
• Vistaprint (Cimpress): Global leader in custom promotional products and marketing materials owned by Cimpress, with a meaningful apparel and embroidery offering. Overlaps with DEE's promotion and corporate-custom apparel categories and competes for the same mid-market buyer but at vastly larger scale and broader category breadth.
• ERIMA: Established German team sportswear and corporate apparel brand offering kits, training wear and club apparel across handball, football, running and cycling. Overlaps with DEE's team-sports and corporate-fashion segments but operates as a brand-led catalogue player rather than a custom one-off decorator, making it more an adjacent incumbent than a direct competitor.
• Trigema: German-owned textile manufacturer offering own-brand apparel with customization (printing, embroidery) for corporate and team customers. Similar German Mittelstand manufacturing heritage and B2B customization offering to DEE, but larger scale, broader own-brand catalogue, and less specialization in event-driven and sublimation printing workflows.
• Engelbert Strauss: Leading European workwear and occupational apparel specialist with strong German footprint and direct-to-business sales motion. Directly relevant comparator for DEE's workwear category and corporate-wear buyer profile, though it competes more as an established branded workwear supplier than as a custom one-off decorator.

Emerging players

• Printful: Print-on-demand and custom apparel fulfillment platform serving ecommerce brands and creators with embroidery, screen printing and dye sublimation. Comparable decoration technology stack to DEE but serves primarily an SMB / creator-led demand base with shorter lead times, emerging as a potential substitute rather than direct competitor in DEE's event segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 DEE