sloggi

What sloggi does

sloggi is a private intimate apparel and innerwear brand founded in 1979, specializing in comfort-focused underwear, bras, and loungewear for women and men. The brand operates as a sub-brand of the Triumph International conglomerate, with its primary sales and data-controlling entity being Triumph Global Sales AG (Bad Zurzach, Switzerland) and marketing operations run through Inter-Triumph Marketing GmbH (Munich, Germany). sloggi's product portfolio is organized into named series (ZERO Feel, FREE Evolve, GO Sense, SLG) and gender-segmented categories covering bras, panties, bodywear, men's underwear, and tops, with multi-pack value bundles as a key purchase format.

The company's underlying technology is rooted in cotton innovation and textile processing rather than digital systems: sloggi built its original 1979 proposition around a cotton innovation technology enabling stretch, support, and fit, and has continued to evolve product lines around comfort and feel. Sustainability credentials have become an increasingly central technical and commercial pillar — GOTS and GRS certifications were obtained in Europe in the first half of 2022, and the brand has committed to making more than 60% of collections from lower environmental impact materials, alongside FSC/PEFC certified paper and recycled LDPE polybag packaging, and Amfori BSCI supply chain compliance.

sloggi makes money through a hybrid direct-to-consumer and wholesale model. DTC revenue comes from its own e-commerce platforms (regional sloggi.com storefronts) and company-operated retail stores in 8+ countries. Wholesale revenue is generated through 150+ retail partners globally. Pricing is unit-based with multi-pack value bundles (e.g., 3-pack and 4-pack options), and the brand serves a horizontal consumer base across Europe, Asia, the United States and Canada. Customer acquisition is driven by a multi-channel digital marketing stack spanning Google Ads, Bing Ads, Facebook/Instagram, YouTube, Criteo retargeting, and email, supporting acquisition across both the men's and women's comfort innerwear segments.

Name

sloggi

Legal name

Inter-Triumph Marketing GmbH

Website

https://sloggi.com

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

51–100 employees

Short description

sloggi is a private intimate apparel brand founded in 1979, owned by Triumph International, that designs and sells comfort-focused underwear, bras, and loungewear for women and men across 8+ countries and 150+ retail partners worldwide.

Ownership category

akta.pro rank

Product category

Intimate Apparel

NAICS

Clothing and Clothing Accessories Retailers (4581), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Women's, Misses', Children's & Infants' Undergarments (2340), Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621), Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320)

akta.pro primary industry

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

akta.pro secondary industries

Intimates, Lingerie & Sleepwear Retail (CRAAABAF), Intimates, Hosiery & Sleepwear Wholesale (CRAOADAG), Panties & Briefs (CRAAAIAB)

Keywords

• Intimate apparel
• Underwear brand
• Comfort innerwear
• Sustainable loungewear
• Women's bodywear

Headquarters

HQ city

Zurzach

HQ country

Switzerland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales: Direct-to-consumer sales of underwear, lingerie, and loungewear through owned e-commerce platforms and retail stores. Revenue generated through product transactions with multi-pack options available.
2. Retail Distribution: Wholesale supply to 150+ retail partners globally, distributing sloggi products through third-party retail channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

sloggi designs, manufactures, and sells comfort-focused underwear, lingerie, and loungewear for women and men. Its product portfolio spans bras, panties, briefs, boxers, t-shirts, vests, and bodywear, organized into named series such as ZERO Feel, FREE Evolve, GO Sense, and SLG. Products are distributed through company-owned e-commerce sites, company-operated retail stores in 8+ countries, and 150+ wholesale retail partners worldwide.

Product overview

sloggi is a comfort-focused underwear and innerwear brand that has operated since 1979, offering a comprehensive product portfolio organized into distinct series (ZERO Feel, FREE Evolve, GO Sense, SLG) and gender-specific categories. For women, the brand offers bras (underwired, wireless, padded, push-up, bralette), underwear (hipsters, maxi/midi, thongs), and bodywear (tops, body, shorts). For men, the portfolio includes underwear (briefs, shorts, boxers) and tops (t-shirts, vests). sloggi distributes through its own retail stores across 8+ countries and 150+ retail partners worldwide, serving customers in Europe, Asia, United States, and Canada.

Differentiator

Problem solved

Functional benefit

Brands

• ZERO Feel: Product series featuring zero feel/comfort technology
• GO Sense
• FREE Evolve
• SLG

Products and services

• ZERO Feel A series of seamless comfort-focused innerwear products with second-skin feel technology for women and men.
• FREE Evolve A stretchable, flexible innerwear series designed to move with the body and provide unrestricted comfort.
• GO Sense An innerwear series focused on everyday comfort and natural feel for active lifestyles.
• SLG A series offering everyday comfort essentials with a focus on simplicity and value.
• Women's Bras Women's bras including underwired, wireless, padded, push-up, bra-top, and bralette styles.
• Women's Underwear Women's underwear including hipsters, maxi/midi, thongs/tanga/brazilian styles, and multipacks.
• Women's Bodywear Women's bodywear including tops, body suits, and shorts for loungewear.
• Men's Underwear Men's underwear including briefs, shorts, boxers, and multipacks.
• Men's T-Shirts and Vests Men's tops including t-shirts, vests, and accessories in various multipacks.

Quantifiable outcome

• Over 60% of collections targeted to use lower environmental impact materials

Named customers1 record

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature1 record

Partnerships

Eight partnerships are on record, tiered core and minor.

• Amfori Business Social Compliance Initiative (BSCI)coreStrategic or Co-development Partner · 1 January 2022sloggi is a member of Amfori BSCI and follows its Code of Conduct for social compliance. The company ensures its entire supply chain adheres to BSCI standards, providing fair pay, decent working hours, and worker protections. This partnership supports sloggi's sustainability-people pillar and labor rights commitments.
• Google LLC (YouTube, Google Maps, Google Analytics, Google AdWords)coreTechnology or IntegrationMulti-service partnership including YouTube video embedding for brand content, Google Maps for store locator, Google Analytics for web analytics with anonymized IP tracking, and Google AdWords for paid advertising and remarketing campaigns.
• PayPal (Europe) S.a.r.l. et Cie, S.C.A.coreChannel Partner/ Reseller/ DistributorPayPal payment processing integration for online transactions including credit card, direct debit, purchase on account, and installment payment options. Includes credit check services for certain payment methods.
• Microsoft Corporation (Bing Ads)minorGTM or Marketing PartnerBing Ads conversion tracking technology for paid advertising campaigns across Microsoft search network.
• Criteo SAminorGTM or Marketing PartnerRetargeting technology for personalized advertising based on browsing behavior analysis using cookie data.
• Facebook Inc. (Facebook Pixel)minorGTM or Marketing PartnerFacebook pixel tracking for custom audience targeting and advertising effectiveness measurement on Facebook platform.
• Wirecard UK & Ireland Ltd (Checkout Portal)minorChannel Partner/ Reseller/ DistributorAlternative payment processing through Wirecard checkout portal for payment methods including IBAN and BIC.
• AWIN AG (Performance Advertising Network)minorGTM or Marketing PartnerAffiliate marketing network for performance-based advertising tracking sales and leads through publisher partnerships.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cosabella: Cosabella is an Italian-heritage intimates and loungewear brand focused on lace, seamless, and comfort collections distributed through specialty retail and DTC — closely comparable to sloggi's bodywear and bra lines and European specialty positioning.
• MeUndies: MeUndies is a DTC underwear and loungewear subscription brand emphasizing softness, sustainability, and comfort tech — overlapping directly with sloggi's multipack value bundles, bodywear, and sustainability-led positioning.
• Wolford: Wolford is a European premium hosiery and bodywear brand selling tights, bodies, and seamless innerwear through own-retail and wholesale — overlapping with sloggi's bodywear and intimate apparel ranges and operating similar European DTC + wholesale distribution.
• ThirdLove: ThirdLove is a DTC intimates brand focused on bras, bralettes, and underwear with fit innovation and half-size offerings — overlapping with sloggi's women's bra and panty portfolio and targeting the same comfort-driven consumer.
• Tommy John: Tommy John is a US DTC-native underwear and loungewear brand built around comfort, seamless construction, and innovation claims — directly comparable to sloggi's ZERO Feel platform and targeting the same premium-comfort consumer.
• Hanro: Hanro is a premium Swiss-heritage intimates and loungewear brand specializing in cotton basics, seamless construction, and everyday comfort — essentially a sister positioning to sloggi's ZERO Feel and GO Sense lines, targeting the same comfort-focused consumer.

Regional players

• Bonds (Pacific Brands / Hanesbrands): Bonds is an Australian everyday underwear, socks, and loungewear brand with strong heritage — highly comparable to sloggi on everyday-comfort positioning but operating primarily in Australia/NZ rather than directly competing in sloggi's European/US footprint.

Broad incumbents

• Calvin Klein Underwear (PVH): Calvin Klein's underwear and innerwear division competes directly with sloggi across men's briefs, women's bralettes, and loungewear, leveraging a much larger brand and global retail footprint; highly comparable on product categories and price-tier positioning.
• Hanesbrands: Hanesbrands is one of the world's largest innerwear and basics manufacturers (Hanes, Champion, Bonds) competing on price and shelf presence in the same everyday underwear category sloggi serves, but at mass-market price points.
• Victoria's Secret & Co. Victoria's Secret operates a global intimates and loungewear business across bras, panties, and sleepwear through DTC and physical retail — comparable assortment to sloggi though skewed toward sexier/fashion positioning rather than comfort basics.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/sloggi
• Facebookfacebook.com/sloggi
• LinkedInlinkedin.com/company/sloggi

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 sloggi