What Fashy does

Fashy GmbH Produktion und Vertrieb is a family-owned German manufacturer founded in 1948 and headquartered in Korntal-Münchingen, Baden-Württemberg. The company operates two business pillars. The first is a thermal wellness product line built around proprietary thermoplastic hot water bottles (Wärmflaschen) and heat/cold packs (Wärmekissen) filled with natural and synthetic materials including rapeseed, cherry stones, grape seeds, moor gel, silica gel, and gel beads, offered in standard, mini/pocket warmer, premium Smart Bottle variants, and licensed children's plush designs (Shaun the Sheep, Grizzy & The Lemmings). The second is a swimwear and water sports line, which since 2021 has been anchored by the Aquafeel sub-brand serving competitive swimmers (Pro Racing, World-Aquatics certified), active training athletes, beach/leisure users, and start-to-swim children, and which will be consolidated under the Aquafeel brand alone starting summer 2027.

Fashy sells primarily through direct-to-consumer e-commerce on shop.fashy.de and shop.aquafeel.de, complemented by a DACH-region dealer network accessed via a Händlersuche (dealer locator) tool, and a separate B2B portal and corporate-branding channel for hotels, clinics, doctors, swimming pools, and sauna businesses. Pricing is unit-based and ranges from €7.95 (entry-level heat packs) to €69.90 (premium lambskin-covered hot water bottles) and €84.95 (Aquafeel women's competitive swimwear). The company markets through organic social channels (Instagram, Facebook, YouTube, TikTok), downloadable catalogs, and digital catalogs on its corporate website. Strategic positioning emphasizes 75+ years of category leadership in hot water bottles and a goal of becoming the recognized premium performance swimwear brand in Germany, Austria, and Switzerland.

The revenue model is one-time unit sales of physical goods across hundreds of SKUs in two product families, with no subscription, SaaS, or licensing-revenue disclosure. The DSV (Deutscher Schwimm-Verband) serves as a Technical Partner and Premium-Pool-Partner for Aquafeel and is the only named enterprise customer; all other revenue flows through distributed consumer and small-business channels. The company operates as an independent, family-controlled GmbH with no disclosed investors, parent company, or public listing.

Name

Fashy

Legal name

Fashy GmbH Produktion und Vertrieb

Website

https://fashy.de

Company type

Private

Founded year

1948

Operating status

Operating

Headcount range

1–10 employees

Short description

Fashy is a family-owned German manufacturer (founded 1948) of thermoplastic hot water bottles, heat packs, and swimwear sold under the Fashy and Aquafeel brands via DTC e-commerce, a DACH dealer network, and B2B corporate channels, serving consumers, families, and competitive swimmers across Germany, Austria, and Switzerland.

Ownership category

akta.pro rank

Headquarters

HQ city

Korntal-münchingen

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Fashy generates revenue through one-time sales of physical products including hot water bottles, heat packs, swimwear, beach accessories, and water sports equipment. Products are sold through company-owned e-commerce platforms and a network of retail dealers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Fashy manufactures and sells thermoplastic hot water bottles and natural-fill heat/cold packs under the Fashy brand, plus swimwear, beach accessories, and water sports equipment under the Fashy Bademoden and Aquafeel sub-brands. Products are sold through own e-commerce shops (shop.fashy.de, shop.aquafeel.de), a DACH-region dealer network, and a B2B channel for custom-branded corporate products targeting hotels, clinics, and sports facilities.

Product overview

Fashy is a German family-owned company (founded 1948) headquartered in Korntal-Münchingen, Baden-Württemberg, offering two main product lines: thermal wellness products (hot water bottles and heat packs) and swimwear/water sports gear. The thermal division includes Thermoplast hot water bottles in standard, mini, and Smart Bottle variants, plus heat packs with various natural and synthetic fillings (rapeseed, cherry pits, grape seeds, peat gel, silica gel). The water division encompasses swimwear for all demographics, beach footwear, swimming goggles, water fitness accessories, and beach bags. Starting summer 2027, Fashy will consolidate all swimwear and water sports business under the Aquafeel premium brand, which serves competitive swimmers (Pro Racing), active trainers, beach leisure, and children's Start to Swim segments. Fashy operates its own online shops and serves retail partners across the DACH region.

Differentiator

Problem solved

Functional benefit

Brands

• Aquafeel: High-tech swimwear and water sports brand offering competitive racing swimwear, professional training gear, beach active wear, and start-to-swim products for all ages. Aquafeel serves both competitive swimmers and recreational water sports enthusiasts.

Products and services

• Fashy Wärmflaschen (Hot Water Bottles) Fashy's flagship thermoplastic hot water bottles available in standard models, mini versions, designer styles, and plush children's animal designs featuring licensed characters like Shaun the Sheep and Grizzy & The Lemmings. Sold to consumers for home warmth and comfort.
• Fashy Wärmekissen (Heat Packs) Heat and cold packs filled with natural and synthetic materials including rapeseed, cherry pits, grape seeds, peat gel, and silica gel beads, available in plush velour covers with various motifs for targeted body application. Sold to consumers for warmth and cold therapy.
• Aquafeel Performance Swimwear and Water Sports High-tech performance swimwear brand featuring World-Aquatics certified competitive racing swimwear, professional training gear, beach active wear, and Start-to-Swim products for children. Targets competitive swimmers, intensive trainers, and recreational water sports users.
• Fashy Bademoden (Swimwear) Swimwear for all genders and ages including women's swimsuits, bikinis, tankinis, men's swim shorts and trunks, children's swimwear, baby swimwear, and mastectomy swimwear for women. Sold to consumers for beach, pool, and recreational use.

Named customers1 record

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

One partnership is on record.

• DSV (Deutscher Schwimm-Verband e.V.)coreStrategic or Co-development Partner · 1 January 2021Since 2021, Aquafeel (a Fashy brand) has been proud Technical Partner of the German Swimming Association (DSV). Since last year, Aquafeel has been the exclusive outfitter for outerwear (training jackets, hoodies, training pants, T-shirts, caps, and backpacks) for DSV teams. The collection was exclusively designed by the Aquafeel design team. The partnership was extended as Aquafeel is the official Premium-Pool-Partner of the DSV.

Scale indicators2 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Jaked: Italian competitive swimwear brand with strong federation ties. Competes with Aquafeel in the high-performance training and competition segment, particularly through specialty and sports retail distribution.
• Zoggs: Swimwear and swim accessory brand with strong training and learn-to-swim segments. Directly comparable to Aquafeel's Start-to-Swim and Active Training swimwear lines, often co-stocked in sporting goods retail.
• TYR Sport: US-based swimwear and water sports equipment brand with competitive training lines. Overlaps with Aquafeel's Pro Racing and Active Training swimwear positioning and competes for the same specialty sporting goods retailers in Europe.
• Maru: UK-based swimwear brand focused on training and competitive swimwear. Comparable to Aquafeel's training and beach active ranges, often stocked by the same European specialty retailers.
• Sänger: German manufacturer of hot water bottles, ice packs and wellness products. The closest direct competitor to Fashy's core Wärme (warmth) line, operating in the same German specialty retail channel.
• Speedo: Global swimwear leader with competitive and training swimwear lines. Directly competes with Aquafeel in DACH specialty sporting goods retail and competitive swimwear, with similar World Aquatics/FINA certifications.
• Arena: Italian-origin competitive and recreational swimwear brand with strong European federation partnerships. Directly comparable to Aquafeel across training, competition, and beach swimwear segments in the DACH market.

Broad incumbents

• adidas Swim: Global sportswear giant with a dedicated swimwear line. Competes broadly with Aquafeel across recreational and training swimwear but does not specialize in the DACH federation/competitive swimwear niche.
• Nike Swim: Global sportswear leader with swim apparel. Overlaps with Fashy/Aquafeel at the recreational and beach swimwear end, with much broader marketing scale and international distribution.

Regional players

• H. Botved: Danish manufacturer of rubber hot water bottles and ice bags. Closest functional competitor to Fashy's hot water bottle line in the Nordic region; comparable in category focus but operates primarily outside the DACH core market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/fashy1211
• Facebookfacebook.com/fashy.gmbh
• Instagraminstagram.com/fashy_gmbh/?hl=de
• LinkedInlinkedin.com/company/fashy-gmbh-produktion-und-vertrieb

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 Fashy