Widmann

What Widmann does

Widmann Srl is an Italian family-owned B2B wholesale company that designs, produces, and distributes party fashion — costumes, wigs, cosmetics, hats, masks, accessories, and decorations — for celebrations and themed events. Founded in 1951 in post-war Milan by Dina and Federico Widmann and now led by the third generation of the family, the company is headquartered in Busto Garolfo (Milan) and operates from two company-owned Italian facilities (Busto Garolfo 14,000 m2 and Pregnana Milanese 6,000 m2) that together provide 51,000 pallet positions, WMS-integrated logistics, voice-picking technology, wire-guided semi-autonomous forklifts, and private customs warehouse authorization (since 2014).

The company's core commercial asset is its B2B e-commerce portal, which gives wholesale, retail, and online partners real-time access to 16,000+ products across 30+ product lines and 100+ event themes, including seasonal occasions such as Carnival, Halloween, Christmas, weddings, hen/stag parties, World Book Day, Pride, and Music Festival. Recent branded product launches include FAST COSTUME (quick-wear transformation costumes) and PARTY FASHION FAUX FUR & PLUSH, alongside sub-collections such as the Roaring Twenties glamour line and Hen & Stag Party range. The platform supports FTP and EDI data feeds for automated product data exchange, multi-language content (Italian, English, French, German, Spanish), and WhatsApp chatbot customer service.

Widmann makes money exclusively through B2B wholesale: selling costumes and party fashion products to retail partners, wholesale distributors, and e-commerce businesses across 40+ countries, with pricing handled privately through the B2B partner portal. The company is GDPR-compliant, operates a 250,000+ kWh/year photovoltaic system, and reports 162,000 kg of CO2 saved annually and 70% recycled packaging. Technology infrastructure is being upgraded through a migration from Navision 2015 ERP to Navision Business Central. No external investors, parent companies, or subsidiaries are disclosed.

Name

Widmann

Legal name

Widmann Srl

Website

https://widmannsrl.com

Company type

Private

Founded year

1951

Operating status

Operating

Headcount range

51–100 employees

Short description

Widmann is a family-owned Italian B2B wholesale company (founded 1951, Busto Garolfo) that designs, produces, and distributes party costumes, wigs, cosmetics, accessories, and decorations to retail, wholesale, and online partners across 40+ countries through a B2B portal offering 16,000+ SKUs.

Ownership category

akta.pro rank

Product category

Party Costumes & Accessories Manufacturing

SIC

Wholesale-Apparel, Piece Goods & Notions (5130), Jewelry, Silverware & Plated Ware (3910)

akta.pro primary industry

Headwear Manufacturing (Hats/Caps/Beanies) (IMAOAFAA)

akta.pro secondary industry

Hats, Caps & Headwear (CRAAAJAE)

Keywords

• Party costumes wholesale
• Carnival accessories B2B
• Halloween costumes supplier
• Party fashion distribution
• Costume manufacturing Italy

Headquarters

HQ city

Busto Garolfo

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. B2B Wholesale - Costumes and Accessories: Widmann generates revenue through B2B wholesale sales of costumes, accessories, and party fashion products to retail, wholesale, and online business partners across 40+ countries. Products include costumes, wigs, cosmetics, masks, props, decorations, and themed party items across 30+ product lines.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Widmann creates, produces, and distributes costumes, hats, wigs, cosmetics, accessories, and decorations for parties and entertainment, offering more than 16,000 items across 30+ product lines and 100+ event themes through a B2B portal to wholesale and retail partners in 40+ countries. The company operates two customs-authorized warehouses in Italy and combines in-house Italian design with a full B2B digital infrastructure including ERP, WMS, voice-picking, and EDI integrations.

Product overview

Widmann MILANO Party Fashion is an Italian family-run B2B company (founded 1951, Busto Garolfo, Milano) specializing in party fashion and costumes. The company operates a B2B portal as its core product, offering over 16,000 costumes and accessories across 30+ product lines and 100+ event themes to wholesale partners in 40+ countries. The product portfolio centers on the main B2B portal platform supplemented by specialized product categories including: Costumes (for Carnival, Halloween, Christmas, weddings, bachelor parties, medieval festivals), Accessories (eyemasks, masks, feather items, jewelry, hats, capes, gloves, inflatable and light-up items), Cosmetics (theatrical makeup, FX prosthetics, face/body camouflage), Wigs, Beards & Moustaches, Clothing & Hosiery, Shoes, Decorations, Disguise Sets, and the Sexy Fun adult line. Recent branded sub-lines include the Roaring Twenties glamour collection, PARTY FASHION FAUX FUR & PLUSH for bold party wear, and FAST COSTUME for quick-wear convenience. The company maintains two warehouses in Italy (Busto Garolfo and Pregnana Milanese) with WMS systems and offers WhatsApp Chatbot customer service. Products are designed in Italy with attention to detail and selected materials.

Differentiator

Problem solved

Functional benefit

Products and services

• Widmann B2B Portal The company's primary B2B e-commerce platform providing real-time inventory information and complete order management autonomy for wholesale customers. Partners can access over 16,000 costumes and accessories across 30+ product lines and 100+ event themes, download photos and videos, and exchange data-feed files via FTP and EDI folders.
• Costumes Full range of costumes for various occasions including Carnival, Halloween, Christmas, weddings, bachelor/bachelorette parties, medieval festivals, and themed events.
• Accessories
• Cosmetics
• Wigs
• Beards & Moustaches
• Clothing & Hosiery
• Shoes
• Decorations & Disguise Sets
• Sexy Fun
• Glasses & Jokes
• Hen & Stag Party Collection
• Roaring Twenties Collection
• PARTY FASHION FAUX FUR & PLUSH Bold-colored party fashion line featuring striking textures and distinctive designs that transform any moment into an extraordinary style experience, emphasizing personality and creative freedom.
• FAST COSTUME Revolutionary quick-wear costume line that is realistic, complete, colorful, and incredibly quick to put on, combining style, creativity, and practicality for rapid transformation.

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Navision (Microsoft)coreTechnology or IntegrationWidmann uses Navision 2015 ERP and is planning migration to Navision Business Central (BC). The IT team includes Navision programmers to support and manage the transition, ensuring continuity and effectiveness of the company's systems.

Scale indicators12 records

Recent moves7 records

Expansion highlights7 records

Direct peers

• Smiffys: UK-based costume and party accessories manufacturer/wholesaler serving a similar breadth of themed occasions (Halloween, Christmas, Carnival) with comparable SKU scale and B2B distribution across Europe. Closest direct competitor to Widmann in product mix and channel model.
• Forum Novelties: US costume and party accessories wholesaler with a broad multi-occasion assortment and B2B distribution. Comparable to Widmann in product category breadth and reliance on wholesale partners, though primarily North American.
• Morris Costumes: US costume wholesaler with an extensive multi-theme catalog sold to independent retailers and party stores. Comparable to Widmann on assortment depth and family-run B2B heritage.
• California Costumes: US costume maker/distributor with multi-occasion product lines (Halloween, Christmas, Luau, flapper) sold through wholesale partners. Directly comparable assortment strategy and B2B distribution, with a similar mix of themed collections.
• Rubies Costumes: One of the largest global costume manufacturers and wholesalers, with licensed and own-brand ranges across Halloween, Carnival, and party occasions. Directly comparable on product breadth, licensing-driven assortment, and B2B wholesale model.
• Disguise (Concord div.): Licensed costume manufacturer (Disney, Hasbro, etc.) with a global B2B distribution network covering Halloween, Christmas and party occasions. Comparable on licensed/character-driven assortment and wholesale motion.

Broad incumbents

• Party City Holdco: Largest North American party goods retailer offering costumes, decorations, and accessories across a much broader portfolio (balloons, tableware, gifts). Overlaps with Widmann in costume and party accessories but addresses retail consumers directly through stores rather than B2B wholesale.
• Amscan International: Global party goods manufacturer and distributor with broad coverage of Halloween, Carnival, and celebration products. Overlaps Widmann on party accessories and decorations but operates a wider, more diversified portfolio.

Emerging players

• Tipsy Elves: US-based novelty costume and themed apparel brand (ugly Christmas sweaters, bachelorette/stag) with strong DTC presence. Comparable to Widmann on higher-ASP themed and sub-brand collections but with a much narrower occasion focus.

Regional players

• Boland International: Netherlands-based costume and party accessories wholesaler serving Benelux and broader European retail channels. Comparable product mix and B2B model, but with a regional focus rather than Widmann's 40+ country footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/share/1Grr3YjMHU/?mibextid=wwXIfr
• LinkedInlinkedin.com/company/widmannsrl083237222
• Instagraminstagram.com/widmann_milanopartyfashion
• TikToktiktok.com/@widmann.partyfashion

Compliance1 record

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 Widmann