NewYorker
NewYorker is a privately held German fast-fashion retailer headquartered in Braunschweig, founded in 1971, selling young men's and women's apparel, jeans, sportswear, and streetwear through physical stores, the newyorker.de e-commerce site, and native iOS/Android mobile apps.
- Company typePrivate
- Founded1971
- HeadquartersBraunschweig, Germany
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What NewYorker does
NewYorker, legally structured as NEW YORKER Marketing & Media International GmbH and headquartered in Braunschweig, Germany, is a privately held fast-fashion retailer founded in 1971. The company sells Young Fashion, jeans, sportswear, and streetwear for men and women through a multi-channel distribution footprint spanning brick-and-mortar stores, the newyorker.de e-commerce storefront, and native iOS and Android mobile applications. Operations are organized across at least two group entities in Germany, including NEW YORKER Marketing & Media International GmbH (primary) and NEW YORKER Group-Services International GmbH Co. KG (services), and the company employs more than 10,000 people.
The core offering consists of men's and women's ready-to-wear apparel and accessories, complemented by a points-based customer loyalty program called the GET MORE Club that grants a 20% welcome discount on qualifying purchases above 50 euros and issues points redeemable for discounts and personalized offers. The technology stack is conventional for a multi-channel retailer: an owned e-commerce website, native mobile applications with GPS-enabled store locator (integrated with Google Maps and Apple Maps), push-notification engagement, and customer account management. Editorial features such as Denim Fit Guide, Bra Shape Guide, Instafashion, Capsule Wardrobe Guides, and an in-house Lifestyle Magazine extend the merchandising surface. Payment and gift-card processing rely on PayPal and standard credit-card rails.
NewYorker generates revenue primarily through one-time retail sales of clothing and accessories across its physical and digital channels, supplemented by gift-card sales and recurring loyalty-club engagement that drives repeat purchase frequency. The GTM motion is direct-to-consumer targeting fashion-conscious young adult men and women in Germany and selected European markets, using a vertical organic-social strategy across Facebook, Instagram, YouTube, TikTok, Pinterest, and Threads, alongside email newsletter and in-app content. Leadership consists of co-founders Friedrich Knapp, who also serves as CEO and Chairman, and Tilmar Hansen. The company publishes annual German Supply Chain Act (LkSG) compliance reports and remains privately held with no disclosed venture, private equity, or public-market ownership.
NewYorker firmographics
Firmographics- Name
- NewYorker
- Legal name
- NEW YORKER Marketing & Media International GmbH
- Website
- https://newyorker.de
- Company type
- Private
- Founded year
- 1971
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- NewYorker is a privately held German fast-fashion retailer headquartered in Braunschweig, founded in 1971, selling young men's and women's apparel, jeans, sportswear, and streetwear through physical stores, the newyorker.de e-commerce site, and native iOS/Android mobile apps.
- Ownership category
- akta.pro rank
NewYorker industry classification
Industry- Product category
- Fashion Retail
- NAICS
- Clothing and Clothing Accessories Retailers (45811)
- SIC
- Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Streetwear & Contemporary Apparel Retail (CRAAABAM)
- akta.pro secondary industry
- Athleisure & Performance Apparel Retail (CRAAABAE)
Keywords
Where NewYorker is headquartered
LocationHeadquarters
- HQ city
- Braunschweig
- HQ country
- Germany
- HQ region
- Europe
Offices2 records
Markets served
NewYorker business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Retail Clothing Sales: Core revenue from selling fashion apparel including tops, jeans, sweatshirts, hoodies, and accessories through physical stores and e-commerce channels.
- Gift Cards: Sale of digital and physical gift vouchers for fashion purchases.
- GET MORE Club Membership: Points-based loyalty program where members accumulate points with purchases that can be redeemed for discounts and exclusive offers.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels10 records
NewYorker product offering
Product offeringCore offering
NewYorker is a fashion retailer selling Young Fashion apparel including jeans, sportswear, streetwear, tops, hoodies, sweatshirts, chinos, and accessories for men and women at accessible price points. Products are distributed through a multi-channel model combining physical retail stores, the newyorker.de e-commerce site, and iOS/Android mobile apps. The offering is supported by the GET MORE Club loyalty program that rewards frequent shoppers with points, discounts, and exclusive offers.
Product overview
NEW YORKER is a German fashion retailer offering a unified fast-fashion retail platform centered on affordable ready-to-wear clothing and accessories for young adult men and women. The core product consists of men's and women's fashion collections available through physical stores, the e-commerce website, and a mobile app. The offering extends through the GET MORE Club loyalty program that drives customer engagement and retention, gift cards for gifting occasions, and editorial lifestyle content including Denim Fit Guides, Bra Shape Guides, and Instafashion features that blend shopping with style inspiration. The mobile app provides additional functionality including store locator with GPS integration, push notifications, and in-app customer account management. The company operates physical retail stores alongside its digital channels.
Differentiator
Problem solved
Functional benefit
Products and services
- Men's Fashion (Herrenmode)
Companies that use NewYorker
Customer profileSegments3 records
Ideal customer profiles3 records
NewYorker technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature3 records
NewYorker partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered support.
- Google MapssupportGoogle Maps is used as part of the NEW YORKER Store Locator feature on the website and Android app. The service helps customers find nearby retail locations using GPS and map functionality.
- Apple MapssupportApple Maps is used as part of the NEW YORKER Store Locator feature for iOS app users. The service helps customers find nearby retail locations using GPS and map functionality.
- Google AnalyticssupportGoogle Analytics is used to analyze website traffic and user behavior on the NEW YORKER website, helping optimize marketing and user experience.
- Google FirebasesupportGoogle Firebase Analytics and Crashlytics are used in the NEW YORKER mobile apps to track user engagement and app performance metrics.
- YouTubesupportYouTube is used to embed videos on the NEW YORKER website using enhanced privacy mode, providing fashion content and brand videos to visitors.
- AddThissupportAddThis social bookmarking plugins are integrated on the NEW YORKER website, allowing users to share content on social media platforms.
- PayPalsupportPayPal is offered as a payment method for purchasing gift cards on the NEW YORKER website, providing customers with a secure checkout option.
- FacebooksupportFacebook is used for recruiting purposes through Facebook Recruiting campaigns, and the platform's visitor action pixel is used for advertising effectiveness measurement.
Scale indicators1 record
Recent moves6 records
Expansion highlights7 records
NewYorker competitors and assessment
Company assessmentDirect peers
- C&A: European heritage affordable-fashion retailer with strong German and Benelux presence selling apparel and accessories for the whole family. Directly comparable in European mid-market apparel retail.
- Pull & Bear: Inditex young-fashion brand specializing in casual and streetwear-influenced apparel for teens and young adults. Comparable on streetwear-leaning young-fashion merchandising and price points.
- Primark: Value-led fashion retailer offering low-priced apparel and accessories across European and US markets. Comparable on accessible price positioning and trend-driven basics, though it does not have an e-commerce store.
- H&M: Global Swedish fast-fashion retailer offering trend-led, affordable apparel and accessories across men's, women's, and kids' segments via stores and e-commerce. Directly comparable in category, customer base, and multi-channel model.
- Forever 21: US-origin fast-fashion retailer offering trend-led, low-priced apparel and accessories primarily to young women and men. Comparable on fast-fashion, value pricing, and trend-driven merchandising.
- Zara (Inditex): Flagship fast-fashion brand of Inditex offering trend-right apparel at accessible price points through a globally integrated store and online network. Closely comparable in fast-fashion category, vertical integration, and omnichannel execution.
- Esprit: European heritage apparel brand offering casual and contemporary apparel across multiple categories. Comparable on European mid-market apparel positioning, though currently undergoing restructuring.
- Bershka: Inditex-owned young-fashion brand targeting under-30 shoppers with streetwear-led apparel at accessible prices. Comparable on young-fashion / streetwear positioning, customer demographic, and trend cycle.
Emerging players
- Shein: Digital-native ultra-fast-fashion retailer with rapid trend cycles and aggressive pricing. Comparable in target customer and category, and a structural disruptor to traditional fast-fashion peers like NewYorker.
Broad incumbents
- TJX Europe (TK Maxx): Off-price apparel and home retailer offering branded fashion at discount prices across Europe. Comparable in value-fashion customer overlap and discount-led positioning, though broader in category scope.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
NewYorker social profiles
Digital presenceNewYorker compliance and trust
Trust signalCompliance1 record
NewYorker financial estimates
Financial estimateRevenue estimate
Valuation estimate
NewYorker leadership team
Management profileNumber of profiles
Profiles2 records
NewYorker funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NewYorker M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about NewYorker
What does NewYorker do?
NewYorker is a fashion retailer selling Young Fashion apparel including jeans, sportswear, streetwear, tops, hoodies, sweatshirts, chinos, and accessories for men and women at accessible price points. Products are distributed through a multi-channel model combining physical retail stores, the newyorker.de e-commerce site, and iOS/Android mobile apps. The offering is supported by the GET MORE Club loyalty program that rewards frequent shoppers with points, discounts, and exclusive offers.
Is NewYorker a public or private company?
NewYorker is a private company. It is classified as family owned and is currently operating.
When was NewYorker founded?
NewYorker was founded in 1971. It employs 5,001 to 10,000 people.
Where is NewYorker based?
NewYorker is headquartered in Braunschweig, Germany, in the Europe region.
How does NewYorker make money?
Three revenue lines are on record. Retail Clothing Sales are the primary driver. The others are gift Cards and GET MORE Club Membership.
Who are NewYorker's main competitors?
Direct peers on record are C&A, Pull & Bear, Primark, H&M, Forever 21, Zara (Inditex), Esprit and Bershka. Shein is listed as an emerging player. TJX Europe (TK Maxx) is listed as a broad incumbent.
Does NewYorker have an API?
No public API is recorded for NewYorker.
What industry is NewYorker in?
NewYorker's product category is Fashion Retail. Its primary akta.pro industry code is CRAAABAM, Streetwear & Contemporary Apparel Retail, with a secondary code of CRAAABAE, Athleisure & Performance Apparel Retail. Its NAICS code is 45811 and its SIC code is 5600.