Steiner

What Steiner does

Steiner, operating under the brand Steiner1888, is a privately held Austrian textile manufacturer founded in 1888 and headquartered in Mandling, Styria, Austria. The company specializes in Loden — a traditional felted wool fabric — produced from natural fibers including Merino wool, Alpaca wool, and Austrian Bergschaf (mountain sheep) wool. All production is carried out in-house at the Mandling Lodenmanufaktur, using traditional walken (felting) techniques, with the manufacturing facility co-located with an 800m² flagship retail store and visitor center. The company is legally structured as Steiner GmbH & Co KG, a family-owned Austrian limited partnership, with no disclosed external investment.

Steiner's product portfolio spans core Loden apparel (jackets, trousers, gilets, coats, and traditional Dirndl dresses for men and women), hunting apparel, wool home textiles (blankets, pillows, seat blankets, hot water bottles), baby and children's products, and accessories such as felted mittens, socks, and slippers. The full range is sold direct-to-consumer through the steiner1888.com e-commerce store and the Mandling retail store, supplemented by a dealer/store-locator network across DACH (Austria and Germany). Unit pricing ranges from approximately €24 for entry-level accessories to €549 for premium Loden jackets, with free shipping for orders over €150 within Austria and Germany; a €10 newsletter welcome voucher supports email acquisition.

The technology stack is conventional for a heritage DTC brand: a fully integrated online storefront with a custom embroidery configurator on select blankets, payment processing via Wirecard, newsletter automation via MailChimp, web analytics via Google Analytics, and paid acquisition through Google AdWords and Facebook remarketing. Revenue is not publicly disclosed, the company is debt-free of any visible growth capital, and ownership remains with the founding family. Customer segments are horizontally distributed across home/living consumers, fashion and apparel buyers, hunting/outdoor enthusiasts, and parents seeking hypoallergenic baby products, with no individual customer or B2B anchor concentration.

Name

Steiner

Legal name

Steiner GmbH & Co KG

Website

https://steiner1888.com

Company type

Private

Founded year

1888

Operating status

Operating

Headcount range

101–250 employees

Short description

Steiner1888 is a 130+ year Austrian Loden textile manufacturer based in Mandling, producing wool blankets, traditional apparel, hunting wear, and baby products from natural fibers, sold DTC online, via a flagship factory-adjacent store, and a DACH dealer network.

Ownership category

akta.pro rank

Product category

Wool & Loden Textiles

NAICS

Apparel Manufacturing (315), Broadwoven Fabric Mills (31321), Fabric Mills (3132), Apparel Knitting Mills (315120), Knit Fabric Mills (31324)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Textile Mill Products (2200), Knitting Mills (2250), Retail-Family Clothing Stores (5651), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Textiles, Fabrics, Trims & Components Suppliers (CRAAAAAL)

akta.pro secondary industries

Greige Woven Fabric Mills (IMAOABAA), Knitwear & Sweaters Manufacturers (CRAAAAAJ), Knitted Fabric Mills (IMAOABAB), General Fabric & Textile Stores (CRALADAA), Textiles & Fabric / Piece Goods Wholesale (CRAOADAH), Scarves/Shawls/Winter Neckwear Manufacturing (IMAOAFAD)

Keywords

• Wool textile manufacturing
• Loden fabric production
• Alpine wool clothing
• Wool home textiles
• Natural fiber apparel

Headquarters

HQ city

Mandling

HQ country

Austria

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Direct E-commerce Sales: Steiner sells products directly to consumers through its online store at steiner1888.com. Customers can purchase wool blankets, clothing, and accessories online with prices listed on the website. Shipping is free to Austria and Germany for orders over €150, with standard shipping within 24 hours.
2. Retail Store Sales: The company operates a 800m² retail store directly adjacent to its production facility in Mandling, where customers can browse and purchase the full product range including women's fashion, sportswear, and home accessories. Factory tours are also offered.
3. Dealer/Wholesale Distribution: Steiner maintains a store/dealer locator, indicating a network of third-party retailers who sell Steiner products. These dealers likely purchase products at wholesale for resale.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Steiner (Steiner1888) is an Austrian textile manufacturer that produces Loden (traditional boiled wool) home textiles and apparel from natural fibers including Merino wool, Alpaca wool, and Austrian mountain sheep (Bergschaf) wool. The company manufactures and sells wool blankets, pillows, seat blankets, hot water bottles, Loden jackets, trousers, gilets, coats, dirndl dresses, hunting apparel, mittens, socks, slippers, and baby/children products, all 100% made in its Mandling facility in Austria. The company also operates an 800m² flagship retail store and an e-commerce storefront, and offers guided factory tours of its Lodenmanufaktur.

Product overview

Steiner1888 is an Austrian Loden (traditional Alpine wool fabric) manufacturer offering a diverse product portfolio centered on wool and natural fiber home textiles and clothing. The core offerings include Wolldecken (wool blankets) and Wollkissen (wool pillows) in various wool types (Merino, Alpaca, Bergschaf), Sitzdecken and Wärmflaschen for home living, alongside a full range of Loden clothing including Lodenjacken, Lodenhosen, Gilets, Lodenmäntel, and traditional Dirndl dresses. Accessories such as Walkfäustlinge Willibald (felted mittens), Walksocken Walburga (felted socks), and Hauspantoffeln Alma (house slippers) complement the range. Children's and baby products include blankets, sleep sacks, and slippers. The company maintains a 130+ year tradition with products made 100% in Austria, operating a flagship 800m² store in Mandling adjacent to their manufacturing facility.

Differentiator

Problem solved

Functional benefit

Products and services

• Wolldecken (Wool Blankets) Wool blankets made from Merino, Alpaca, and Bergschaf (Austrian mountain sheep) wool in various sizes and colors; includes personalized embroidered options via online configurator. Targeted at home and living consumers seeking natural-fiber bedding.
• Wollkissen (Wool Pillows) Pillows made from Merino, Alpaca, or blended wools in sizes 40x40cm and 55x55cm for domestic use.
• Sitzdecken (Seat Blankets) Compact wool blankets for outdoor seating use, including Emma (lightweight Merino), Eva (thicker Bergschaf), and Erna variants.
• Wärmflaschen (Wool-Covered Hot Water Bottles) Hot water bottles with natural rubber inserts encased in Merino (Sophia) and Alpaca-Merino (Alina) wool covers for home comfort use.
• Lodenjacken (Loden Jackets) Traditional Alpine boiled wool jackets for men and women, including Lodenjacke Adam (men's) and Lodenjacke Ines (women's), priced €469–€549.
• Lodenhosen (Loden Trousers) Traditional Loden wool trousers in short and long versions, including Kurze Lodenhose Julius models.
• Loden Gilets Loden vests for men and women including the Benedikt Fresco model.
• Lodenmäntel (Loden Coats) Traditional Loden wool coats for men and women.
• Lodendirndl (Loden Dirndl Dresses) Traditional Alpine dirndl dresses in Loden fabric including Nina 1, Nina 2, and Linda models.
• Jagdbekleidung (Hunting Clothing) Specialized hunting apparel for men and women made from Loden fabric, valued for warmth, weather resistance, and durability.
• Schladminger (Alpine Footwear & Slippers) Traditional Alpine footwear including Hauspantoffeln Alma house slippers made from Merino and Alpaca wool.
• Walkfäustlinge Willibald (Felted Mittens) Classic hand-knitted and felted Bergschaf (mountain sheep) wool mittens in sizes S, M, L.
• Walksocken Walburga (Felted Walking Socks) Warm hand-knitted and felted walking socks in various sizes.
• Baby- und Kinderprodukte (Baby & Children Products) Baby and children wool products including blankets (Babydecke Fiona), Merino sleep sacks (Schlafsack Sandy), baby booties (Babypantoffeln Paula), and children's blankets (Wolldecke Leon).
• Flachmann Max (Wool-Covered Flask) 190ml-capacity flask covered in Merino wool and Schladminger Bergschaf wool.
• Gutscheine (Gift Vouchers) Gift vouchers (Gutscheine) available for purchase from the Steiner1888 shop for gifting the brand's products.
• Lodenmanufaktur Führungen (Factory Tours) Guided factory tours of the Steiner Lodenmanufaktur in Mandling, Austria, offered to visitors adjacent to the flagship retail store.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Schneiders Salzburg: Austrian traditional apparel house producing loden coats, jackets, hunting attire, and Trachten fashion. Direct competitor to Steiner in the Austrian traditional apparel segment with overlapping product categories and shared DACH customer base.
• Woolrich: American heritage wool and outerwear brand (est. 1830) producing wool blankets, jackets, and outdoor apparel. Comparable as a heritage wool brand with premium pricing, DTC channel, and global wholesale distribution in a similar category.
• Hestra: Swedish heritage glove maker producing handcrafted wool, leather, and ski gloves. Directly comparable to Steiner's Walkfäustlinge Willibald and Walksocken Walburga categories — both are family-run, premium-priced, wool-based handwear brands with strong DTC channels.
• Lodenfrey: Austrian heritage brand specializing in Loden clothing, hunting apparel, and traditional Alpine fashion. Directly competes with Steiner in the same traditional Austrian loden segment for DACH consumers, with comparable pricing and distribution through flagship stores and wholesale.
• Biederlack: German wool blanket and home-textile manufacturer with a long heritage in premium wool blankets. Directly comparable to Steiner's Wolldecken and Wollkissen lines, with similar materials (Merino, virgin wool), premium positioning, and DACH wholesale distribution.
• Pendleton Woolen Mills: American heritage woolen mill founded in 1863 producing wool blankets, apparel, and home textiles with a comparable heritage-driven brand model. Comparable on DTC + wholesale + heritage positioning and a multi-century wool manufacturing tradition.

Broad incumbents

• Löffler: Austrian sportswear and cycling apparel brand with its own in-house manufacturing. Comparable as an Austrian family-run textile manufacturer with vertically integrated production and a similar premium positioning in the DACH region.
• Fjällräven: Swedish outdoor brand with a strong wool product line (Kånken wool, Greenland wool jacket). Overlaps with Steiner in wool-based outdoor and lifestyle apparel for heritage-conscious consumers, but operates at a much larger scale and broader category scope.

Regional players

• Hanwag: Bavarian/Austrian heritage outdoor footwear manufacturer. Comparable as a DACH-region heritage craftsmanship brand serving outdoor consumers with premium Made-in-Europe positioning, though focused on footwear rather than textiles.
• Meindl: German family-owned outdoor and hunting footwear maker. Comparable to Steiner as a DACH heritage outdoor brand with similar family-business structure, premium positioning, and shared hunting/outdoor consumer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/steiner1888
• Instagraminstagram.com/steiner1888
• Pinterestpinterest.at/steiner1888
• LinkedInlinkedin.com/company/steiner1888

Revenue estimate

Valuation estimate

Number of profiles

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 Steiner