What clothing.ch does

bekleidung.ch AG, operating commercially as clothing.ch and bekleidung.ch, is a Swiss family-owned B2B provider of customized corporate workwear headquartered in Appenzell. The company supplies embroidered and printed apparel, in-house tailoring, and inventory management services to enterprise customers across gastronomy and hospitality, construction and trade, manufacturing and industrial, medical and healthcare, and professional services segments. Its core capability is the customization of branded uniforms — logo embroidery, printing, sizing programs, and re-order logistics — supported by a portfolio of 25+ premium supplier brands and direct relationships with EU-based manufacturing partners.

The business model combines a B2B quotation-based model for customized enterprise orders with a transparent unit-priced catalog (e.g., branded shirts priced CHF 49.90-119.90) for smaller or standardized purchases. Customers include named Swiss enterprises such as Hotel Hof Weissbad, Goba AG, and Hörler Tiefbau AG, with repeat-replenishment dynamics typical of uniform programs. The bilingual/dual-brand web presence (clothing.ch for French-speaking and international reach; bekleidung.ch for the German-speaking core) extends the addressable market across Switzerland's language regions.

Ownership and leadership sit with the Goldener family — founder Milo Goldener established the firm and current CEO/owner Kevin Goldener (second generation) leads operations with Deputy CEO Melanie Waser. The organization is small (~11 employees) and operates without external funding, distributing roles across sales, atelier embroidery/printing, and administrative functions. Geographic scope is Switzerland-only; no international expansion, M&A, or external capital events are documented in the available data.

Name

clothing.ch

Legal name

bekleidung.ch AG

Website

https://bekleidung.ch

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

bekleidung.ch AG, operating as clothing.ch, is a Swiss family-owned B2B provider of customized corporate workwear. Based in Appenzell, it supplies embroidered and printed branded apparel across hospitality, construction, manufacturing, medical, and professional services sectors.

Ownership category

akta.pro rank

Product category

Corporate Workwear

NAICS

Apparel Manufacturing (315), Cut and Sew Apparel Manufacturing (except Contractors) (31525)

SIC

Men's & Boys' Furnishgs, Work Clothg, & Allied Garments (2320), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Workwear, Uniforms & Corporate Apparel Wholesale (CRAOADAF)

akta.pro secondary industries

Custom Tailoring & Made-to-Measure Adjustments (HSAJAFAM), Apparel Alterations, Repair & Circular Manufacturing (Remake/Upcycle) (CRAAAAAO)

Keywords

• Corporate workwear
• Custom embroidery
• Textile finishing
• Corporate uniforms
• Bespoke tailoring

Headquarters

HQ city

Appenzell

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Corporate Workwear Sales: One-time sale of professional/corporate workwear, uniforms, and branded apparel to businesses. Includes seasonal clothing collections, workwear, business attire, and accessories such as picnic blankets, beach towels, and backpacks. Products can be customized with company logos or individual names.
2. Custom Design and Manufacturing: Bespoke custom-designed workwear produced to order following individual client specifications, including custom colors, materials, cuts, and branding. Production via EU-based manufacturing partners.
3. Textile Customization Services: Embroidery and printing services (stickerei, siebdrucktransfer, digitaldruck, flexdruck) applied to apparel for corporate branding and individual personalization.
4. Inventory Management Services: Stock management service where the company maintains inventory on behalf of clients and delivers on demand as needed, avoiding costs for unsold clothing that does not fit anyone.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

bekleidung.ch AG supplies customized corporate clothing (Firmenbekleidung) — workwear, business attire, and seasonal apparel — to Swiss businesses. The offering combines consulting, design and prototype development, in-house embroidery and printing (Stickerei, Siebdrucktransfer, Digitaldruck, Flexdruck), made-to-measure alterations through an in-house atelier, custom manufacturing via EU-based partners, and ongoing inventory management with on-demand delivery throughout Switzerland.

Product overview

The company offers a unified corporate fashion platform centered on customized company clothing (Firmenbekleidung) with supporting services. The core offering is custom-designed and branded corporate wear with embroidery and printing capabilities. The product portfolio includes: (1) Core Corporate Fashion/Firmenbekleidung - custom consultation, design, and production of workwear and business attire; (2) Textile Finishing services including embroidery, screen printing, digital printing, and flex printing; (3) Custom Tailoring/Massanpassungen for in-house fitting adjustments; (4) Custom Manufacturing/Sonderanfertigungen for bespoke designs with EU production partners; (5) Inventory Management/Lagerführung for stock control and delivery. The company also retails numerous European professional clothing brands including GREIFF, OLYMP, Kentaur, HAKRO, Dassy, Portwest, James Harvest, J.Harvest & Frost, and approximately 20 other brands covering hospitality, construction, medical, and corporate sectors. Products range from shirts and blouses (such as the J. Harvest & Frost Indigo Bow 30 and Red Bow 20 lines, and James & Nicholson checkered shirts) to workwear, jackets, and accessories.

Differentiator

Problem solved

Functional benefit

Products and services

• Corporate Fashion / Firmenbekleidung Customized corporate clothing for Swiss businesses, including workwear, business attire, and seasonal apparel. Includes consultation, concept development, logo embroidery and printing, custom manufacturing with prototypes, and made-to-measure alterations through an in-house atelier.
• Textile Finishing (Textilveredelung) Embroidery (Stickerei), screen print transfer (Siebdrucktransfer), digital printing (Digitaldruck), and flex printing (Flexdruck) services for customizing clothing with logos, lettering, and branding.
• Custom Tailoring (Massanpassungen) In-house tailoring services for individual fitting adjustments, including altering pants and clothing to personal measurements, as well as on-site repairs and modifications.
• Custom Manufacturing (Sonderanfertigungen) Custom-designed clothing production including needs analysis, prototype creation, and manufacturing coordination with EU-based partners. Includes custom colors, materials, cuts, and branding aligned to corporate identity.
• Inventory Management (Lagerführung) Stock management and delivery service where customers order only what they need from a pre-positioned inventory, with the company managing storage and shipping on demand to avoid costs for unsold items.

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered minor.

• GREIFFminorOthersPremium professional clothing brand offered in the portfolio. Serves gastronomy, hotels, banks, insurance, transport companies, and IT businesses with blazers, jackets, trousers, skirts, sweaters, knitwear, blouses, shirts, and accessories.
• OLYMPminorOthersQuality shirt and blouse supplier for corporate uniforms. Long-standing supplier of service and uniform shirts and blouses for various federal states, fire brigades, airlines, corporate clients, and authorities.
• Brook TavernerminorOthersLeading businesswear and CI clothing brand using fine yarns for dense fabric, reducing pilling and improving abrasion resistance and wrinkle recovery.
• CG InternationalminorOthersGastronomy clothing specialist with extensive range covering all areas of a hospitality business. 57 combinable colors for aprons, blouses, shirts, polo shirts, chef jackets, and vests.
• KentaurminorOthersProfessional workwear brand since 1990, focused on creating clothing that looks good, is comfortable, and functional down to the smallest detail.
• DassyminorOthersWorkwear and professional clothing for over 45 years. Products developed to make professional work safer and more practical for construction, road construction, and logistics professionals.
• BlåkläderminorOthersSwedish manufacturer of high-quality workwear known for exceptional durability, functionality, and comfort. Products developed practically for professionals in crafts, industry, and construction.
• ELKA RainwearminorOthersSpecialized in functional, waterproof work and rainwear for professionals. Products reliably protect against wind and rain while offering high comfort and freedom of movement.
• EU-based Manufacturing PartnersminorOEM/ Whitelabel/ Licensing PartnerCustom-designed workwear following prototype approval is produced by manufacturing partners in the EU. The company retains design, prototyping, customization, and fitting while outsourcing mass production.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Würth Workwear: Workwear arm of the Würth Group, a global industrial supply conglomerate. Overlaps with bekleidung.ch on corporate workwear for construction and trade customers but operates at vastly greater scale with a much broader non-apparel portfolio.

Direct peers

• Bardusch: German family-owned workwear and textile services company serving B2B customers across Europe. Directly comparable end-to-end workwear service stack including customization and managed inventory.
• Mewa: German family-owned textile service company providing corporate workwear, cleaning, and maintenance with a full-service model (consulting, embroidery/printing, managed inventory, delivery). Closely matches bekleidung.ch's end-to-end custom corporate-fashion service stack, but at much greater European scale.
• DBL Group: Danish corporate workwear and textile service provider with managed-rental and customization offerings. Comparable service architecture and B2B customer focus.
• Lindström Group: Finnish corporate textile and workwear service company offering workwear rental, laundering, and image services to European B2B customers. Overlaps directly with bekleidung.ch's managed-service (Lagerführung) and customization approach.
• Elis SA: French-listed provider of textile and hygiene services across Europe, including flat linen, workwear, and facility solutions. Comparable B2B service model, broader geographic and category footprint, with similar customization/embroidery services.
• CWS International: European provider of corporate workwear, hygiene, and textile services with managed rental models. Comparable to bekleidung.ch in target customer (B2B corporate) and end-to-end service delivery, but operating across multiple European countries.

Emerging players

• HAKRO: German corporate fashion brand offering T-shirts, polos, shirts, fleece, and softshell jackets to B2B customers. Comparable product mix and customer overlap, but positioned as a brand/manufacturer that bekleidung.ch distributes, rather than a competing service provider.
• GREIFF: European professional clothing brand for gastronomy, hospitality, banks, and IT. Currently a brand partner distributed by bekleidung.ch; competing as a manufacturer brand in the same end-customer verticals.

Regional players

• IDG Arbeitsschutz: Swiss retailer of workwear, safety footwear, and personal protective equipment. A Switzerland-based competitor in the same vertical with overlapping B2B customer base, but operating via retail and online channels rather than a bespoke atelier model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/bekleidung.ch
• LinkedInlinkedin.com/company/goldener-corporate-fashion

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 clothing.ch