Vossen

What Vossen does

Vossen is a privately held Austrian textile manufacturer founded in 1925 and headquartered in Austria, with primary production at a CO2-neutral facility in Jennersdorf. The company specializes in premium terry cloth products (Frottierwaren) and self-describes as 'Europe's No. 1' in the category. Its catalog spans approximately 126 SKUs across hand towels, shower towels, bath towels, bathrobes (men's, women's, and children's), bath mats, and wellness items such as sauna kilts, sauna towels, sauna robes, hamam towels, and ponchos, offered in 130+ colors. Newer 2024-2025 extensions include the Flavour & Flair kitchen collection (dish towels, aprons, oven mitts, pot holders), the Balance wellness collection using antibacterial hemp fibers, and the Vossen x Peanuts licensed line.

The company's core proprietary technology is AirPillow Technology, which raises terry cloth loops to form fine air cushions that deliver enhanced fluffiness, softness, and absorbency. All products carry OEKO-TEX Standard 100 certification; the Vegan Life line is certified as the world's first fully vegan towel. Vossen generates revenue primarily through direct-to-consumer e-commerce at vossen.com (available in German, English, French, Dutch, Italian, and Czech), supplemented by physical Vossen Outlets, a B2B dealer portal (b2b.vossen.com) serving hotels, spas, and commercial buyers, and factory tours. Pricing ranges from approximately €2.91 for entry items to €149.99+ for premium bathrobes, with bundle discounts (e.g., 10-piece towel sets), seasonal promotions (1+1 summer deals), a 10% newsletter welcome discount, and a student discount program supporting a volume-driven, long-tail revenue model.

Name

Vossen

Legal name

Vossen

Website

https://vossen.com

Company type

Private

Founded year

1925

Operating status

Operating

Headcount range

51–100 employees

Short description

Vossen is a privately held Austrian premium terry cloth manufacturer founded in 1925, producing towels, bathrobes, bath mats, and wellness textiles at its CO2-neutral Jennersdorf facility for European consumers, hotels, and spas via DTC e-commerce, B2B, and retail.

Ownership category

akta.pro rank

Product category

Home Textiles

NAICS

Other Textile Product Mills (3149)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)

akta.pro primary industry

Bath & Kitchen Linen Manufacturing (Towels/Washcloths/Bathmats/Dish Towels) (IMAOAKAB)

Keywords

• Premium terry towels
• Bath textile manufacturing
• Home linen products
• Bathrobe manufacturing
• Wellness textile production

Headquarters

HQ city

Jennersdorf

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, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: One-time sale of premium textile products (towels, bathrobes, bath mats, wellness items, kitchen textiles) through e-commerce and retail channels. Products range from entry-level items (€2.91) to premium offerings (€149.99+), with bundle/set discounts and seasonal promotions driving average order value.
2. Licensing Revenue (Peanuts Partnership): Collaboration with Peanuts (Snoopy, Charlie Brown, Woodstock characters) for licensed textile products, creating premium branded items with higher price points and collectible appeal.
3. Kitchen Collection (Flavour & Flair): Expansion into kitchen textiles (dish towels, aprons, oven mitts, pot holders) representing new product category revenue stream leveraging existing manufacturing capabilities and brand equity.
4. B2B/Wholesale: Dealer portal (b2b.vossen.com) for wholesale distribution to retailers, hotels, spas, and hospitality businesses.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Vossen manufactures and sells premium terry cloth home textiles (Frottierwaren) - including towels, bathrobes, bath mats, wellness products (sauna kilts, sauna towels, hamam towels, ponchos), beach towels, and kitchen textiles - all produced CO2-neutrally at its Jennersdorf, Austria facility. The company sells primarily direct-to-consumer through its e-commerce shop at vossen.com and through physical outlets, with a separate B2B wholesale dealer portal serving hotels, spas, and retailers. Products incorporate proprietary AirPillow Technology and carry OEKO-TEX certification, vegan certification, and medical testing credentials.

Product overview

Vossen is Europe's leading manufacturer of premium terry cloth products (Frottierwaren), offering a comprehensive portfolio of bath and home textiles. The core product lines include hand towels (Handtücher), bath towels (Duschtücher/Badetücher), bathrobes (Bademäntel) for men, women and children, bath mats (Badeteppiche), and wellness products including sauna kilts, sauna towels, sauna robes, hamam towels, and ponchos. The brand features several premium towel collections including Vienna Style Supersoft (flagship with millions sold), Calypso Feeling (45-year classic), High Line (with AirPillow Technology), Vegan Life (world's first vegan-certified towel), Tomorrow (100% biodegradable), Pure (luxury velour), Cult de Luxe, and Balance (hemp fiber with antibacterial properties). The bath mat line includes Vossen Feeling (Premium Touch, 35 colors), Vossen Exclusive (Soft Touch, natural rubber), Vossen Timeless (Comfort Touch), Vossen Marble (modern marble look), Vossen Fancy, and New Generation (Light Touch). Specialty collections include My Moments (selfcare wellness line), Balance (wellness with hemp), Flavour & Flair (kitchen collection with aprons, oven mitts, kitchen towels), and licensed Peanuts collaboration (Snoopy, Charlie Brown, Woodstock). All products are OEKO-TEX certified, vegan, medically tested, and produced in Austria at the Jennersdorf facility. The company employs AirPillow Technology in certain products for enhanced fluffiness and absorbency.

Differentiator

Problem solved

Functional benefit

Brands

• Balance: Wellness collection featuring towels, bathrobes, spa dresses, sauna kilts, and ponchos made from hemp fibers with antibacterial properties, promoting inner calm and well-being.
• My Moments
• Flavour & Flair
• Vossen x Peanuts
• Vossen Timeless
• Vossen Marble
• Vossen Fancy
• Vossen Feeling
• Vossen Exclusive
• New Generation

Products and services

• Vossen Handtücher (Towels) Collection Premium terry cloth towel collection for residential bathroom use - including washcloths, guest towels, hand towels, shower towels, and bath towels. Manufactured in Austria with OEKO-TEX and vegan certifications, available in multiple style collections targeting different price points and aesthetics.
• Vossen Bademäntel (Bathrobes) Premium bathrobes for women, men, and children featuring modern cuts, hoods, velour outer finishes, and tie belts. Made from skin-friendly terry, machine washable at 60°C and dryer suitable.
• Vossen Badeteppiche (Bath Mats) Premium bath mats featuring non-slip coatings (TPE or natural rubber), various pile heights, and stylish designs. Suitable for floor heating and allergy sufferers, machine washable and dryer suitable.
• Vossen Wellness Products (Sauna, Hamam, Ponchos) Specialized wellness textiles including sauna kilts with adjustable closures, oversized sauna towels, breathable sauna robes, lightweight hamam towels, and airy ponchos for home, spa, beach or wellness use.
• Flavour & Flair Kitchen Collection Kitchen textile collection featuring absorbent kitchen towels, polishing cloths, dish towels, stylish aprons with practical pockets, oven mitts, and pot holders with heat protection and non-slip silicone surfaces.
• Vossen x Peanuts Licensed Collection Limited-edition licensed collaboration collection of premium towels, bathrobes, beach towels, and accessories featuring Peanuts comic strip characters (Snoopy, Charlie Brown, Woodstock).
• Vossen Balance Wellness Collection Wellness-focused textile collection featuring towels, bathrobes, spa dresses, sauna kilts, and ponchos made from hemp fibers offering antibacterial properties. Hemp requires less water to grow and regenerates quickly.
• My Moments Self-Care Collection Self-care focused sub-collection including gentle terry towels, beauty bags, muslin bathrobes, and beauty accessory sets designed for wellness and self-care routines.
• Vossen Beach Towels Premium beach towels in various designs and colors for poolside and beach use, sold through summer seasonal promotions.
• Vossen Personalization Service (Embroidery) In-house embroidery personalization service allowing custom names, initials, or words to be added to Vossen towels and bathrobes, primarily targeting gift-giving occasions.

Quantifiable outcome

• Average customer rating of 4.85 out of 5 stars based on 2064 reviews

Named customers2 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Brooklinen: US-founded DTC premium home textile brand (sheets, towels, loungewear) that disrupted the category with direct online retail. Comparable DTC-first go-to-market, color/bundle merchandising, and millennial premium positioning.
• Hawkins New York: Premium DTC home goods brand offering towels, bath linens, and home accessories with an aesthetic/lifestyle positioning. Comparable on premium color-led bath assortment and online-first D2C motion.
• Parachute Home: DTC premium home textile brand offering towels, bedding, and bath essentials with a focus on European-made quality. Overlaps with Vossen's premium, sustainability-positioned, online-led retail model.
• Onsen: Premium towel brand built around waffle/terry craftsmanship with DTC and select retail distribution. Comparable on premium positioning, towel category focus, and design-led branding.

Direct peers

• Matouk: US-based luxury linen maker with bath towels, robes, and bedding distributed through high-end retailers and DTC. Comparable premium home-textile positioning with strong e-commerce and hospitality channel.
• Frette: Iconic Italian luxury home textile manufacturer of premium towels, robes, and bedding. Direct overlap with Vossen on premium terry cloth positioning, European manufacturing heritage, and hospitality B2B channel.
• Yves Delorme: French premium home textile house with towels, bath linens, and robes sold DTC and through hotels/spas. Closely mirrors Vossen's premium positioning, OEKO-TEX-grade quality claim, and multi-channel European distribution.
• Christian Fischbacher: Austrian/Swiss premium home textile manufacturer with deep heritage, offering terry products and home linens. Comparable on European craftsmanship, premium-tier pricing, and hospitality channel.
• Abyss & Habidecor: Portuguese manufacturer of premium bath towels, robes, and bath mats. Direct competitor in the European premium terry cloth category, also serving hospitality and DTC consumers.
• Schlossberg: Swiss premium home textile brand specializing in towels, terry cloth bath mats, and bed linens produced in Europe. Directly comparable on European premium manufacturing, color/size breadth, and gift-grade positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/vossentowels

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Vossen