SOGGLE

What SOGGLE does

SOGGLE GmbH is a privately held German lifestyle accessories company founded in 2018 and headquartered in Bad Tölz, Bavaria. The company designs, sources, and sells multifunctional microfiber protective covers and apparel for ski goggles, helmet visors, sunglasses, headbands, and necktubes, serving winter sports enthusiasts and adjacent outdoor segments across DACH, Italy, Switzerland, and New Zealand. Its core technology is sublimation printing applied to an 87% polyester / 13% elastane elastic microfiber base, enabling detailed custom designs that are hand-printed in Germany; products are PFAS-free and packaged in 100% recycled beverage-carton cardboard, with manufacturing offshored to Sri Lanka under GSP+ working-condition standards. The portfolio spans the SOGGLE Standard, SOGGLE Vizor, SOGGLE Sun, SOGGLE Headband, SOGGLE Necktube, the SOGGLE Individual single-piece configurator, and the SOGGLE Custom B2B corporate branding service with a 100-piece minimum order quantity.

The business operates a hybrid go-to-market model combining direct-to-consumer e-commerce through its own online store (German and English, free shipping on 3+ products), wholesale distribution through European sports retailers with regional sales representatives, and custom B2B merchandise for ski resorts, ski schools, clubs, and brands. Unit pricing ranges from €14.95 for the Standard to €25.95 for customizable variants, with bundle AOVs of approximately €33-€40. Marketing relies on partnerships with national ski associations (DSV, BSV, DSLV), resort and infrastructure partners (Zermatt Riffalp, Doppelmayr, Bergwacht Bayern), recurring artist collaborations (Lukas Goller, Chris Menke), and the NO-Scratch Team ambassador program. The company is founder-led by Claudia Müller-Wörle with Melanie Kaindl as co-Managing Director, bootstrapped with no disclosed institutional funding, and operates with a headcount of 1-10.

Name

SOGGLE

Legal name

SOGGLE GmbH

Website

https://soggle.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

SOGGLE GmbH is a German founder-led accessories company that designs, custom-prints, and sells microfiber ski goggle and visor protectors, headbands, necktubes, and sunglasses covers to winter sports enthusiasts and outdoor consumers across DACH, Italy, Switzerland, and New Zealand via DTC e-commerce, retail, and B2B custom merchandise.

Ownership category

akta.pro rank

Product category

Winter Sports Accessories

akta.pro primary industry

Ski & Snowboard Protective Gear Retail (Helmets, Goggles, Pads, Back Protectors) (CRAMAJAC)

akta.pro secondary industry

Ski & Snowboard Apparel Retail (Outerwear, Base Layers, Gloves, Socks) (CRAMAJAB)

Keywords

• Ski goggle protectors
• Microfiber accessories
• Winter sports accessories
• Custom sublimation printing
• Protective headwear

Headquarters

HQ city

Bad Tölz

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Product Sales: Sells protective covers and accessories directly to consumers through the SOGGLE online store. Products include ski goggle protectors, visor protectors, headbands, necktubes, and sunglasses protectors at price points ranging from €14.95 to €25.95.
2. Custom Corporate Merchandise: Custom branding services for corporate customers including ski resorts, ski schools, ski clubs, and brands. Minimum order quantity of 100 pieces per style with attractive conditions for bulk orders.
3. Retail Distribution: Products sold through selected sports retailers across Europe, with representatives managing wholesale relationships in Germany, Austria, Italy, and New Zealand.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

SOGGLE GmbH designs, manufactures, and sells multifunctional microfiber protective covers and accessories for ski goggles, helmet visors, sunglasses, and outdoor apparel. The flagship is the SOGGLE standard ski goggle protector, expanded into the SOGGLE Vizor for helmet visors, SOGGLE Headband, SOGGLE Necktube, and SOGGLE Sun for sport sunglasses, plus personalized MY SOGGLE customization and a B2B corporate custom-branding service. Products are produced using proprietary sublimation printing on elastic microfiber, hand-printed in Germany, and assembled in Sri Lanka under GSP+ standards.

Product overview

SOGGLE is a specialty outdoor accessories company offering a portfolio of microfiber-based protective covers and apparel. The core product is the SOGGLE standard ski goggle protection, which expanded into the SOGGLE Vizor for helmet visors, SOGGLE Sun for sunglasses, SOGGLE Headband functional headbands, and SOGGLE Necktube multifunctional tubular scarves. All products feature mountain-themed sublimation prints and are made from elastic microfiber fabric. The portfolio includes customization services (SOGGLE Individual) for personal designs and B2B corporate branding (SOGGLE Custom). Products are bundled for savings and sold through e-commerce and retail partners. Production takes place in Sri Lanka with 100% recycled cardboard packaging.

Differentiator

Problem solved

Functional benefit

Products and services

• SOGGLE Standard ski goggle protector Multifunctional microfiber ski goggle protection with elastic band that fits over goggles to prevent scratches during lunch, après-ski, or transport, and also serves as a cleaning cloth for lenses.
• SOGGLE Vizor helmet visor protector Protective cover for helmet visors, fitting like a mini fitted sheet with elastic band, with two additional elastic bands and a fabric patch securing it in place to prevent scratching when not skiing.
• SOGGLE Headband with reversible design Functional headband with reversible design made from double-layered elastic microfiber, breathable yet heat-insulating, with slightly asymmetrical cut for perfect fit. One size fits all, suitable for skiing, hiking, biking, running, and other outdoor activities.
• SOGGLE Necktube multifunctional scarf Multifunctional tubular scarf made from soft SOGGLE microfiber fabric with mountain motifs. Wearable as scarf, headband, hat, or balaclava. High-elastic microfiber is breathable, heat-insulating, quick-drying, and comfortable without constricting.
• SOGGLE Sun sunglasses protector Protective cover for sport and sunglasses (formerly SOGGLE mini). Elastic microfiber fits various sunglass shapes and also serves as a cleaning cloth.
• SOGGLE Individual customization service (MY SOGGLE) Customization service allowing consumers to design personalized SOGGLE products with their own photos, text, or logos via an online 2D configurator. Sublimation printing with minimum 1000x500px/300dpi resolution and production ready within 24-48 hours.
• SOGGLE Custom corporate branding service Custom branding service for corporate customers including ski schools, ski clubs, resorts, and brands with custom logos and designs on all SOGGLE products. Minimum order quantity 100 pieces per style, with design consultation and coordination included.

Quantifiable outcome

• 12,000+ satisfied customers
• +2 more outcomes

Named customers8 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

Integration4 records

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Deutscher Skiverband (DSV)coreStrategic or Co-development Partner · 1 January 2020Partnership since the 2020-21 season supporting youth development programs of the German Ski Association. SOGGLE provides custom-branded products featuring DSV branding.
• Austrian Race SeriescoreStrategic or Co-development Partner · 1 January 2020Partnership since the 2020-21 season with Austrian ski racing series, providing SOGGLE products for events and participants.
• skiline.cccoreStrategic or Co-development Partner · 1 January 2020Partnership since the 2020-21 season with the ski tracking and statistics platform skiline.cc.
• Stiftung SchneekristalleminorStrategic or Co-development PartnerCharity partnership where the entire proceeds from Snow Crystals SOGGLE product sales benefit the Schneekristalle Foundation.
• Bayerischer Skiverband (BSV)coreStrategic or Co-development PartnerOfficial partner of the Bavarian Ski Association with custom-branded SOGGLE products featuring BSV branding.
• Dein Winter. Dein Sport. InitiativecoreStrategic or Co-development PartnerActive supporter of the German winter sports initiative 'Your Winter. Your Sport.' with custom-designed SOGGLE products.
• Deutscher Skilehrerverband (DSLV)coreStrategic or Co-development PartnerPartnership with the German Ski Instructor Association, providing SOGGLE products and visibility among professional instructors.
• Zermatt RiffalpminorGTM or Marketing PartnerSki resort partner using custom-branded SOGGLE vizor and standard products with resort branding.
• Bergwacht Bayern (Bavarian Mountain Rescue)minorGTM or Marketing PartnerPartnership with Bavarian Mountain Rescue Service with custom-branded SOGGLE products for visibility.
• DoppelmayrminorGTM or Marketing PartnerPartnership with cable car manufacturer Doppelmayr using custom-branded SOGGLE products.
• Lukas Goller (Artist)minorStrategic or Co-development PartnerCollaboration with South Tyrolean artist and former snowboard pro Lukas Goller for the Artist Collection 'MY SOGGLE. MY ELEMENT.' featuring four elemental designs (fire, water, earth, air).
• Chris Menke (Artist)minorStrategic or Co-development PartnerCollaboration with Munich artist Chris Menke for the 2025/26 Artist Series featuring Mountain Animals motifs (eagle, bear, moose, capricorn).

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Komperdell: Austrian alpine sports brand producing poles, protective gear, and accessories. Comparable Alpine heritage and retail channels as SOGGLE, with broader product portfolio.
• Smith Optics: A leading global ski goggle and helmet brand. Smith is a broad incumbent whose product ecosystem overlaps with SOGGLE's use case; could launch or bundle proprietary goggle protectors as a natural extension of its goggle line.
• POC Sports: Premium protective gear brand for skiing, cycling, and snowboarding. POC competes in adjacent protective categories and is a credible entrant into the goggle/visor protector niche from a brand-equity perspective.
• Dakine: Established ski/snowboard accessories and apparel brand with strong goggle, glove, and bag categories. Dakine is a broad incumbent in the same retail shelf and could extend into protector-style accessories.
• Giro Sport Design: Major ski helmet and goggle manufacturer. Giro's helmet and visor helmets are the platforms SOGGLE protects; a visor-protector SKU from Giro would directly compete with SOGGLE Vizor.
• Atomic (Amer Sports): Global ski equipment and accessories brand under Amer Sports. Atomic operates in the same ski retail channels and customer segment as SOGGLE, with substantially broader cross-sell potential that could threaten niche accessory brands.

Direct peers

• Buff (Original Buff): Buff is the global category leader in multifunctional tubular microfiber neck/headwear (the original 'Buff' tube). SOGGLE's Necktube and Headband directly compete in the same microfiber neckwear form factor used across skiing, hiking, biking, and running.
• Bula: Bula is a Swiss-based accessories brand specializing in multifunctional headwear, beanies, and neckwear for winter sports. Its product mix overlaps with SOGGLE's Headband and Necktube categories and shares the Alpine winter sports customer base.
• COMODO Sports: A European competitor selling protective covers and accessories for ski goggles and helmets. Comparable niche positioning, similar microfiber-based goggle protectors, and overlapping Alpine retail distribution channels.

Regional players

• Hestra: Swedish heritage glove and accessory brand for skiing and outdoor use. While primarily a glove maker, Hestra shares SOGGLE's premium sourcing and European ski audience, and competes for accessory wallet share within the same lift-line retail environment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/mysoggle
• Instagraminstagram.com/soggle
• LinkedInlinkedin.com/company/soggle

Compliance2 records

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 SOGGLE