DIEL
DIEL is a Bulgarian direct-to-consumer ski apparel brand designing and manufacturing ski jackets, pants, anoraks, and accessories for men, women, and children. Operating an ISO-certified EU factory, it sells primarily in Bulgaria through its own e-commerce site and a dedicated B2B team-wear portal.
- Company typePrivate
- Founded2004
- HeadquartersBulgaria, Bulgaria
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What DIEL does
DIEL (operated by Спортисимо ООД / Sportissimo OOD) is a Bulgarian direct-to-consumer ski apparel brand headquartered in Lozenets, Sofia, Bulgaria. The company designs, manufactures, and sells ski jackets, pants, anoraks, and accessories for men, women, and children through its e-commerce storefront at dielsport.com, with jacket prices ranging from approximately EUR 281 to EUR 562 (BGN 550-1,100). It also operates a dedicated B2B portal at teamwear.dielsport.com serving ski schools and sports teams with custom uniforms, alongside a physical retail pickup option.
The company's core technical and brand asset is its ISO 9001-certified manufacturing facility in the Rhodope Mountains, Bulgaria, within the European Union, which the company states is listed among the best ski apparel manufacturers in the EU. Its flagship product line, the Antarctic Capsule, is a sub-brand developed over 20 years in collaboration with the Bulgarian Antarctic Expedition, with products marketed as tested in extreme Antarctic conditions and featuring 20,000mm waterproof specifications. Prof. Hristo Pimpirev, a Bulgarian polar explorer, serves as the public brand advocate. Core SKUs include the X-RAY, X-RAY PRIME W, CHESS, REA, PRINCE, X-RAK MAN, and X-RAK WOMAN lines.
DIEL's business model is one-time-purchase DTC apparel sales with a secondary B2B uniform stream. Distribution is primarily domestic Bulgarian through its own e-commerce platform, with free delivery on orders over BGN 150 and a 14-day return policy. The company operates with approximately 11 employees, has no disclosed venture capital or institutional investor involvement, and appears to be founder/owner-operated as an independent private business. Marketing is conducted through owned social channels (Facebook, Instagram, YouTube) and content on the corporate website.
DIEL firmographics
Firmographics- Name
- DIEL
- Legal name
- Спортисимо ООД
- Website
- https://bg.dielsport.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- DIEL is a Bulgarian direct-to-consumer ski apparel brand designing and manufacturing ski jackets, pants, anoraks, and accessories for men, women, and children. Operating an ISO-certified EU factory, it sells primarily in Bulgaria through its own e-commerce site and a dedicated B2B team-wear portal.
- Ownership category
- akta.pro rank
DIEL industry classification
Industry- Product category
- Winter Sports Apparel
- NAICS
- Apparel Accessories and Other Apparel Manufacturing (31599), Cut and Sew Apparel Contractors (315210)
- SIC
- Retail-Apparel & Accessory Stores (5600), Women's, Misses', And Juniors Outerwear (2330), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)
- akta.pro primary industry
- Ski & Snowboard Apparel Retail (Outerwear, Base Layers, Gloves, Socks) (CRAMAJAB)
- akta.pro secondary industries
- Winter Sports (Ski/Snowboard) Retail (CRAMABAJ), Ski & Snowboard Equipment Retail (Skis, Boards, Boots, Bindings, Poles) (CRAMAJAA), Winter Accessories & On-Mountain Essentials Retail (Hand/Foot Warmers, Packs, Hydration, Sunglasses) (CRAMAJAJ), Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI)
Keywords
Where DIEL is headquartered
LocationHeadquarters
- HQ city
- Bulgaria
- HQ country
- Bulgaria
- HQ region
- Europe
Offices1 record
Markets served
DIEL business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Ski and Winter Sports Apparel Sales: DIEL generates revenue through direct-to-consumer sales of ski equipment including jackets, pants, and accessories for men, women, and children. Products are sold as one-time purchases through their e-commerce platform with pricing ranging from approximately 280-560 EUR per item. Additional revenue stream includes team wear uniforms for ski schools and sports teams sold through dedicated teamwear subdomain.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Ski jackets for men, women, and children |
| Unit Pricing | Pay-as-you-go | Ski pants and accessories |
| Unit Pricing | Pay-as-you-go | Team Wear (B2B bulk orders) |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
DIEL product offering
Product offeringCore offering
DIEL designs, manufactures, and retails its own brand of ski and winter sports apparel—including ski jackets, anoraks, pants, and accessories for men, women, and children—through its e-commerce storefront dielsport.com. Production is conducted at an ISO-certified factory in the Rhodope Mountains, Bulgaria, with the Antarctic Capsule sub-brand offering extreme-cold apparel validated over 20+ years with the Bulgarian Antarctic Expedition. A separate Team Wear line provides custom uniforms for ski schools and sports teams via a dedicated B2B portal.
Product overview
DIEL is an online ski equipment retailer offering a unified product portfolio centered on winter sports apparel. The core product line consists of ski jackets (X-RAY, X-RAY PRIME W, CHESS, REA, PRINCE), ski anoraks (X-RAK MAN, X-RAK WOMAN), ski pants, and accessories for men, women, and children. The Antarctic Capsule sub-brand represents a specialized collection developed over 20 years in collaboration with the Bulgarian Antarctic Expedition, manufactured in Rhodopes and tested in extreme Antarctic conditions. Team Wear provides uniforms for teams and ski schools, manufactured in the EU at an ISO-certified facility. The portfolio also includes an OUTLET section for discounted items.
Differentiator
Problem solved
Functional benefit
Brands
- Antarctic Capsule: A capsule collection symbolizing protection at extreme conditions, providing safety, comfort, and confidence for adventures. This collection is designed for the Bulgarian Antarctic Expedition and represents the company's expertise in extreme weather apparel.
Products and services
- X-RAY PRIME W Women's premium ski jacket designed for winter sports and extreme conditions, featuring 20,000mm waterproof protection. Sold to individual female ski consumers through the DIEL e-commerce storefront.
- X-RAY Men's ski jacket designed for winter sports and extreme conditions, featuring 20,000mm waterproof protection. Sold to individual male ski consumers through the DIEL e-commerce storefront.
- REA Women's ski jacket designed for winter sports, featuring 20,000mm waterproof protection. Sold to individual female ski consumers through the DIEL e-commerce storefront.
- CHESS Men's ski jacket designed for winter sports, featuring 20,000mm waterproof protection. Sold to individual male ski consumers through the DIEL e-commerce storefront.
- X-RAK WOMAN Women's ski anorak designed for winter sports and outdoor activities, featuring 20,000mm waterproof protection. Sold to individual female ski consumers through the DIEL e-commerce storefront.
- X-RAK MAN Men's ski anorak designed for winter sports and outdoor activities, featuring 20,000mm waterproof protection. Sold to individual male ski consumers through the DIEL e-commerce storefront.
- PRINCE Men's ski jacket designed for winter sports, featuring 20,000mm waterproof protection. Sold to individual male ski consumers through the DIEL e-commerce storefront.
- Antarctic Capsule Specialized collection of extreme-cold winter apparel developed over 20+ years in collaboration with Bulgarian Antarctic Expedition scientists. Manufactured in the Rhodope Mountains and tested in Antarctic conditions; sold to consumers seeking premium extreme-weather protection.
- Team Wear Custom uniform production service for ski schools, sports clubs, and winter sports organizations, offering branded team apparel at scale. Orders are fulfilled at DIEL's ISO-certified EU factory and managed via the dedicated teamwear.dielsport.com B2B portal.
Quantifiable outcome
- 20+ years of continuous partnership with Bulgarian Antarctic Expedition
Companies that use DIEL
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles2 records
DIEL technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
DIEL partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Bulgarian Antarctic ExpeditioncoreDIEL has partnered with the Bulgarian Antarctic Expedition for over 20 years, developing specialized winter clothing collections designed for extreme Antarctic conditions. The partnership supports scientists working in extreme conditions by providing reliable and safe equipment. Prof. Hristo Pimpirev, Bulgarian scientist and polar explorer, serves as the primary contact and brand advocate, providing field testing feedback and endorsement for DIEL products.
Scale indicators3 records
Recent moves4 records
Expansion highlights3 records
DIEL competitors and assessment
Company assessmentDirect peers
- Descente: Japanese technical ski apparel brand with strong premium positioning and partnerships with national ski teams. Comparable to DIEL as a technical ski outerwear specialist whose credibility comes from extreme-condition validation and team endorsements.
- Spyder: US-based ski apparel specialist focused on technical jackets, pants, and racing team wear. Highly comparable to DIEL given its technical positioning, premium pricing, and dual DTC plus team/racing uniform motion.
- Goldbergh: Dutch premium women's ski and après-ski apparel brand with strong DTC and boutique distribution. Comparable to DIEL's premium women's ski jacket line and its emphasis on style-meets-performance positioning.
- Halti: Finnish ski and outdoor apparel brand with strong Nordic skiing heritage and own retail. Comparable to DIEL as a smaller-European technical ski apparel specialist with manufacturing roots and a cold-weather performance story.
- Helly Hansen: Norwegian-founded ski and sailing apparel brand with deep technical outerwear heritage, strong B2B teamwear business, and global DTC distribution. Directly comparable as a premium ski apparel specialist with manufacturing pedigree and a similar mix of consumer and institutional customers.
- Bogner: German premium ski and lifestyle apparel brand known for high-end ski jackets and team/sponsorship partnerships. Comparable to DIEL's premium-tier women's and men's ski jacket assortment (e.g., X-RAY PRIME W at €562) and Antarctic Capsule positioning.
- Picture Organic Clothing: French ski and snowboard apparel brand with sustainability credentials and DTC-led European distribution. Comparable to DIEL as an independent European ski apparel brand combining technical performance with brand storytelling.
- Toni Sailer: Austrian premium ski apparel brand with heritage in racing and luxury outerwear. Comparable to DIEL's premium men's and women's ski jacket pricing tier and emphasis on high-spec waterproof/insulated construction.
Broad incumbents
- Decathlon: Global sporting goods retailer and manufacturer with own ski apparel brands (Wed'ze, Quechua). Comparable as a broad incumbent that competes with DIEL on price and assortment in the Bulgarian market and across Europe.
Regional players
- Sport Vision: Leading multi-brand sports retailer in the Balkans/SEE region, including ski apparel. Comparable as a regional channel that shapes competitive dynamics for premium ski apparel brands like DIEL in adjacent markets.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
DIEL social profiles
Digital presenceDIEL compliance and trust
Trust signalCompliance1 record
DIEL financial estimates
Financial estimateRevenue estimate
Valuation estimate
DIEL leadership team
Management profileNumber of profiles
DIEL subsidiaries and ownership
Company hierarchySubsidiaries1 record
DIEL funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DIEL 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 DIEL
What does DIEL do?
DIEL designs, manufactures, and retails its own brand of ski and winter sports apparel—including ski jackets, anoraks, pants, and accessories for men, women, and children—through its e-commerce storefront dielsport.com. Production is conducted at an ISO-certified factory in the Rhodope Mountains, Bulgaria, with the Antarctic Capsule sub-brand offering extreme-cold apparel validated over 20+ years with the Bulgarian Antarctic Expedition. A separate Team Wear line provides custom uniforms for ski schools and sports teams via a dedicated B2B portal.
Is DIEL a public or private company?
DIEL is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was DIEL founded?
DIEL was founded in 2004. It employs 11 to 50 people.
Where is DIEL based?
DIEL is headquartered in Bulgaria, Bulgaria, in the Europe region.
How does DIEL make money?
One revenue line is on record: ski and Winter Sports Apparel Sales.
Who are DIEL's main competitors?
Direct peers on record are Descente, Spyder, Goldbergh, Halti, Helly Hansen, Bogner, Picture Organic Clothing and Toni Sailer. Decathlon is listed as a broad incumbent. Sport Vision is listed as a regional player.
Does DIEL have an API?
No public API is recorded for DIEL.
What industry is DIEL in?
DIEL's product category is Winter Sports Apparel. Its primary akta.pro industry code is CRAMAJAB, Ski & Snowboard Apparel Retail (Outerwear, Base Layers, Gloves, Socks), with a secondary code of CRAMABAJ, Winter Sports (Ski/Snowboard) Retail. Its NAICS code is 31599 and its SIC code is 5600.