What ENGELBERT STRAUß GMBH does

ENGELBERT STRAUß GMBH is the privately held German parent of the Strauss ("STRAUSS High Performance Workwear") workwear and occupational equipment retail brand. The company operates a direct-to-consumer e-commerce platform at strauss.com with country-specific storefronts serving 17 European markets (Austria, Germany, Switzerland, Netherlands, Belgium, France, Italy, Spain, Sweden, Denmark, Poland, Czech Republic, Slovakia, Slovenia, Croatia, Serbia, and the United Kingdom), supplemented by wholly-owned regional subsidiaries Strauss Österreich GmbH (headquartered at Deggendorfstraße 5, 4030 Linz, Austria) and Strauss America serving the United States. Its flagship offline presence is the 700m² Workwearstore showroom in Vienna. The catalog spans over 40,000 SKUs across five core categories: work clothing (Arbeitskleidung), safety and work footwear (Arbeitsschuhe/Sicherheitsschuhe, S1–S3 classifications), work protection equipment including UV-protective eyewear (Arbeitsschutz), professional tools (Werkzeuge), and operational supplies (Betriebsbedarf), organized primarily under the proprietary "e.s." sub-brand umbrella (e.g., e.s. St. Louis, e.s.ambition, e.s.motion, e.s.industry, e.s.work & travel).

The business model is a hybrid B2C/B2B direct-to-consumer retailer. Revenue is generated from unit-priced product sales (both own-label e.s. lines and third-party brands), customization services via the Strauss MyDesign platform (print/embroidery from 1 unit with 400+ motifs and custom upload), and bundled promotional sets ("Aktionssets") combining flexible color/size configurations. Distribution combines self-service online checkout with multiple payment integrations (Apple Pay, Google Pay, PayPal, credit card, bank transfer, prepayment, invoice) plus e-procurement integration for B2B procurement teams. Pricing is in euros with VAT-exclusive list pricing, free returns, free shipping above €180 (AT) / €150 (DE) thresholds, and recurring monthly discount campaigns up to 54% off. Marketing channels include owned country storefronts, email/newsletter, seasonal catalogues, Trustpilot reviews, and the Vienna retail showroom.

The customer base spans tradespeople and skilled labor (construction, electrical, plumbing, mechanical, carpentry), B2B corporate clients procuring team uniforms and bulk workwear, and apprentices/career starters targeted via Berufsstart bundles. The website recently introduced two-factor authentication (2FA) for account security. No founding date, revenue figures, management bios, funding rounds, M&A history, or AI/ML capabilities are disclosed in the available source material.

Name

ENGELBERT STRAUß GMBH

Legal name

ENGELBERT STRAUß GMBH

Website

https://engelbert-strauss.at

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

ENGELBERT STRAUß GMBH operates the Strauss workwear brand, a pan-European e-commerce retailer of professional workwear, safety footwear, PPE, tools, and operational supplies across 17 European countries and the US, serving tradespeople, B2B corporate clients, and apprentices via 40,000+ SKUs under the proprietary e.s. sub-brand.

Ownership category

akta.pro rank

Product category

Workwear & Occupational Safety Equipment Retail

NAICS

Clothing and Clothing Accessories Retailers (45811), Shoe Retailers (45821)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Shoe Stores (5661)

akta.pro primary industry

Workwear, Uniforms & Safety Apparel Retail (CRAAABAG)

akta.pro secondary industry

Workwear, Uniforms & Corporate Apparel Wholesale (CRAOADAF)

Keywords

• Professional workwear
• Safety footwear
• Work protection equipment
• Professional tools
• Operational supplies

Headquarters

HQ city

Linz

HQ country

Austria

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales (B2C & B2B): Core revenue stream from selling professional workwear, safety shoes, work protection gear, tools, and operational supplies directly to tradespeople, businesses, and apprentices via e-commerce and physical retail. Product mix includes both own branded lines (e.g., e.s.) and third-party brands. Additional revenue from customization/print & embroidery services.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

ENGELBERT STRAUß GMBH sells professional workwear, safety shoes, work protection equipment, professional tools, and operational supplies through its Strauss brand. The company operates a direct-to-consumer e-commerce platform with localized country storefronts across Europe plus a 700m² Workwearstore showroom in Vienna, complemented by B2B e-procurement and team outfitting services. Its e.s. sub-brand portfolio covers industrial, motion, ambition (UV), and work & travel lines, alongside the MyDesign print/embroidery customization service available from a single unit.

Product overview

ENGELBERT STRAUß GMBH operates Strauss.com as a comprehensive B2C and B2B workwear platform offering over 40,000 products across five core categories: work clothing (Arbeitskleidung), safety/work shoes (Arbeitsschuhe), work protection equipment (Arbeitsschutz), professional tools (Werkzeuge), and operational supplies (Betriebsbedarf). The product portfolio is organized primarily around the 'e.s.' sub-brand umbrella, which encompasses specific product lines including e.s. St. Louis low safety shoes, e.s.ambition eyewear, e.s.motion workwear, and e.s.industry industrial clothing. Additional offerings include the Strauss MyDesign customization service for personalized team apparel, Strauss Aktionssets promotional bundles, and UV-protection workwear. The company operates a physical retail presence (Workwearstore Wien) and provides services including logo printing/embroidery, e-procurement integration, and a product comparison feature.

Differentiator

Problem solved

Functional benefit

Brands

• e.s. Safety footwear line including S1 safety shoes
• e.s.work & travel
• Strauss MyDesign
• e.s.industry
• e.s.ambition

Quantifiable outcome

• Up to 54% discount on monthly promotional offers

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Portwest: Irish-headquartered workwear and PPE manufacturer with global distribution. Comparable breadth across workwear, safety footwear and PPE, targeting the same European trade and industrial customer base.
• Mascot International: Danish workwear manufacturer and brand selling certified workwear, safety footwear and PPE through European distributors and direct. Comparable mid-premium workwear positioning and tradesperson focus.
• Uvex Safety Group: German manufacturer of safety eyewear, gloves, helmets and protective footwear with strong European direct sales. Comparable focus on PPE, safety certification (S1–S3) and B2B industrial buyers.
• Würth (Adolf Würth GmbH & Co. KG): German family-owned B2B supplier of tools, fasteners, workwear and PPE to trades and industry across Europe. Highly comparable direct-sales, B2B-heavy model with overlapping product categories (workwear, safety, tools).
• Helly Hansen Workwear: Norwegian-headquartered workwear and PPE brand with strong European distribution. Comparable product mix (workwear, base layers, safety footwear) and overlap in trades, construction and industrial B2B customers.
• Snickers Workwear (Hultafors Group): Specialist European workwear brand selling trousers, jackets, tool vests and accessories to tradespeople via dealers and online. Closely comparable as a workwear-only specialist competing for the same tradesperson wallet and B2B team orders.
• Blaklader Workwear: Swedish workwear specialist selling trousers, jackets, safety shoes and accessories to tradespeople across Europe. Comparable product depth in workwear and overlap with construction, electrical and industrial end markets.

Broad incumbents

• Carhartt: US heritage workwear brand with growing European presence through wholesale and direct. Comparable workwear heritage and tradesperson DNA, but operates at much broader scale with a wider casual/work crossover assortment.
• Dickies: Global workwear and uniform brand owned by VF Corporation with deep wholesale distribution. Comparable workwear positioning, though distribution is dominated by third-party retail rather than direct-to-consumer e-commerce.
• Amazon Business: Broad-line B2B procurement marketplace selling workwear, tools and supplies to European business customers. Not a specialist, but competes directly on selection, price and procurement convenience for the same trade and SMB buyers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks1 record

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/engelbert-strau%C3%9F-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 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 ENGELBERT STRAUß GMBH