MyShoes SE
MyShoes SE is a German footwear retailer founded in 2004 and headquartered in Essen, operating within the DEICHMANN SE retail ecosystem. It sells branded shoes, apparel, and accessories for women, men, and children via e-commerce, a mobile app, and an extensive physical store network in Germany.
- Company typePrivate
- Founded-
- Headquarters—
- Headcount11–50
- GTM typeB2C
- OfferingServices
What MyShoes SE does
MyShoes SE is a German footwear retailer founded in 2004 and headquartered in Essen, North Rhine-Westphalia. The company operates within the broader DEICHMANN SE retail ecosystem and is recorded with a headcount of 39 employees, suggesting it functions as a focused operating entity within a much larger group-level retail footprint that includes more than 1,200 physical stores across Germany. Its commercial activity spans women's, men's, and children's footwear and accessories, sold via an omnichannel model that combines brick-and-mortar retail with a full e-commerce storefront, dedicated iOS/Android mobile app, free Click & Collect service, and multi-carrier shipping.
The core product offering is third-party branded footwear distributed under license from global brands including adidas, Nike, Skechers, FILA, Puma, New Balance, Crocs, ESPRIT, bugatti, Mustang, Kappa, and Graceland. Categories range across sneakers, sandals, pumps, ballerinas, business shoes, comfort shoes, boots, sports shoes, and children's first-walking shoes (Lauflernschuhe). The assortment has been extended beyond footwear into adjacent categories: clothing (Bekleidung), sportswear and sports bags (Sportbekleidung & Sporttaschen), and accessories such as bags, backpacks, shoe care products, hats, wallets, scarves, and gloves. Online-exclusive SKUs are used as a digital-channel differentiator.
The revenue model is direct-to-consumer mass-market footwear retail with affordability positioning: prices are displayed in EUR with recurring promotions of up to 50% off, free standard shipping above a €39 order threshold, a 30-day Bestpreis price-protection guarantee, and free 30-day returns. Payment options include PayPal, Klarna buy-now-pay-later, VISA, and MasterCard. Customer acquisition is executed across an unusually broad digital channel mix — Facebook, Instagram, TikTok, YouTube, Pinterest, Xing, and LinkedIn — supplemented by an email newsletter with a 10% discount incentive, the Shoe Fashion online magazine, and seasonal promotional campaigns including Black Friday and Singles Day. The EHI Geprüfter Online-Shop certification is displayed as a trust signal. No proprietary technology, AI/ML capability, or differentiating platform architecture is disclosed in the source material.
MyShoes SE firmographics
Firmographics- Name
- MyShoes SE
- Legal name
- DEICHMANN SE
- Website
- https://myshoes.de
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- MyShoes SE is a German footwear retailer founded in 2004 and headquartered in Essen, operating within the DEICHMANN SE retail ecosystem. It sells branded shoes, apparel, and accessories for women, men, and children via e-commerce, a mobile app, and an extensive physical store network in Germany.
- Ownership category
- akta.pro rank
MyShoes SE industry classification
Industry- Product category
- Footwear Retail
- NAICS
- Shoe Retailers (45821), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)
- SIC
- Retail-Shoe Stores (5661), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Athletic Footwear & Sport Apparel Retail (CRAMABAC)
Keywords
MyShoes SE business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Distribution channels4 records
Marketing channels5 records
MyShoes SE product offering
Product offeringCore offering
MyShoes SE sells affordable footwear, clothing, and accessories for women, men, and children through both an online e-commerce platform and a network of over 1,200 physical retail stores in Germany. The assortment covers sneakers, sandals, pumps, boots, business shoes, comfort shoes, sports shoes, children's footwear, and casual apparel, plus accessories such as bags, caps, scarves, and shoe care items. Branded merchandise from partners like adidas, Nike, Skechers, PUMA, FILA, New Balance, Crocs, and ESPRIT is offered alongside own-brand lines, with services such as Click & Collect, free in-store returns, and a mobile app supporting the omnichannel experience.
Product overview
DEICHMANN is a pan-European shoe retailer operating both an e-commerce platform and over 1,200 physical stores. The core offering consists of footwear for women (Damen Schuhe), men (Herren Schuhe), and children (Kinder Schuhe) across diverse categories including Sneaker, Sandalen, Pantoletten, Halbschuhe, Pumps, Ballerinas, Boots, Stiefel, Komfortschuhe, Lederschuhe, Sportschuhe, Hausschuhe, Business Schuhe, and more. The product portfolio extends to clothing (Bekleidung), sports apparel (Sportbekleidung), accessories (Taschen, Rucksäcke, Schuhzubehör, Mützen, Geldbörsen, Schals, Handschuhe), and branded merchandise from partners including adidas, Nike, SKECHERS, PUMA, FILA, New Balance, ESPRIT, Crocs, Bench, Buffalo, Graceland, elefanten, Catwalk, bugatti, Mustang, and Kappa. Additional services include a Sale section (up to 50% discounts), Online Exklusiv products, and Click & Collect (free store pickup/return).
Differentiator
Problem solved
Functional benefit
Products and services
- Women's Footwear (Damen Schuhe) Footwear assortment for women covering Sneaker, Sandalen, Pantoletten, Halbschuhe, Pumps, Ballerinas, Komfortschuhe, Lederschuhe, Sportschuhe, Hausschuhe, Leinenschuhe, Boots, Stiefeletten, Stiefel, and Winterboots for office, casual, sports, and special-event occasions.
- Men's Footwear (Herren Schuhe) Footwear assortment for men including Sneaker, Sandalen, Pantoletten, Halbschuhe, Badeschuhe & Slides, Sportschuhe, Business Schuhe, Komfortschuhe, Hausschuhe, Lederschuhe, Leinenschuhe, and Boots & Stiefel for office, leisure, and sports use.
- Children's Footwear (Kinder Schuhe) Footwear for children from babies to teenagers, including Sandalen, Sneaker, Badeschuhe & Slides, Lauflernschuhe, Halbschuhe, Klettschuhe, Hausschuhe, Sportschuhe, Ballerinas, Boots & Stiefel, Snow- & Winterboots, and Gummistiefel for all weather conditions and developmental stages.
- Sale Kollektion Discounted footwear and accessories across women, men, and children categories with savings up to 50% off.
- Bekleidung (Clothing) Clothing assortment including T-Shirts & Tops, Pullover & Sweatshirts, Jogging- & Trainingshosen, Shorts, Trainingsanzüge, Nacht- & Unterwäsche, and Socken for all genders.
- Sportbekleidung & Sporttaschen Sports apparel and sports bags for various sports activities, offered across women's, men's, and children's categories.
- Accessoires Accessories including Taschen, Rucksäcke, Schuhzubehör, Mützen & Caps, Geldbörsen, Schals, and Handschuhe for all genders.
- Click & Collect Service Free in-store pickup and return service allowing customers to order online and collect or return items in any of over 1,200 physical stores, with no minimum purchase requirement.
- DEICHMANN Mobile App Mobile shopping application available on Google Play Store and Apple App Store, enabling mobile browsing and purchasing of the full product catalog.
- Online Exklusiv Products Product assortment exclusive to the e-commerce platform and not available in physical retail stores.
Companies that use MyShoes SE
Customer profileSegments3 records
Ideal customer profiles3 records
MyShoes SE technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
MyShoes SE partnerships and signals
Strategic signalRecent moves6 records
Expansion highlights5 records
MyShoes SE competitors and assessment
Company assessmentDirect peers
- Snipes: German-headquartered sneaker and streetwear-focused footwear and apparel retailer with strong physical and online presence. Overlaps with the athletic/sneaker category at accessible price points.
- Decathlon: Global sporting goods generalist retailer with extensive German footprint. Overlaps with the athletic footwear, sports apparel, and accessories categories at value price points.
- Otto (Otto Group): Major German online general merchandise retailer with substantial footwear category. Comparable in broad demographic targeting and German consumer reach, though broader assortment beyond shoes.
- Görtz: Traditional German footwear retail chain operating physical stores and an online shop. Closely comparable in family-oriented assortment, multi-brand strategy, and store-based omnichannel model.
- SportScheck: German sporting goods multi-channel retailer carrying athletic footwear, sports apparel, and accessories. Directly comparable in athletic brand assortment and family-oriented positioning.
- Zalando: Europe's largest online fashion and footwear platform, headquartered in Germany. Direct competitor in mid-market family and athletic footwear, with overlapping brand assortments (Nike, adidas, Puma) and comparable price positioning.
- CCC (eobuwie/Modivo Group): Large European footwear retail chain (Polish-headquartered) with growing German presence. Comparable family and value-oriented footwear assortment and multi-channel strategy.
- Reno (HR Group): German and European shoe retail chain under the HR Group. Directly comparable family footwear assortment, value-led pricing, and physical-store-heavy distribution model.
- Foot Locker: Global athletic footwear and apparel specialist with significant German retail footprint. Directly comparable in athletic brand assortment (Nike, adidas, Puma, Skechers) and youth/family demographic targeting.
Broad incumbents
- DEICHMANN SE: Parent group and largest German shoe retailer, operating under the same SE corporate structure. Comparable in assortment, customer base, and store economics, but at significantly larger scale across multiple banners including MyShoes.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
MyShoes SE social profiles
Digital presenceMyShoes SE compliance and trust
Trust signalCompliance1 record
MyShoes SE financial estimates
Financial estimateRevenue estimate
Valuation estimate
MyShoes SE leadership team
Management profileNumber of profiles
MyShoes SE funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MyShoes SE 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 MyShoes SE
What does MyShoes SE do?
MyShoes SE sells affordable footwear, clothing, and accessories for women, men, and children through both an online e-commerce platform and a network of over 1,200 physical retail stores in Germany. The assortment covers sneakers, sandals, pumps, boots, business shoes, comfort shoes, sports shoes, children's footwear, and casual apparel, plus accessories such as bags, caps, scarves, and shoe care items. Branded merchandise from partners like adidas, Nike, Skechers, PUMA, FILA, New Balance, Crocs, and ESPRIT is offered alongside own-brand lines, with services such as Click & Collect, free in-store returns, and a mobile app supporting the omnichannel experience.
Is MyShoes SE a public or private company?
MyShoes SE is a private company. It is classified as unknown and is currently operating.
When was MyShoes SE founded?
MyShoes SE was founded in -1. It employs 11 to 50 people.
Who are MyShoes SE's main competitors?
Direct peers on record are Snipes, Decathlon, Otto (Otto Group), Görtz, SportScheck, Zalando, CCC (eobuwie/Modivo Group), Reno (HR Group) and Foot Locker. DEICHMANN SE is listed as a broad incumbent.
Does MyShoes SE have an API?
No public API is recorded for MyShoes SE.
What industry is MyShoes SE in?
MyShoes SE's product category is Footwear Retail. Its primary akta.pro industry code is CRAMABAC, Athletic Footwear & Sport Apparel Retail. Its NAICS code is 45821 and its SIC code is 5661.