Southern Shores

What Southern Shores does

Southern Shores GmbH is a German direct-to-consumer sustainable yoga products company founded in 2018 and headquartered in Hohenwestedt, Schleswig-Holstein. The company designs and sells yoga mats and accessories built around a strict zero-new-plastic policy: the flagship Ocean Mat 2.0 and the lighter Ocean Mat Travel are constructed from FSC-certified natural rubber (FSC N003254) sourced from certified plantations in Guatemala, combined with recycled natural rubber and organically grown cotton. The Ocean Bag accessory is made from ECONYL regenerated nylon derived from recycled fishing nets. Manufacturing is outsourced to Divertimento Inc. (part of SJ Group) in Taiwan under certified fair labor conditions.

The company operates exclusively through its own e-commerce storefront at southernshores.de, shipping to Germany (€5 flat), the broader EU (€9.99 flat), and internationally (€24.95 flat). Revenue is generated entirely through one-time product purchases (no subscription), with prices ranging from €27.98 for the Ocean Bag to €94.95 for the Ocean Mat 2.0 at full retail, plus digital gift cards in five denominations. Customer acquisition is driven by content marketing through 'The Conscious Yogi' blog, organic social on Instagram and Facebook, an affiliate program via goaffpro.com, email newsletters, and earned media in German sustainability outlets. The company donated 1% of sales to Whale and Dolphin Conservation (WDC) and founded the independent Clean Beach Initiative (registered association in Spain) running weekly beach cleanups in Barcelona.

The company is currently winding down operations. The website displays a closing-down sale with up to 60% discounts, and all product SKUs show as sold out. There is no evidence of external institutional investment; Lasse Homfeld serves as sole Managing Director. The ISPO Brandnew Award 2021 (the most prestigious sports-industry startup award) recognized the Ocean Mat's combination of performance and sustainability, but the company did not scale to a point of operational sustainability, and current indicators confirm an active shutdown rather than a pivot.

Name

Southern Shores

Legal name

Southern Shores GmbH

Website

https://southernshores.de

Company type

Private

Founded year

2018

Operating status

Closed

Headcount range

1–10 employees

Short description

Southern Shores GmbH is a German direct-to-consumer brand (founded 2018) selling FSC-certified natural rubber yoga mats and recycled-nylon accessories across Europe via its own e-commerce storefront; the company is currently winding down operations with all inventory sold out.

Ownership category

akta.pro rank

Product category

Sustainable Yoga Equipment

SIC

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

akta.pro primary industry

Water Sports & Marine Recreation Retail (Paddle/Surf/Dive/Boat Accessories) (CRAMABAI)

Keywords

• Sustainable yoga mats
• Eco yoga accessories
• Natural rubber yoga equipment
• Recycled nylon yoga bags
• Ocean friendly yoga products

Headquarters

HQ city

Hohenwestedt

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-commerce Product Sales: Direct-to-consumer online sales of yoga mats (Ocean Mat, Ocean Mat Travel) and yoga accessories (Ocean Bag, yoga straps). Products are sold as one-time purchases with no subscription model. All products currently show as sold out, with a closing-down sale offering up to 60% discounts. The company also sells gift cards in denominations of €10, €25, €50, €90, and €150.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Southern Shores sells sustainably manufactured yoga mats and accessories through its own DTC e-commerce store. The core line is the Ocean Mat 2.0 (4mm, ~2.4kg) and Ocean Mat Travel (1.5mm, ~900g), both made from FSC-certified natural rubber and recycled natural rubber with organic cotton. The line is completed by the Ocean Bag, a carrying case made from ECONYL regenerated nylon (recycled fishing nets).

Product overview

Southern Shores is a sustainable yoga products company that manufactures eco-friendly yoga mats and accessories. The core product line consists of two yoga mat variants: THE OCEAN MAT (standard, 4mm thick, 2.4kg) and OCEAN MAT TRAVEL (lightweight travel version, 1.5mm thick, 900g), both made from FSC-certified natural rubber. The product portfolio is complemented by the OCEAN BAG, a yoga mat carrying case made from recycled fishing nets (ECONYL nylon), and digital gift vouchers. All products share a unified sustainability mission centered on ocean protection, with 1% of sales donated to the Whale and Dolphin Conservation organization. The company is currently conducting a clearance sale (up to 60% off) and appears to be shutting down operations.

Differentiator

Problem solved

Functional benefit

Products and services

• THE OCEAN MAT Sustainable yoga mat made from FSC-certified eco natural rubber (FSC N003254) and recycled natural rubber with an organically grown cotton stabilizing interior layer. 4mm thick, 183cm x 61cm, approximately 2.4kg. Available in 4 colors (Ocean Turquoise, Forest Green, Bordeaux Red, Deep Sea Black). 100% slip-resistant, biodegradable, CO2-neutral shipping, with 1% of sales donated to Whale and Dolphin Conservation.
• Ocean Mat Travel Ultra-lightweight travel yoga mat for yogis on the go. Made from FSC-certified eco natural rubber (FSC N003254) with organically grown cotton as a stabilizing layer. 1.5mm thick, 183cm x 61cm, approximately 900g. Available in 4 colors (Ocean, Forest, Plum, Black). Designed for portability while retaining the brand's sustainability credentials.
• Ocean Bag Yoga mat carrying bag made from 100% recycled nylon (ECONYL) produced from discarded fishing nets and other nylon waste. Protects the yoga mat during transport with a spacious main compartment, external zip pocket, large zip opening, and adjustable shoulder strap. Dimensions: 66 x 19cm. Available in 2 colors (Anthracite, Sand). Supports ocean protection by repurposing fishing nets and produces approximately 90% lower greenhouse-gas emissions than virgin oil-based nylon.
• Gift Voucher Digital gift voucher redeemable against Southern Shores' sustainable yoga products. Delivered via email with redemption instructions. Available in denominations of €10, €25, €50, €90, and €150.

Quantifiable outcome

• 35kg CO2 stored per Ocean Mat through sustainable rubber sourcing and transport offsetting
• +4 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration19 records

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Clean Beach Initiative (Registered Association)coreStrategic or Co-development Partner · 1 January 2018Founded by Southern Shores as an independent registered association (e.V.) in Spain. The initiative organizes weekly beach cleanups in Barcelona, removing multiple tonnes of plastic waste and hundreds of thousands of cigarette butts from Barcelona's beaches each year. To ensure the initiative's future is not dependent on Southern Shores' commercial success, it was established as an independent nonprofit that can raise funds through corporate participation, fundraising events, and sponsorships.
• Whale and Dolphin Conservation (WDC)coreStrategic or Co-development PartnerSouthern Shores partners with WDC as part of its Whale Friendly Yoga initiative. The company donates 1% of all sales directly to WDC for global whale and dolphin protection. This partnership is central to the brand's identity and value proposition, with each product purchase explicitly supporting WDC's mission to stop whaling, close dolphinariums, protect marine habitats, and end bycatch.
• Divertimento Inc. (Part of SJ Group)coreStrategic or Co-development PartnerManufacturing partner based in Taiwan. Divertimento Inc. produces Southern Shores' yoga mats under fair labor conditions including: insurance for every employee and their families, training and further education opportunities, active welfare committee/union, and pension, health, and support programs for weddings, births, and illness. The company emphasizes both social and ecological sustainability in selecting this production partner.
• CleanSeaminorGTM or Marketing PartnerSwedish volunteer organization founded in 2018 by twins Mikaela and Lukas as a school project. CleanSea organizes cleanups along the Swedish west coast where the North and Baltic Seas meet, an area that accumulates significant marine debris. Southern Shores supported CleanSea through its 'Tip for the Oceans' program, providing a platform to collect donations through the online shop. CleanSea removes 5 plastic bottles from the Swedish coast for every €1 donated.
• Various Small Ocean Protection NGOs (Rotating)minorGTM or Marketing PartnerThrough the 'Tip for the Oceans' program, Southern Shores regularly features small ocean protection organizations on its website every two months. Instagram followers vote to select which organization receives donations collected during checkout. The program specifically targets small, volunteer-led organizations that can achieve significant impact with relatively small donations, unlike large well-funded NGOs.
• Team Trans Hamburg GmbHminorImplementation/ SI/ Consulting PartnerFulfillment partner located in Hamburg, Germany (Nordersand 1, 20457 Hamburg). Handles order fulfillment and shipping logistics for all Southern Shores orders, managing the shipping process from warehouse to end customer.

Scale indicators12 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• Liforme: Premium yoga mat brand emphasizing natural rubber and environmental responsibility with alignment-based design. Comparable to Southern Shores on materials philosophy and premium positioning, competing for the same eco-conscious yogi segment globally.
• Yoga Design Lab: Yoga mat and accessories brand emphasizing sustainable materials (natural rubber, recycled materials) and design-forward aesthetics. Peer in the eco-friendly yoga product category with similar DTC and retail distribution strategy.
• Manduka: Premium yoga mat and accessories brand with strong sustainability credentials (recycled-material mats, Lifetime Guarantee). Directly competes with Southern Shores in the eco-conscious yoga mat segment and represents what a scaled version of Southern Shores could look like.
• Jade Yoga: U.S.-based natural rubber yoga mat manufacturer with a sustainability mission (planting trees with each mat sold). Direct peer in the natural rubber yoga mat category and a comparable competitor in the 'eco yoga mat' niche Southern Shores targeted.
• B Yoga: Sustainable yoga products brand using natural rubber and recycled materials in mats and accessories. Direct competitor to Southern Shores in the eco-conscious yoga mat segment with international DTC distribution.

Broad incumbents

• Lululemon: Global yoga and athleisure leader with growing sustainability initiatives (Like New, recycled-material products). Represents the scale destination in the yoga category and a competitor for the same eco-conscious consumer wallet share.
• Gaiam: Established yoga and wellness brand with broad mat, apparel, and accessories portfolio including sustainable lines. Overlaps with Southern Shores on yoga mat category but operates at much larger scale across multiple price points.
• Patagonia: Iconic sustainable outdoor and lifestyle brand with strong environmental activism ethos and FSC/organic material sourcing. While not a yoga-focused brand, comparable to Southern Shores on sustainability rigor and the integration of environmental mission with product.
• prAna: Sustainable apparel and lifestyle brand (Columbia Sportswear subsidiary) expanding into yoga and wellness. Comparable in sustainability positioning and target demographic, but with broader apparel portfolio and significantly larger retail footprint.

Emerging players

• ekohlife: Smaller direct-to-consumer sustainable yoga brand using natural materials and recycled fabrics. Comparable emerging competitor in the eco yoga mat and accessories space with similar premium pricing and sustainability-first positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/southernshoresyoga
• LinkedInlinkedin.com/company/southern-shores-gmbh

Compliance4 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 Southern Shores