Möve
Möve is a German family-owned textile manufacturer (founded 1927) that designs, weaves, and finishes terry towels, bathrobes, bath mats, and bedding in-house at its Großschönau, Saxony facility. It sells primarily direct-to-consumer via moeve.de and to hospitality accounts via moeve-professional.de across nine European countries.
- Company typePrivate
- Founded1927
- HeadquartersGroßschönau, Germany
- Headcount101–250
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Möve does
Möve (möve frottana Textil GmbH & Co. KG) is a German family-owned textile manufacturer founded in 1927, headquartered and producing in Großschönau, Saxony. The company designs, weaves, dyes, and finishes terry cloth (Frottier) products entirely in-house at its Saxony facility, which is powered by its own on-site solar installation. Its product portfolio spans towels (hand, shower, sauna, bath, beach, guest), bathrobes, bath mats, bathroom accessories, and bedding, organized around long-running Classics collections — including the cult-status Superwuschel line in continuous production since 1975 — and seasonal Editions collections (Geometric Shapes, Tide, Monochrome, Soft Silence, Summer Daylight). Technical differentiators include the proprietary Comfort Finish treatment, distinctive Waffelpiqué (honeycomb) and Jacquard weaving techniques, 550 g/m² weight on Superwuschel, and OEKO-TEX Standard 100 Product Class 1 certification across multiple core lines.
The company's business model is direct-to-consumer e-commerce at moeve.de, supplemented by a dedicated B2B portal at moeve-professional.de serving hotels, spas, and hospitality accounts. Revenue is generated through unit-priced transactional sales rather than subscriptions; pricing ranges from entry-level towels around €11.87 on sale to premium homewear at €239, with value-priced set bundles (4-piece, 10-piece) and seasonal promotions up to 50% off. Marketing relies on owned channels — the e-commerce site, blog, Möve Friends newsletter with a 10% welcome discount, plus Facebook, Instagram, and Pinterest — alongside seasonal sale campaigns. Geographic reach spans at least nine European countries (Germany, Austria, Belgium, Netherlands, France, Italy, Spain, Poland, UK). Möve operates as a private, family-owned company with no disclosed external investment, parent company, or subsidiaries beyond the wholly-owned MÖVE Professional B2B unit.
The customer base is split between private households (primary segment) purchasing premium, OEKO-TEX-certified bathroom textiles for personal use, and commercial accounts (secondary segment) procuring linens for hospitality and wellness facilities. With 101-250 employees and no disclosed funding rounds or revenue figures, Möve profiles as a stable, heritage-driven mid-sized European manufacturer leveraging brand and craftsmanship rather than scale or technology for differentiation.
Möve firmographics
Firmographics- Name
- Möve
- Legal name
- Möve (moeve.de)
- Website
- https://moeve.de
- Company type
- Private
- Founded year
- 1927
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Möve is a German family-owned textile manufacturer (founded 1927) that designs, weaves, and finishes terry towels, bathrobes, bath mats, and bedding in-house at its Großschönau, Saxony facility. It sells primarily direct-to-consumer via moeve.de and to hospitality accounts via moeve-professional.de across nine European countries.
- Ownership category
- akta.pro rank
Möve industry classification
Industry- Product category
- Bath Linens and Home Textiles
- NAICS
- Home Furnishings Retailers (44912), Curtain and Linen Mills (31412)
- SIC
- Retail-Home Furniture, Furnishings & Equipment Stores (5700), Broadwoven Fabric Mills, Cotton (2211)
- akta.pro primary industry
- Bath Linens Retail (Towels, Bath Mats, Robes) (CRAIALAB)
- akta.pro secondary industries
- Bath & Kitchen Linen Manufacturing (Towels/Washcloths/Bathmats/Dish Towels) (IMAOAKAB), Bedding Retail (Sheets, Comforters, Duvets, Pillows, Mattress Toppers) (CRAIALAA)
Keywords
Where Möve is headquartered
LocationHeadquarters
- HQ city
- Großschönau
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Möve business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Sales (B2C): Möve generates revenue through direct-to-consumer online sales via their moeve.de e-commerce platform, selling towels, bathrobes, bath mats, accessories, and bedding directly to end consumers. The model is one-time transactional with no recurring subscription component.
- B2B Business Sales (Möve Professional): Separate B2B portal at moeve-professional.de serves business customers, suggesting commercial/hospitality accounts as a revenue channel.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Superwuschel Handtuch 50x100cm |
| Unit Pricing | Pay-as-you-go | Superwuschel Handtuchset 4-TLG |
| Unit Pricing | Pay-as-you-go | Bliss Handtuchset 10-TLG |
| Unit Pricing | Pay-as-you-go | Superwuschel Bademantel mit Kapuze |
| Unit Pricing | Pay-as-you-go | Homewear Morgenmantel |
| Other | Pay-as-you-go | Free Shipping Threshold |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels7 records
Möve product offering
Product offeringCore offering
Möve designs, manufactures, and sells premium terry cloth (Frottier) bathroom textiles — towels, bathrobes, bath mats, bath accessories, and coordinated bedding — through its own direct-to-consumer e-commerce shop (moeve.de) and a dedicated B2B portal (moeve-professional.de) serving hotels, spas, and hospitality clients. All products are woven, dyed, and finished in-house at the Großschönau, Saxony facility, with flagship collections such as Superwuschel (in production since 1975), Bliss, Piquée, Brooklyn, Loft, Bamboo Luxe, and seasonal editions.
Product overview
Möve is a German family-owned textile company (founded 1927) specializing in bathroom textiles and bedding. The company operates as a direct-from-manufacturer e-commerce platform selling its own branded products. The portfolio is organized into two main divisions: (1) Classics collections including Superwuschel (cult-status towel since 1975), Bliss, Piquée, Brooklyn, Loft, Bamboo Luxe, Homewear, and Soft Hug for children; and (2) Editions seasonal collections featuring Geometric Shapes, Tide, Monochrome, Soft Silence, and Summer Daylight. Additional product lines include Home Spa offerings (Wellness, Eden, Calm Essence) and Luxury/Noblesse bedding. Core product categories span towels (hand, shower, sauna, guest, bath), bathrobes, bath mats, bath accessories (soap dispensers, mirrors, storage), and bedding. All Frottierwaren (terry cloth products) are designed, woven, dyed, and finished in-house at the Großschönau/Sachsen facility using premium cotton and innovative materials including bamboo fiber blends.
Differentiator
Problem solved
Functional benefit
Brands
- Superwuschel: Classic terry cloth collection made from premium cotton, known for exceptional softness and high absorbency, in production since 1975
- Piquée
- Bliss
- Brooklyn
- Bamboo Luxe
- Loft
- Wellness
- Eden
- Geometric Shapes
- Soft Silence
- Calm Essence
- Summer Daylight
- Tide
- Monochrome
Companies that use Möve
Customer profileSegments2 records
Ideal customer profiles2 records
Möve technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Möve partnerships and signals
Strategic signalScale indicators6 records
Recent moves6 records
Expansion highlights4 records
Möve competitors and assessment
Company assessmentDirect peers
- Schlossberg Switzerland: Swiss premium home textile manufacturer (founded 1833) producing towels, bedding and homewear with comparable craftsmanship-led heritage positioning and similar B2C/B2B model across DACH and export markets.
- Cawö: German premium terry cloth manufacturer established in 1947, producing towels, bathrobes and home textiles with in-house weaving. Directly comparable to Möve on product category, German manufacturing heritage, and B2C premium positioning.
- Graccioza: Portuguese luxury bath linen maker producing premium towels, bathrobes and bath mats. Comparable product mix, premium price positioning, and B2B hospitality service model.
- Christy (Christy England): Heritage English towel brand (founded 1850) supplying terry towels for hotels and consumers, including Royal Warrant status. Comparable century-old heritage, hospitality B2B channel, and premium towel focus.
- Irisette: German home textiles brand offering terry towels, bedding and bath textiles with comparable heritage positioning in the DACH market. Closely overlaps Möve's product portfolio and target customer.
- Abyss Habidecor: Portuguese luxury towel and rug manufacturer serving high-end hotels and consumers worldwide. Comparable premium positioning, manufacturing depth, and strong B2B hospitality channel like Möve Professional.
Broad incumbents
- JYSK: Pan-European big-box home furnishings retailer (operates in DE, AT, NL, FR, IT, ES, PL etc. with physical stores). Comparable overlap on bath/bed textiles category and overlapping geographic footprint with Möve, but broader assortment and price-segment focus.
- Westpoint Home: Large-scale US home textile manufacturer and brand owner (WestPoint, Martex, Croscill portfolios). Comparable towel/bath product category at much larger scale with broad retail distribution — represents the industrial-incumbent peer.
Emerging players
- Boll & Branch: DTC premium home textile brand focused on bedding and bath with strong sustainability/ethical sourcing story. Comparable to Möve on OEKO-TEX quality positioning and premium DTC model, though no in-house manufacturing.
- Brooklinen: DTC premium home textile brand (sheets, towels, loungewear) with strong digital-first marketing and B2C focus. Comparable on premium positioning and bath/bed adjacency though no manufacturing heritage.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Möve social profiles
Digital presenceMöve compliance and trust
Trust signalCompliance2 records
Möve financial estimates
Financial estimateRevenue estimate
Valuation estimate
Möve leadership team
Management profileNumber of profiles
Möve subsidiaries and ownership
Company hierarchySubsidiaries1 record
Möve funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Möve 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 Möve
What does Möve do?
Möve designs, manufactures, and sells premium terry cloth (Frottier) bathroom textiles — towels, bathrobes, bath mats, bath accessories, and coordinated bedding — through its own direct-to-consumer e-commerce shop (moeve.de) and a dedicated B2B portal (moeve-professional.de) serving hotels, spas, and hospitality clients. All products are woven, dyed, and finished in-house at the Großschönau, Saxony facility, with flagship collections such as Superwuschel (in production since 1975), Bliss, Piquée, Brooklyn, Loft, Bamboo Luxe, and seasonal editions.
Is Möve a public or private company?
Möve is a private company. It is classified as family owned and is currently operating.
When was Möve founded?
Möve was founded in 1927. It employs 101 to 250 people.
Where is Möve based?
Möve is headquartered in Großschönau, Germany, in the Europe region.
How does Möve make money?
Two revenue lines are on record. Direct E-commerce Sales (B2C) is the primary driver. The others are B2B Business Sales (Möve Professional).
Who are Möve's main competitors?
Direct peers on record are Schlossberg Switzerland, Cawö, Graccioza, Christy (Christy England), Irisette and Abyss Habidecor. Broad incumbents are JYSK and Westpoint Home. Emerging players are Boll & Branch and Brooklinen.
Does Möve have an API?
No public API is recorded for Möve.
What industry is Möve in?
Möve's product category is Bath Linens and Home Textiles. Its primary akta.pro industry code is CRAIALAB, Bath Linens Retail (Towels, Bath Mats, Robes), with a secondary code of IMAOAKAB, Bath & Kitchen Linen Manufacturing (Towels/Washcloths/Bathmats/Dish Towels). Its NAICS code is 44912 and its SIC code is 5700.