Kleiderei
Kleiderei is a German fashion-sharing retailer operating five physical stores across Köln, Freiburg, Berlin, Stuttgart, and Hamburg, where members pay €29–€39 monthly to borrow second-hand, vintage, and fair fashion items. The company serves sustainability-minded consumers seeking circular-economy alternatives to fast fashion, with no e-commerce or shipping.
- Company typePrivate
- Founded2012
- HeadquartersCologne, Germany
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Kleiderei does
Kleiderei is a German fashion-sharing and rental operator founded in 2012 in Hamburg by Thekla Wilkening and Pola Fendel, currently owned and operated by Lena Schröder. The company runs a membership-based clothing rental model with five physical retail stores across Germany — Köln (headquarters), Freiburg, Berlin, Stuttgart, and Hamburg — and does not ship or sell online. Members subscribe monthly (€29 for up to 4 items at a time, €39 for up to 6 items) and can exchange items unlimited times during store opening hours; non-members and members alike can purchase second-hand, vintage, and curated fair fashion items from brand partners such as Blutsgeschwister, AYANI, KNITWEAR LAB, NORDLICHT, Lanius, and LangerChen. Additional revenue streams include gift voucher sales and member discounts on purchases (10% standard, 20% after borrowing an item for over a month), with a 3 EUR discount offered to students, pupils, and apprentices.
The underlying technology is essentially a curated inventory-and-membership operation rather than a software platform: no app, no API, no proprietary tech stack beyond a website (built by 0815 studio). The company complements the core rental offering with community-oriented programs including SWAP IT! clothing-swap events, Fashion Revolution activism (Kleiderei acts as a city ambassador), the monthly Kleiderei Radio show on dublab.de, and an ongoing textile-donation partnership with Deutsche Kleiderstiftung since 2016. Marketing is community-led and earned-media-driven, relying on city-specific Instagram accounts, regional press coverage (FAZ, Stern, Spiegel, Brand Eins), educational content (We Care section), and a Happy Friends Deal referral program.
The customer segment is horizontal: fashion-conscious consumers seeking a sustainable alternative to fast fashion, motivated by textile-waste reduction, ethical consumption, and wardrobe variety without ownership. The business is a privately held single-jurisdiction (Germany) operator with no disclosed institutional investment, no parent company, and no public financials. Berlin (May 2022) and Hamburg (May 2024) store openings were funded organically, with the Berlin launch supported by a March 2022 Startnext crowdfunding campaign.
Kleiderei firmographics
Firmographics- Name
- Kleiderei
- Legal name
- Kleiderei Köln
- Website
- https://kleiderei.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Kleiderei is a German fashion-sharing retailer operating five physical stores across Köln, Freiburg, Berlin, Stuttgart, and Hamburg, where members pay €29–€39 monthly to borrow second-hand, vintage, and fair fashion items. The company serves sustainability-minded consumers seeking circular-economy alternatives to fast fashion, with no e-commerce or shipping.
- Ownership category
- akta.pro rank
Kleiderei industry classification
Industry- Product category
- Apparel Rental Services
- NAICS
- Clothing and Clothing Accessories Retailers (458110)
- SIC
- Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Rental-to-Resale / Circular Fashion Platforms (CRAFAGAK)
Keywords
Where Kleiderei is headquartered
LocationHeadquarters
- HQ city
- Cologne
- HQ country
- Germany
- HQ region
- Europe
Offices5 records
Markets served
Kleiderei business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain
Revenue model
- Membership Subscriptions: Monthly subscription fees for clothing rental. Members pay a flat monthly rate and can borrow 4 or 6 items at a time, with unlimited exchanges during opening hours.
- Retail Sales: Sale of fair fashion and second-hand clothing items. Members receive discounts (10% standard, 20% after borrowing an item for over a month). Non-members can also purchase items.
- Gift Vouchers: Sale of gift vouchers in any denomination, redeemable for memberships or fashion purchases in-store.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Standard membership for 4 items per month |
| Subscription | Monthly | Premium membership for 6 items per month |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Kleiderei product offering
Product offeringCore offering
Kleiderei operates a clothing rental membership service through five physical retail stores in Germany (Köln, Freiburg, Berlin, Stuttgart, Hamburg). Members pay a monthly fee to borrow up to 4 or 6 items simultaneously with unlimited in-store exchanges. The stores also sell second-hand, vintage, and curated fair fashion items to both members and walk-in customers.
Product overview
Kleiderei is a fashion sharing platform and retail chain operating across 5 German cities (Köln, Freiburg, Berlin, Stuttgart, Hamburg). The core offering is a monthly membership subscription (€29 for 4 items or €39 for 6 items) enabling unlimited clothing borrowing and exchanges. The inventory combines second-hand/vintage pieces with curated Fair Fashion brands. Additional offerings include SWAP IT! clothing swap events and Kleiderei Radio. The company positions itself as a sustainable alternative to fast fashion, extending clothing lifecycle through shared use.
Differentiator
Problem solved
Functional benefit
Products and services
- Kleiderei Fashion Sharing Membership Monthly subscription that allows individual members to borrow clothing items from Kleiderei's physical store inventory, with unlimited in-store exchanges during opening hours. Includes member discounts on clothing purchases (10% standard, 20% after borrowing an item for over a month).
- Kleiderei Store Clothing Purchases In-store retail purchase of second-hand, vintage, and curated fair fashion clothing and accessories available to both members and non-members at all Kleiderei store locations.
Quantifiable outcome
- Doubled usage lifespan of a garment saves 24% CO2
Companies that use Kleiderei
Customer profileSegments1 record
Ideal customer profiles1 record
Kleiderei technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Kleiderei partnerships and signals
Strategic signalPartnerships
23 partnerships are on record, tiered core and minor.
- Deutsche KleiderstiftungcoreKleiderei cooperates with Deutsche Kleiderstiftung since 2016. Clothing donations that don't fit the rental program or aren't needed for aid projects are passed to the organization, which supports clothing chambers and social projects domestically and internationally. Donations can be dropped off in stores or mailed as packages.
- FEMNET e.V.minorFEMNET aims to improve living and working conditions in textile factories in Bangladesh and India. The organization is regularly present at Kleiderei events to provide insight into their work and the situation of textile workers. Member of the Clean Clothes Campaign and CorA network for corporate responsibility.
- Fashion RevolutioncoreFashion Revolution is a non-profit campaign present in over 90 countries that raises awareness of transparent supply chains and fair working conditions. Kleiderei serves as a city ambassador and regularly organizes Fashion Revolution events.
- Anna-Maria LangerminorAnna-Maria Langer is a photographer from Köln who regularly captures Kleiderei and its community in natural light. Focus on women's portraits; also conducts photography workshops.
- dublabminorGerman arm of non-profit web radio collective dublab. Kleiderei Radio is produced and broadcast from dublab's Köln-Nippes studio. Dublab explores music beyond beaten paths with curated radio shows and live events.
- Carolin Schweizer (Caroart)minorCreator of Kleiderei's charming graphics featured on the homepage. Founder of the Animated Short Film Evening (AKFA) in Köln, lecturer for Character Design at IFS, co-owner of diePartments web technology agency, and Kleiderei member from the first hour.
- Thekla WilkeningminorCo-founder of Kleiderei in 2012 with Pola Fendel. Now contributes monthly news articles about sustainable fashion topics, fashion industry issues, and inspiring content. Also wrote the book 'Das Bio-Pizza Dilemma' about sustainability.
- KNITWEAR LABminorDutch knitwear studio producing high-quality, sustainable knitwear accessories (scarves, socks, hats) in-house. The team also runs own labels KNITWEAR LAB – PRODUCTS and THIJS VERHAAR.
- AYANIminorSustainable fashion label since 2018 focused on dresses. Uses certified materials (GOTS, OEKO-TEX), produces in family-run manufactures in Armenia and Poland with fair wages and transparent supply chains.
- BlutsgeschwisterminorFashion label since 2001 known for mode mit Haltung (fashion with stance). Long-term member of Fair Wear Foundation. Focuses on circularity through durable designs, repair options, PreLoved offerings, and recyclable materials.
- NORDLICHTminorFounded 2014 by Maritta and Nico. Produces nature-inspired, sustainable fashion in Portugal under fair conditions. GOTS, Grüner Knopf, and PETA-Approved VEGAN certified. Uses only eco-friendly, durable materials.
- Grote StrickminorFamily business since 1973 in third generation. Produces durable, socially and ecologically sustainable knitwear. Raw materials from Germany/Europe, production in Lüneburg. GOTS certified, operates entirely on self-generated solar power.
- DAWN DenimminorFounded by Ines, Gabriel, and Marian to change the fashion industry. Produces sustainable, ethical jeans. Damaged items not meeting standards are transformed into 'Art on Broken Pieces' collection with elaborate embroidery.
- LaniusminorFounded 1999 by Claudia Lanius. Combines sustainable materials with sophisticated design. Represents feminine, individual fashion made under fair conditions. Longstanding pioneer in German sustainable fashion.
- pinqponqminorGOTS-certified, vegan backpack and apparel label from Köln since 2014. Products made from 100% recycled PET. Combines cool design with functionality and sustainability.
- Valle ō ValleminorVienna-based label founded 2018 by Norah Joskowitz. Follows 'no Size no Drama' approach, deliberately moving away from standard size models for inclusive fashion.
- King LouieminorOver 30 years of vintage-inspired clothing with self-designed patterns. Colorful designs with good fit that never goes out of style. Sustainability is the heart of their brand.
- FaixminorFounded 2017 by Anna-Lena Faix. Produces fair trade backpacks and bags with minimalist design. Material largely from recycled Mediterranean plastic. Products made in Portugal and Germany.
- LangerChenminorFounded by Miranda Chen and Philipp Langer. Shows that made in China doesn't mean mass production. Produces eco-outdoorwear in own facility near Shanghai with timeless looks, sustainable materials, and high functionality.
- Christiane Strobel Constant ClothingminorTimeless aesthetic collections in best quality that remain relevant across seasons. Transparent supply chain with social partner Alnour Textiles in Marrakech supporting women with workplace and development.
- AnnaMariaAngelika (AMA)minorLabel by Julia Anna Maria Angelika Müller. Inspired by Peruvian colors and patterns. Clothing designed in Berlin, produced in Peru by skilled seamstresses using alpaca wool, largely from leftover yarn.
- LUISE ZÜCKERminorBerlin-based conceptual jewelry label celebrating gender positivity with extravagant pieces. Collaboration with Kleiderei to create unique pieces combining Kleiderei garments with Luise's holographic vulva motifs.
- Bridge & TunnelminorLabel by Hanna Charlotte producing upcycled denim pieces. Continues to pass on donated denim to Bridge & Tunnel projects for creative reuse.
Scale indicators2 records
Recent moves7 records
Expansion highlights5 records
Kleiderei competitors and assessment
Company assessmentDirect peers
- Rent the Runway: US-based subscription fashion rental pioneer offering unlimited clothing rental for a monthly fee. Closest direct comparable to Kleiderei's subscription rental model, though at vastly larger scale and with shipping rather than physical stores.
- Nuuly: REVOLVE-owned subscription fashion rental service (six items/month) in the US. Closest comparable on subscription tier mechanics, item-count structure, and unlimited exchange model that mirrors Kleiderei's core membership.
- Le Tote: US subscription clothing rental service (acquired by Lord + Taylor) historically offered unlimited items for a monthly fee. Direct comparable on subscription rental tier mechanics and women's fashion focus, though currently operating in different capacity.
- HURR: UK-based peer-to-peer and brand fashion rental platform with sustainability positioning similar to Kleiderei. Operates an online model with brand partnerships and lending, directly comparable on rental mechanics and circular-fashion thesis.
- By Rotation: UK peer-to-peer fashion rental app focused on designer and contemporary pieces with sustainability messaging. Comparable to Kleiderei on circular-fashion thesis and rental mechanics, differing mainly on peer-to-peer vs. curated inventory.
Regional players
- Drexcode: Italy-founded fashion rental subscription service operating across Italy, Spain, and Germany. Closest geographic comparable to Kleiderei in the European market with similar designer-rental subscription model and DACH-region presence.
- Le Closet: French unlimited fashion rental subscription (founded 2018) operating in France and selected European markets. Comparable subscription rental mechanics with curated brand inventory, adjacent to Kleiderei's tier structure.
Broad incumbents
- Vestiaire Collective: Global luxury and premium secondhand fashion resale platform. Comparable on circular-fashion thesis and sustainability positioning, but operates in resale rather than rental and serves a higher price-point customer.
- thredUP: US secondhand apparel marketplace and resale-as-a-service platform. Comparable on secondhand wardrobe thesis and circular-fashion mission, though broader in scope and focused on resale rather than rental subscriptions.
- Vinted: European secondhand fashion marketplace with strong presence in Germany serving the same circular-fashion consumer Kleiderei targets. Not a direct rental peer but the dominant platform competing for the secondhand wardrobing budget.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Kleiderei social profiles
Digital presenceKleiderei financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kleiderei leadership team
Management profileNumber of profiles
Profiles4 records
Kleiderei funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kleiderei 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 Kleiderei
What does Kleiderei do?
Kleiderei operates a clothing rental membership service through five physical retail stores in Germany (Köln, Freiburg, Berlin, Stuttgart, Hamburg). Members pay a monthly fee to borrow up to 4 or 6 items simultaneously with unlimited in-store exchanges. The stores also sell second-hand, vintage, and curated fair fashion items to both members and walk-in customers.
Is Kleiderei a public or private company?
Kleiderei is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Kleiderei founded?
Kleiderei was founded in 2012. It employs 1 to 10 people.
Where is Kleiderei based?
Kleiderei is headquartered in Cologne, Germany, in the Europe region.
How does Kleiderei make money?
Three revenue lines are on record. Membership Subscriptions are the primary driver. The others are retail Sales and gift Vouchers.
Who are Kleiderei's main competitors?
Direct peers on record are Rent the Runway, Nuuly, Le Tote, HURR and By Rotation. Regional players are Drexcode and Le Closet. Broad incumbents are Vestiaire Collective, thredUP and Vinted.
Does Kleiderei have an API?
No public API is recorded for Kleiderei.
What industry is Kleiderei in?
Kleiderei's product category is Apparel Rental Services. Its primary akta.pro industry code is CRAFAGAK, Rental-to-Resale / Circular Fashion Platforms. Its NAICS code is 458110 and its SIC code is 5600.