steinmuller

What steinmuller does

Steinmüller GmbH & Co. KG is a family-owned, DACH-region B2B provider of professional workwear and corporate fashion, founded in 1951 as a hand embroidery business and now operating from a purpose-built, CO2-neutral headquarters in Feldafing, Germany. The company designs, sources, and supplies customized employee clothing, combining an in-house textile finishing capability (embroidery and printing) with a proprietary B2B ProStore procurement platform, the AkMS clothing management system co-developed with Innovationsoft, and EDI integration for enterprise customers. Its portfolio spans branded workwear from manufacturers such as HAKRO, MASCOT, Kübler, uvex, and Russell, alongside fully custom Sonderproduktion collections developed with in-house textile technicians.

The business model blends one-time product sales (workwear, corporate fashion, custom collections, finishing services) with a recurring wash-service offering delivered through partner Elis at a flat rate per garment per week. Go-to-market combines a digital self-serve channel (ProStore), field sales and on-site consulting, and a 160+ m² showroom in Feldafing, supported by AVPQ prequalification for public-sector tenders and a broad sustainability credential stack (ISO 9001:2015, ISO 14001:2015, OEKO-TEX STANDARD 100, UN Global Compact, FSC, CO2-neutral shipping).

Steinmüller serves a mix of large enterprises (Porsche, Robert Bosch, Syntegon Technology, Daimler Truck, Autostadt, Bossard Aerospace, PHARMATECHNIK), SMEs and trades (carpenters, metalworkers, electricians), municipalities (AWISTA Starnberg), and event/lifestyle brands (Kjus, Alegria Konzert). Differentiation rests on a 360° model that delivers procurement, in-house finishing, logistics, and optional textile care under a single creditor and a single contact, backed by 70+ years of operating history and a Vision 2025 targeting complete CO2 neutrality and a circular-economy model.

Name

steinmuller

Legal name

Steinmüller GmbH & Co. KG

Website

https://steinmueller.biz

Company type

Private

Founded year

1951

Operating status

Operating

Short description

Steinmüller is a family-owned German B2B provider of customized professional workwear and corporate fashion, combining branded workwear distribution, in-house embroidery and printing, custom Sonderproduktion, and a digital B2B ProStore with EDI integration, serving enterprises, SMEs, and municipalities across the DACH region.

Ownership category

akta.pro rank

Headquarters

HQ city

Feldafing

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Workwear and Corporate Fashion Product Sales: Sale of professional workwear including work pants, jackets, safety clothing, ESD clothing, shirts, blouses, and shirts for men and women. Products sourced from branded manufacturers (HAKRO, MASCOT, Kübler, Russell, Payper, FHB, TeeJays, BIG, Regatta Professional, Olymp, Daiber, ENGEL, uvex) and sold to businesses.
2. Custom Corporate Fashion / Special Production: Fully customized employee clothing developed in collaboration with textile technicians — from fabric, color, cut to logo and finishing. Combines branded manufacturer products with custom designs; full collection development service.
3. Textile Finishing Services (In-House Embroidery and Printing): In-house embroidery and printing/transfer printing for personalizing workwear with company logos. Embroidery provides premium, durable finish with high-quality dimensional appearance; printing enables large-area motifs and color gradients.
4. Washing Service Partnership with Elis: Partnership with Elis for professional washing, care, regular repair, and inspection of workwear. Customers purchase textiles through Steinmüller and retain ownership; Elis provides ongoing textile care. Billed as flat rate per garment per week.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Steinmüller is a B2B full-service provider that designs, produces, and supplies customized corporate workwear and corporate fashion, sourced from leading branded manufacturers and personalized through in-house embroidery and printing. The company combines a proprietary digital B2B ProStore procurement platform with field sales, a Feldafing showroom, EDI-enabled ordering for enterprise customers, custom corporate fashion production, and a partner-based professional washing service.

Product overview

Steinmüller is a full-service provider of professional workwear and corporate fashion, operating a B2B ProStore platform for digital procurement alongside AkMS (clothing management system). Their portfolio spans workwear categories (protective clothing, pants, jackets, vests, shirts, sweaters), corporate clothing, ESD products, and industry-specific solutions. Core services include textile finishing (embroidery and printing), custom corporate fashion production, wash services via partner Elis, and a comprehensive 360° workwear solution combining procurement, finishing, and logistics. The company also operates a showroom for personal consultation.

Differentiator

Problem solved

Functional benefit

Brands

• B2B ProStore: Digital procurement platform for professional workwear ordering and management
• AkMS

Products and services

• B2B ProStore Web-based B2B procurement platform that enables businesses to centrally order professional workwear through personalized shop solutions with budget management, reporting, EDI integration for enterprise customers, and a single-creditor invoicing model.
• Arbeitskleidung (Workwear) Professional workwear assortment for men and women sourced from leading brand manufacturers (HAKRO, MASCOT, Kübler, Russell, Payper, FHB, uvex, Olymp, Daiber, ENGEL, Regatta Professional, TeeJays, BIG), including work protection clothing, work pants, work jackets, work vests, work shirts, work sweaters, blouses, and shirts.
• Unternehmenskleidung (Corporate Clothing) Corporate clothing assortment for unified business representation and team appearance across employees, sourced from branded manufacturers and offered alongside customization services.
• ESD (Electrostatic Discharge) Protective Workwear Electrostatic discharge protective workwear for environments requiring ESD protection, such as electronics manufacturing and similar controlled industrial settings.
• Berufsgruppen (Industry-Specific Workwear Solutions) Pre-configured workwear assortments tailored to specific professional groups including industry, trades, services, construction, municipalities, and business sectors.
• Textilveredelung (Textile Finishing Service) In-house textile finishing service providing embroidery and transfer printing for personalizing workwear with company logos, names, and designs, enabling short delivery times and consistent finishing quality.
• Waschservice (Wash and Care Service) Professional wash, care, repair, and inspection service for workwear delivered in partnership with Elis, billed as a flat rate per garment per week for companies with 15+ employees; includes pickup and delivery logistics.
• Corporate Fashion (Sonderproduktion / Custom Production) Bespoke corporate fashion development and production service in which textile technicians collaborate with the customer on fabric, color, cut, and finishing (logo, embroidery, printing) to create fully customized employee collections.
• 360°-Lösung für Arbeitskleidung All-in-one workwear solution bundling procurement, in-house finishing (embroidery and printing), logistics, and optional washing service into a single managed offering for B2B customers.
• Beratung & Showroom (Consultation and Showroom) Free non-binding personal consultation and showroom experience at the company's 160+ m² Feldafing facility, enabling customers to view manufacturer collections and custom special productions and plan their workwear selection.

Quantifiable outcome

• EDI integration enables European-wide ordering for enterprise customers
• +4 more outcomes

Named customers13 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Eleven partnerships are on record, tiered minor, core and flagship.

• gwt Starnberg (Gesellschaft für Wirtschafts- & Tourismusentwicklung)minorOthers · 1 January 2022Since 2022, Steinmüller has been a member of gwt Starnberg, the economic and tourism development society for the Starnberg district. This membership supports regional economic development and business networking in the StarnbergAmmersee region.
• EliscoreStrategic or Co-development PartnerElis, a leading European provider of professional textile care, partners with Steinmüller to offer washing, care, repair, and inspection services for workwear. Customers purchase textiles through Steinmüller and retain ownership; Elis provides ongoing professional textile care. This partnership enables Steinmüller to offer a full-service workwear package including laundry service, expanding the company's service portfolio without requiring in-house laundry capabilities.
• InnovationsoftcoreTechnology or IntegrationInnovationsoft developed the AkMS (Clothing Management System) for Steinmüller, enabling digital management of workwear inventory, ordering, and lifecycle tracking. The system is co-branded and used as part of Steinmüller's digital B2B offering.
• HAKROcoreChannel Partner/ Reseller/ DistributorHAKRO is a leading brand manufacturer of workwear featured in Steinmüller's portfolio. Steinmüller distributes HAKRO products and provides customization services (embroidery, printing) on HAKRO garments.
• MASCOTcoreChannel Partner/ Reseller/ DistributorMASCOT is a major workwear brand in Steinmüller's portfolio, supplying professional workwear garments that Steinmüller distributes and customizes with finishing services.
• KüblercoreChannel Partner/ Reseller/ DistributorKübler is a brand manufacturer of workwear carried by Steinmüller in the portfolio, distributed with customization services.
• Robert Bosch GmbH (as preferred supplier)flagshipStrategic or Co-development PartnerSteinmüller has been a Preferred Supplier of the Bosch Group since 2013, providing workwear and corporate fashion solutions to multiple Bosch locations. This flagship partnership involves structured processes and rapid implementation of customer-specific requirements.
• UPScoreOthersUPS is Steinmüller's primary logistics partner, providing CO₂-neutral shipping for all deliveries. The partnership ensures reliable, carbon-neutral transportation of workwear to customers across the DACH region.
• One Earth – One Ocean e.V.minorStrategic or Co-development PartnerSteinmüller is a member of the environmental organization One Earth – One Ocean e.V., which is committed to protecting seas and waters globally. This reflects Steinmüller's commitment to environmental responsibility beyond its own operations.
• UWS Unternehmerverband StarnbergminorOthersSteinmüller is a member of the UWS business association (Unternehmerverband Starnberg), supporting local business community and networking.
• Europäische Metropolregion München e.V. (EMMeV)minorOthersSteinmüller is a member of the European Metropolitan Region Munich association, supporting regional economic development and cross-border business networking.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• MASCOT Workwear: Danish-based manufacturer and supplier of workwear (one of Steinmüller's core brand partners). Directly comparable as a workwear brand with a B2B distribution model across Europe and overlapping customer base in industrial and trade segments.
• HAKRO: German workwear brand manufacturer and a core brand in Steinmüller's portfolio. Directly comparable as a workwear specialist with B2B sales targeting trades, industry, and corporate clients across DACH.
• Kübler Workwear: German workwear brand manufacturer distributed by Steinmüller. Comparable as a workwear specialist focused on industrial and corporate segments with overlapping DACH customer base.
• Engelbert Strauss: Large German workwear and work-shoe manufacturer/retailer with strong B2B and D2C channels. Comparable as a vertically integrated workwear specialist operating across DACH with similar product breadth.

Broad incumbents

• MEWA Textil-Service: One of Europe's largest textile service companies offering workwear rental with integrated washing/maintenance. Comparable as a full-service workwear provider with subscription-based recurring revenue — overlaps with Steinmüller's Elis washing partnership offering.
• CWS Workwear: European provider of workwear rental and laundering services with full-service contracts. Comparable in the integrated workwear + textile-care service model targeting enterprise customers across multiple European countries.
• Bardusch: German provider of workwear rental, cleaning, and facility services. Comparable as a DACH full-service workwear provider offering integrated textile care contracts to enterprise and SME customers.

Others

• Elis SA: Major European textile and hygiene services company that is Steinmüller's washing-service partner. Adjacent as both partner and a competitor in the workwear textile-care service market, particularly relevant because Elis could in principle offer integrated workwear procurement and care as a single provider.
• Olymp Bezner: German premium businesswear and shirt manufacturer — one of Steinmüller's distribution partners. Adjacent as a brand supplier that could compete or partner depending on channel strategy.

Regional players

• DBL – Danish Business Leather / Workwear Group: Danish workwear and corporate clothing distributor focused on personalized B2B service. Comparable in the customized-corporate-fashion distribution model with in-house embroidery/printing, though primarily serving Nordic rather than DACH markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInde.linkedin.com/company/steinm%C3%BCller-gmbh-co-kg
• Instagraminstagram.com/steinmuellergmbh

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 steinmuller