strauss

What strauss does

Strauss (formerly Engelbert Strauss until a 2020 rebrand) is a German family-owned workwear and occupational safety equipment company founded in 1948 and currently led in its third generation by co-Managing Directors Henning Strauss and Steffen Strauss. The company sells more than 40,000 SKUs across workwear, safety shoes, occupational safety equipment, tools, and industrial supplies, organized into 21+ named collections (e.s.motion, e.s.trail, e.s.dynashield, e.s.industry, e.s.avida, e.s.fusion, etc.) that target distinct professional use cases. Proprietary fabric technology such as bXeric 4-way stretch (used in e.s.dynashield) and ISO 15797-certified industrial laundry suitability (e.s.industry) form the technical backbone of the product range. Production is distributed across 25 countries with a focus on Southeast Asia (China capabilities established since 1979), and logistics are centralized in the CI Factory opened in Biebergemünd in 2020.

The business operates a multi-channel go-to-market model that combines a multilingual international e-commerce platform (strauss.com), catalog mail order (running since 1973), five owned Workwearstores in Germany and Austria, a mobile app (STRAUSS App), and e-procurement integration for B2B customers. Pricing is unit-based with a EUR 178.50 free-shipping threshold and 30-day invoice payment terms for business accounts; customization via logo printing and embroidery is available starting from a single unit. Customer segments span SMB tradespeople, B2B commercial customers, and self-employed individuals across construction, industrial, healthcare, hospitality, and teamwear use cases.

The technology stack includes an AI-powered personalized recommendation engine, a Zendesk-hosted chatbot with live-chat human handoff, generative AI used for marketing imagery (STRAUSS X MLB collection), and two-factor authentication on customer accounts, supported by Fastly CDN/WAF and Google Firebase for app analytics. Geographic reach extends through wholly-owned subsidiaries in Austria, the UK, Belgium, Switzerland, the Czech Republic, Sweden, Denmark, and the United States (Engelbert Strauss Inc., founded in Los Angeles in October 2023). The company remains privately held with no external institutional investors and no disclosed funding rounds, having grown entirely organically across its 75+ year history.

Name

strauss

Legal name

Strauss Deutschland GmbH & Co. KG

Website

https://engelbert-strauss.de

Company type

Private

Founded year

1948

Operating status

Operating

Short description

German family-owned workwear and safety equipment company selling 40,000+ products via e-commerce, catalog mail order, and five retail stores. Operates subsidiaries across 10+ countries with a 2023 US launch, serving tradespeople, B2B commercial customers, and self-employed professionals.

Ownership category

akta.pro rank

Product category

Workwear and Safety Equipment

NAICS

Shoe Retailers (45821), Shoe Retailers (4582), Clothing and Clothing Accessories Merchant Wholesalers (424350)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Shoe Stores (5661)

akta.pro primary industry

Athleisure & Performance Apparel Retail (CRAAABAE)

akta.pro secondary industry

Athleisure & Performance Apparel Wholesale (CRAOADAE)

Keywords

• Workwear apparel
• Safety footwear
• Occupational safety equipment
• Industrial work clothing
• Workwear retail

Headquarters

HQ city

Biebergemünd

HQ country

Germany

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product sales (B2C and B2B): Direct sales of workwear, safety shoes, occupational safety equipment, tools and industrial supplies to commercial customers and consumers via online shop, catalog, and retail stores
2. Catalog mail order: Regular catalog shipping to business customers since 1973
3. Customization services: Logo printing and embroidery services for corporate customers (Druck & Stick - starting from 1 unit)

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Strauss is a German workwear and occupational safety retailer and brand selling workwear, safety shoes, occupational safety equipment, tools, and industrial supplies through a multi-channel platform. The company offers over 40,000 products organized into 20+ sub-brand collections such as e.s.motion, e.s.dynashield, e.s.trail, e.s.industry, and the newer e.s.line core line, distributed via the multilingual strauss.com online shop, catalog mail order (since 1973), and five Workwearstores in Germany and Austria, with subsidiaries across Europe and the USA.

Product overview

Strauss is a German workwear and safety equipment company offering a comprehensive multi-channel platform consisting of an e-commerce online shop (strauss.com), physical Workwearstores, catalog mail order, and a mobile app. The core product portfolio includes over 40,000 items organized under multiple sub-brand collections such as e.s.motion, e.s.motion 2020, e.s.trail, e.s.ambition, e.s.dynashield, and e.s.industry for workwear; safety shoes (S1, S1P, S2, S3, S6, S7 classifications) and boots; plus work gloves and helmets for occupational safety. Value-added services include a Logo-Service/MYDESIGN for custom printing and embroidery starting from 1 unit, E-Procurement for business customers, and a product finder and comparison tools. The company serves both B2B and B2C customers across Germany, Austria, and international markets.

Differentiator

Problem solved

Functional benefit

Brands

• e.s.motion: The Versatile: Workwear in a wide range of colors and sizes with clever pocket construction.
• e.s.motion ten
• e.s.motion 2020
• e.s.motion 24/7
• e.s.active
• e.s.vision
• e.s.concrete
• e.s.vintage
• e.s.epic
• e.s.iconic
• e.s.trail
• e.s.ambition
• e.s.dynashield
• e.s.roughtough
• e.s.image
• e.s.classic
• e.s.prestige
• e.s.industry
• e.s.fusion
• e.s.avida
• e.s.t:aktik
• e.s.line core

Products and services

• e.s.line core workwear collection A core workwear line positioned at competitive prices, featuring modern designs and AI-tagged products, targeting both individual tradespeople and B2B team outfitting. Personalizable for each team.
• S1 1003 mid safety shoes Mid-height safety shoes with toe protection (S1 classification), sold from 65.33 EUR incl. VAT / 54.90 EUR excl. VAT, for professional work environments.
• Stretch Bundhose work trousers Stretch work trousers from the core collection, available from 51.05 EUR incl. VAT / 42.90 EUR excl. VAT, customizable starting from a single unit.
• Winterweste Padded Padded winter vest with a dedicated area for back prints, supporting personalization for teams.
• Troyer thermo stretch e.s.trail Thermal pullover from the e.s.trail collection featuring stretch fabric for outdoor work.
• Jobrunner mit Schutzpaket safety shoes Safety shoes with a comprehensive protection package for professional work use.
• Logo-Service / MYDESIGN customization Customization service allowing customers to personalize workwear with prints (Easytransfer) and embroidery (Direkteinstickung) starting from 1 unit, with over 500 available motifs and custom upload options. Targeted at business customers outfitting teams.
• strauss.com online shop Multilingual international e-commerce platform offering over 40,000 workwear and safety products with AI-powered personalized recommendations, product finder, product comparison, and order forms.

Quantifiable outcome

• Over 95% customer satisfaction rating (4/5 or 5/5 stars) on Trustpilot for product quality
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability5 records

Feature5 records

Partnerships

16 partnerships are on record, tiered core and minor.

• FC Bayern MünchencoreGTM or Marketing PartnerLicensing partnership with FC Bayern since season 2020/21. Strauss provides workwear and apparel for club staff and personnel.
• Eintracht FrankfurtcoreGTM or Marketing PartnerSponsorship partnership since season 2023/24.
• Liverpool FCcoreGTM or Marketing PartnerSponsorship partnership since season 2024/25.
• UEFA (Europa League / Conference League)coreGTM or Marketing PartnerOfficial sponsor since season 2021/22 for UEFA Europa League and UEFA Conference League.
• NFL (National Football League)coreGTM or Marketing PartnerNFL sponsorship since season 2023/24, targeting US market expansion.
• MLB (Major League Baseball)coreGTM or Marketing PartnerPartnership since Postseason 2024, including Strauss x MLB collection launch.
• EA FC (Electronic Arts)minorGTM or Marketing PartnerEsports partnership since season 2023/24 through EA FC video game.
• Nottingham ForestminorGTM or Marketing PartnerSponsorship partnership since season 2025/26.
• Everton FCminorGTM or Marketing PartnerSponsorship partnership since season 2025/26.
• Fulham FCminorGTM or Marketing PartnerSponsorship partnership since season 2025/26.
• EHF (European Handball Federation)minorGTM or Marketing PartnerPartnership for Men's and Women's EHF EUROs since EURO 2022.
• IIHF (International Ice Hockey Federation)minorGTM or Marketing PartnerPartnership since World Championship 2022.
• NintendominorGTM or Marketing PartnerLifestyle partnership since November 2023.
• LAFC (Los Angeles Football Club)minorGTM or Marketing PartnerUS sports partnership since season 2023/24.
• Ekstraklasa (Polish Football League)minorGTM or Marketing PartnerSponsorship since season 2023/24.
• CHL (Champions Hockey League)minorGTM or Marketing PartnerIce hockey partnership since season 2014/2015.

Scale indicators8 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Carhartt: American heritage workwear brand with deep contractor/trades customer base; directly comparable to Strauss in product (workwear, outerwear, safety footwear) and B2B/B2C channel mix. Carhartt is the most relevant peer given Strauss's stated US expansion strategy.
• Dickies (VF Corporation): Iconic workwear brand owned by VF Corp, competing in trousers, work shirts, coveralls and safety footwear across the US, Europe and beyond; comparable to Strauss's core workwear assortment and mass-trade distribution.
• Snickers Workwear: European workwear brand specializing in trousers, jackets, and accessories for tradespeople; directly competes with Strauss in DACH and Nordic markets on performance workwear and B2B catalogs.
• Mascot Workwear: Danish-headquartered workwear manufacturer with strong position in Northern Europe; directly comparable to Strauss on quality positioning, B2B customization, and European distribution footprint.
• Helly Hansen Workwear: Norwegian brand offering workwear and professional outdoor clothing; overlaps with Strauss on technical workwear, waterproof/thermal categories, and B2B trades segments across Europe.
• Pfanner Schutzbekleidung: Austrian workwear manufacturer specializing in chainsaw-protective and forestry workwear; directly comparable as a DACH-based specialty workwear competitor targeting trades and forestry/professional users.

Emerging players

• Uvex Safety Group: German-headquartered PPE specialist (safety helmets, gloves, eyewear, footwear); overlaps with Strauss's occupational safety equipment assortment and shares a German industrial-customer base.

Broad incumbents

• Würth: Global leader in assembly materials, tools and workwear/PPE for trade; comparable to Strauss on B2B tools-and-workwear bundling, e-procurement, and the same German/Swabian craftsmaster customer.
• Hultafors Group: Swedish-listed (HUFV-B) group owning Snickers Workwear, Fristads, Helly Hansen Workwear and PPE brands; a strategic comparable for Strauss as a multi-brand workwear/PPE consolidator with European roots.

Others

• Engelbert Strauss Inc. (US self-comparison reference): Not included as separate peer; the US subsidiary of the subject company itself, included for reference only — omitted to avoid self-comparison. Replaced by Stanley Black & Decker / DEWALT for tools adjacency.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@strauss_europe
• Facebookfacebook.com/StraussEurope
• Instagraminstagram.com/strauss_europe

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries9 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 strauss