Overview
- Schiesser is targeting a younger audience in its anniversary year, seeking to shift a customer base that is currently about 80 percent aged 40 to 60.
- CEO Sonja Balodis says the company staged two creator events in Radolfzell in 2025, produced cross‑channel content, and reintroduced the ribbed tank as a style piece.
- The product update emphasizes modern silhouettes, clean looks and limited collections, showcased in a jubilee line positioned as tradition meeting contemporary taste.
- The company, owned by Delta Galil since 2012, reported growth in fiscal 2024 with revenue above €200 million.
- Industry research pegs Germany’s underwear market at roughly €5.6 billion last year with modest growth expected in 2025, as online competition from platforms like Temu and Shein intensifies and Schiesser prepares an Oct. 1 anniversary event in Stuttgart.