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Strauss (company)

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Strauss Deutschland GmbH & Co. KG
IndustryWorkwear, personal protective equipment, safety footwear
Founded1948
FounderEngelbert Strauss
HeadquartersBiebergemünd (Hesse), Germany
Revenue€1.4 billion (2023)[1]
Owner
  • Henning Strauss
  • Steffen Strauss
Number of employees
1,700 (2023)[2]
Websitestrauss.com

Strauss Deutschland GmbH & Co. KG is a German manufacturer of workwear, safety footwear and personal protective equipment. Headquartered in Biebergemünd, Hesse, Germany, it had a revenue of approximately €1.4 billion in 2023.[1] The corporate logo shows an ostrich which is "strauss" in the German language.[3]

History

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Strauss headquarters in Biebergemünd
Interior view of the Strauss speciality store in Biebergemünd
Logo as of 2009

Foundation and beginnings

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The company’s history began with Engelbert Strauss (*1908). His father, August, had already been working as a travelling salesman across Germany from as early as 1902,[4] selling brooms (German Besen) and brushes manufactured in Kassel – a district of Biebergemünd known as Besenkassel.[1]

After World War II, around 1948, Engelbert Strauss continued the family trading tradition and founded the company bearing his name. Eventually, he expanded the product range to include work protection clothing. The first products were gloves, which still remain part of the product range in 2024.[2] In the 1960s the company switched to mail order business, and started its catalogue business in 1973.[1] Over time, the product range grew to include clothing and footwear, such as overalls, high-visibility vests, chainsaw-protection trousers, and safety boots.[5][6] In the early 1990s, the company relocated its headquarters to Biebergemünd. During the same decade, it also began developing its online shop.[7]

Brand expansion and transformation

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In 1996, Strauss expanded and opened its first subsidiary in Austria. After the founding of a second subsidiary in England in 2002, others followed, including in the Netherlands, Belgium, Switzerland, the Czech Republic, Sweden, and Denmark.[8]

In 2008, the company began using cinema advertising as well as collaborations with bands to produce original promotional songs. In the Frankfurter Allgemeine Zeitung, Sebastian Balster describes these measures as marking the beginning of the transformation from a retailer into a lifestyle outfitter.[6] Strauss also supplied equipment for the television show Zuhause im Glück – Unser Einzug in ein neues Leben.[9] In the years that followed, this transformation was further driven by sports sponsorships.[6]

In 2015 the company was awarded the German Logistics Prize and in 2016 it was awarded the European Logistics Prize.[10]

In 2020, Strauss opened the CI Factory, a new logistics and distribution centre with its own production facilities in the immediate vicinity of its headquarters.[11][12] In 2022, the Strauss CI Factory Chattogram was added as another company location in Bangladesh.[13] In October 2023, Strauss launched a new site in Los Angeles with the independently operated Engelbert Strauss, Inc.[14][15][16]

In 2024, the company opened the Alea Resort in Bad Orb, featuring a hotel, spa, and flats – a project that involved an investment in the tens of millions.[2][17] The same year, Strauss entered into a partnership with Bauhaus. As part of this collaboration, Strauss launched four pop-up stores within Bauhaus branches, making Strauss products available in external retail for the first time.[18]

Company structure

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Strauss in managed by the fourth generation of the family. The managing directors are Steffen and Henning Strauss, the grandsons of company founder Engelbert Strauss. The company employs around 1,700 people.[2] In 2023, the company achieved a turnover of €1.4 billion.[1]

Locations

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In addition to its online shop, the company operates four of its own retail outlets, known as Workwearstores, located in Biebergemünd directly next to its headquarters, in Hockenheim (near Mannheim), Bergkirchen (near Munich), and Oberhausen (in the Ruhr region).[19] The Schlüchtern site houses an in-house shoe factory, as well as facilities for customising workwear.[11] The Campus in the Paddies functions both as a Workwear Academy and as a development centre for professional clothing, and also houses a small-scale production unit.[20][13][21]

In 2023, the company manufactured in 28 countries worldwide, with 90% of its production taking place in Asia.[22] Some production facilities in Southeast Asia work exclusively for the company.[8] The largest production partners in 2023 were located in Bangladesh (41% PA), China (21%), Vietnam (11% PA), Laos (8% PA), Myanmar (7%), and Turkey (5%).[22][2] In Bangladesh alone, products are manufactured in 15 facilities employing around 15,000 people in total.[22]

Products

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Strauss supplies workwear and safety equipment, including textiles, footwear, tools, and accessories for trades people, industry, and the construction sector.[12] The company offers in-house textile customisation, including embroidery, printing, and laser technology. Children's products are also available.[23]

Branding, partner- and sponsorships

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According to journalists such as Sebastian Balster from Frankfurter Allgemeine Zeitung[6] and Jonas Metzner from the German Business Insider, the original workwear brand has evolved beyond its initial target audience to establish itself as a streetwear and lifestyle brand. Initially, Strauss primarily supplied workwear for tradespeople, gardeners, and manual workers. This changed when the company began expanding its target audience through modern designs. As Metzner notes, Strauss transformed into a cult brand through its strategic sponsorship activities.[24][25][26]

The brand has received awards, such as the Goldene Brandzeichen (Golden Branding Iron) in 2021, awarded by the Marketing Club Frankfurt.[27] In 2024, the brand was honoured with the TW Forum Award, which has been presented annually by the German magazine Textilwirtschaft since 1959.[28]

Social partnerships

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Strauss has been a member of the Fair Wear Foundation since 2016, an independent, non-profit organisation that works with its members to improve working conditions in the textile industry.[29] Another partner is the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ).[2] Together with GIZ, Strauss has been establishing a chair for sustainability and textile innovation at the Ahsanullah University of Science and Technology (AUST)[30] in Bangladesh's capital Dhaka since February 2020.[31] A school was also opened in north-west Bangladesh in 2024 in cooperation with the Don Bosco Mission.[32]

Other project partners are the Technical University of Dresden (TUD) and the United Nations University Institute for Integrated Management of Material Fluxes and of Resources (UNU-FLORES).[22][33]

In addition, Strauss has been a member of the Alliance for Sustainable Textiles since 2015.[34] The federal government's initiative aims to make social and ecological improvements in global textile production. The company has been a Bluesign system partner since 2013, and supports the Cotton made in Africa initiative.[35] The company claims to be committed to climate and environmental protection. In a pilot project together with Bundesforst, 1000 giant trees are to be preserved in the North Hessian Oberaula, part of the forest area can develop back into a primeval forest without forestry intervention.[36][37] Strauss promotes antonius – Human Network.[38][39]

Culture

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In 2019, Strauss cooperated with the US rock band Metallica[40] and outfitted the tour crew.[41] In May 2022, the partnership was continued with a new collection.[23]

In 2023, Strauss also announced a collaboration with Nintendo, launching a Super Mario collection.[42] The same year, Strauss released a Fast & Furious collection and supplied clothing for the film’s production team.[43][25] The company also maintains a partnership with the American Stuntmen’s Association, supplying it with functional clothing.[2][25]

Sports

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Since 2010, Strauss has been a partner of the German national football team.[44] Over the years, the partnership has expanded and, as of 2025, includes collaborations with the men’s and women’s national teams, the U21 national team,[24] the men’s DFB-Pokal, the women’s DFB-Pokal final, and the DFB-ePokal.[1][45] During the 2019/2020 DFB-Cup season, the Strauss logo was featured on the sleeves of Eintracht Frankfurt's jersey.[46]

From 2012 to 2014, the company was an advertising partner of the Four Hills Tournament and from 2012 to 2013, a sponsor of the FIM Endurance World Championship.[47] Since 2014, the company has repeatedly acted as sponsor of the European Women's and Men's Handball Championships,[48] as well as the Champions Hockey League and the IIHF Ice Hockey World Championship.[49] Since summer 2021, it has also collaborated with FC Bayern Munich.[50] In 2024, the company became a sponsor of Liverpool F.C.[51] and Los Angeles FC.[52] Strauss is also a partner of the Mexican national football team.[53][54]

Until 2027, Strauss is an official partner of the UEFA Europa League and UEFA Conference League.[55] In collaboration with the UEFA Foundation for Children, Strauss provided shirts for the 22 player escorts at the finals in 2022, 2023, and 2024.[56][57] Strauss was also the official workwear partner of UEFA Euro 2024 in Germany,[58][59] launching a campaign that recruited and kitted out 12 ball kids for all 51 matches.[60][61]

In 2022 and 2023, Strauss was the title sponsor of the Prime League, a League of Legends esports regional league for the Germany–Austria–Switzerland region.[62][63]

Since the release of Farming Simulator 22, players have been able to dress their characters in Strauss workwear.[64] Strauss has also been featured as an in-game advertising partner in EA Sports’ FIFA series since FIFA 21,[65] a partnership which continued into EA Sports FC 24.[66][67]

Ahead of Super Bowl 2023, Strauss and the Kansas City Chiefs announced a multi-year partnership.[68][69] The National Football League (NFL) also named Strauss its first European workwear partner.[70][71] In 2024, Major League Baseball announced a sponsorship with Strauss through 2027, in which the company's logo will appear on all helmets worn by players during postseason games beginning that year, all neutral site games played in Europe beginning in 2025, and all Minor League Baseball games beginning in 2025.[72][73]

References

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  1. ^ a b c d e f Piller, Tobias (2024-06-22). "Vom Besenverkäufer in Richtung Weltspitze". Frankfurter Allgemeine Zeitung (in German). p. 26.
  2. ^ a b c d e f g Schlieker, Reinhard (2024-07-10). "Diese Firma zeigt der ganzen Welt gerade, wie stark Deutschland noch ist". Focus (in German). Retrieved 2025-04-30.
  3. ^ "Strauss and the Mexican National Teams Strike Multi-Year Partnership in the U.S.," Engelbert Strauss Inc. press release, Tuesday, June 11, 2024. Retrieved September 13, 2024.
  4. ^ "Familienunternehmen Strauß wächst ständig weiter". Frankfurter Rundschau (in German). 2004-06-09. p. 45.
  5. ^ Mayer, Verena (2016-10-06). "Der Bekleidungshersteller Engelbert Strauss: Die Erfolgsgeschichte beginnt mit Besen und Bürsten". Stuttgarter Zeitung (in German). Retrieved 2017-04-10.
  6. ^ a b c d Balzter, Sebastian (2018-04-23). "Wir haben Berufsbekleidung sexy gemacht". Frankfurter Allgemeine Zeitung (in German). p. 21.
  7. ^ Cohrs, Christian (2024-02-21). "Henning Strauss: Wir sind das Ben & Jerry's der Arbeitswelt". OMR (in German). Retrieved 2025-04-30.
  8. ^ a b "Erfolg mit Arbeitshosen, Kitteln und Schutzkleidung". Frankfurter Allgemeine Zeitung (in German). 2013-01-04.
  9. ^ Klawitter, Nils (2018-03-03). "Mach mir den Schrauber". Der Spiegel (in German). p. 71.
  10. ^ HEUTE-Redaktion, LOGISTIK. "Preis: BLG und Engelbert Strauss abermals ausgezeichnet". LOGISTIK HEUTE (in German). Retrieved 2017-04-10.
  11. ^ a b Szczepanek, Hanns-Georg (2020-07-16). "Engelbert Strauß: Das erste Paket verlässt die CI-Factory". Fuldaer Zeitung (in German). Retrieved 2025-04-30.
  12. ^ a b Dostert, Elisabeth (2020-01-19). "Warum wollen viele wie Handwerker aussehen?". Süddeutsche Zeitung (in German). Retrieved 2025-04-30.
  13. ^ a b "Engelbert Strauss baut Campus im Reisfeld in Bangladesch". Kinzig News (in German). 2021-03-19. Retrieved 2022-11-28.
  14. ^ Hall, Meghan (2023-10-27). "This Denim Seller Called Strauss Is Expanding to the US". Sourcing Journal. Retrieved 2024-02-22.
  15. ^ Scott, Jule (2023-10-30). "Engelbert Strauss eröffnet Flagship in Los Angeles". Fashion United (in German). Retrieved 2025-04-30.
  16. ^ "Mit großer Drohnen-Show und Konzert: Familie Strauss eröffnet Store in Los Angeles". Fuldaer Zeitung (in German). 2023-10-31. Retrieved 2025-04-30.
  17. ^ Sundermann, Detflef (2022-01-10). "Appartements und Sterne-Restaurant". Frankfurter Allgemeine Zeitung (in German).
  18. ^ Schroder, Jan (2024-11-25). "Neues Retail-Format: Strauss zieht bei Bauhaus ein". Fashion United (in German). Retrieved 2025-04-30.
  19. ^ "Workwearstores". Strauss. Retrieved 2025-04-30.
  20. ^ "Strauss eröffnet Design- und Entwicklungszentrum in Bangladesch". Kinzig News (in German). 2022-10-24. Retrieved 2022-11-28.
  21. ^ "Engelbert Strauss präsentiert Trikotsatz der Einlaufkinder". Osthessen News (in German). 2022-04-15. Retrieved 2022-11-28.
  22. ^ a b c d "Social Report 2023" (PDF). Engelbert Strauss. Retrieved 2025-04-30.
  23. ^ a b Meuren, Daniel (2024-07-12). "Engelbert Strauss für Kinder? Das Geheimnis eines Überraschungserfolgs". Frankfurter Allgemeine Zeitung (in German). Retrieved 2025-04-30.
  24. ^ a b Metzner, Jonas (2023-08-14). "Von Handwerker- zur Kultmarke: Der Erfolg von Engelbert Strauss". Business Insider (in German). Retrieved 2025-04-30.
  25. ^ a b c "Engelbert Strauss: Wie die Marke Kult wurde – und es bleibt". Werben & Verkaufen (in German). 2023-07-10. Retrieved 2025-04-30.
  26. ^ Jensen, Maren (2021-09-25). "Wie Engelbert Strauss zur Lifestylemarke werden will". Wirtschaftswoche (in German). Retrieved 2025-04-30.
  27. ^ Amirkhizi, Mehrdad (2021-01-11). "Markengala: Strauss gewinnt das Goldene Brandeisen". Horizont (in German). Retrieved 2025-04-30.
  28. ^ "Auszeichnung für Engelbert Strauss". Handwerk und Bau (in German). 2024-04-29. Retrieved 2025-04-30.
  29. ^ "Engelbert Strauss". Fair Wear. Retrieved 2025-04-30.
  30. ^ "AUST signs MoU with Engelbert Strauss and GIZ". Ahsanullah University of Science and Technology. 2020-02-25. Retrieved 2025-04-30.
  31. ^ Werner, Michael (2024-05-02). "Cooler Typ, der Klempner". Textilwirtschaft (in German).
  32. ^ "Bessere Bildung in Bangladesch: Engelbert Strauss und Don Bosco Mission eröffnen Schule". Fuldaer Zeitung (in German). 2024-02-22. Retrieved 2025-04-30.
  33. ^ "Chair for Sustainability and Textile Innovation — Phase 2". United Nations University. 2024-11-18. Retrieved 2025-04-30.
  34. ^ "Engelbert strauss GMBH & Co. KG". 16 June 2015. Archived from the original on 8 March 2022. Retrieved 9 March 2022.
  35. ^ "Bluesign System". Engelbert Strauss. Retrieved 2022-11-28.
  36. ^ "Schutz für 1000 Baumriesen: Engelbert Strauss wird Partner des Bundesforstes". Fuldaer Zeitung (in German). 2022-05-28. Retrieved 2022-11-28.
  37. ^ "Unternehmen wird Partner des Bundesforstes: Strauss schützt 1.000 Baumriesen". Kinzig News (in German). 2022-05-27. Retrieved 2022-11-28.
  38. ^ "Talentförderung ist hier Programm". Antonius (in German). Retrieved 2022-11-28.
  39. ^ "Social Commitment at Engelbert Strauss". Engelbert Strauss. Retrieved 2022-11-28.
  40. ^ Schleidt, Daniel (2019-08-12). "Engelbert Strauss: Mode für Handwerker, Hipster und Hardrocker". Frankfurter Allgemeine Zeitung (in German). Retrieved 2025-04-30.
  41. ^ "Metallica trägt Engelbert Strauss auf Tour – neue Kollektion". Fuldaer Zeitung (in German). 2019-05-17. Retrieved 2025-04-30.
  42. ^ Rodstein, Ilja (2023-11-11). "Engelbert Strauss bringt neue Super Mario-Mode-Kollektion auf den Markt". NTower (in German). Retrieved 2025-04-30.
  43. ^ "Engelbert Strauss präsentiert Fast & Furious-Kollektion". Vau-Max (in German). 2023-04-04. Retrieved 2025-04-30.
  44. ^ "DFB verlängert mit Engelbert Strauss als offiziellem Workwear-Partner". DFB - Deutscher Fußball-Bund e.V. (in German). Retrieved 2022-11-28.
  45. ^ Kodzo, Joshua (2022-11-25). "WM 2022 in Katar: Das sind die Sponsoren der DFB-Elf". Rheinische Post (in German). Retrieved 2025-04-30.
  46. ^ "Engelbert strauss to feature on Eintracht DFB Cup shirt sleeves". Eintracht (in German). 2019-08-09. Retrieved 2025-04-30.
  47. ^ "AS&S gewinnt Honda und Engelbert Strauss als Programmsponsoren". Horizont (in German). 2012-12-03. Retrieved 2025-04-30.
  48. ^ Strahlendorf, Peter (2014-01-07). "Engelbert Strauss grüßt als neuer Sponsor bei der Handball-Europa-Meisterschaft 2014". New Business (in German). Retrieved 2025-04-30.
  49. ^ Saleh, Tariq (2024-05-10). "Infront bolsters sponsorship portfolio for IIHF World Championship". Sportcal. Retrieved 2025-04-30.
  50. ^ "Henning Strauss: "We are always in a process of transformation"". 15 December 2021.
  51. ^ Ommert, Silja (2024-08-02). "„Könnte nicht besser passen": Strauss wird offizieller Partner des FC Liverpool". Fuldaer Zeitung (in German). Retrieved 2025-04-30.
  52. ^ "Strauss empfängt Los Angeles FC im ALEA RESORT". Kinzig News (in German). 2024-06-19. Retrieved 2025-04-30.
  53. ^ Meadow, Shawn (2024-06-11). "Engelbert Strauss signals Americas push with Mexican FA deal". SportBusiness. Retrieved 2025-04-30.
  54. ^ Donaldson, Alex (2024-06-11). "Mexican, US soccer bodies announce new partnerships". Sportcal. Retrieved 2025-04-30.
  55. ^ "Strauss erneuert Partnerschaft mit UEFA Europa League und UEFA Europa Conference League". UEFA. 2023-09-29. Retrieved 2025-04-30.
  56. ^ Götze, Johannes (2022-05-14). "Europa-League-Finale: Zwei Eintracht-Fans sind Einlaufkinder". Torgranate (in German). Retrieved 2025-04-30.
  57. ^ "UEFA Europa League player mascots dressed by Engelbert Strauss". UEFA Foundation. Retrieved 2025-04-30.
  58. ^ "Engelbert Strauss becomes official partner of UEFA EURO 2024". UEFA. 2022-10-07. Retrieved 2025-04-30.
  59. ^ Sonnenschein, Bettina (2022-10-10). "Uefa Europameisterschaft 2024: Engelbert Strauss kleidet die Macher der Fußball-EM ein". Horizont (in German). Retrieved 2025-04-30.
  60. ^ "Engelbert Strauss sucht 612 Ballkids für Fußball-Europameisterschaft". Kinzig News (in German). 2024-03-03. Retrieved 2025-04-30.
  61. ^ Pogany, David (2024-07-12). "Dinslakener koordiniert Ballkinder bei der EM". Neue Ruhr Zeitung (in German).
  62. ^ "Freaks 4U Gaming Signs Engelbert Strauss as Multi-year Naming Rights Sponsor for Strauss Prime League". Freaks4U. 2012-12-06. Retrieved 2025-04-30.
  63. ^ Nicholson, Jonno (2021-12-06). "Engelbert Strauss becomes named sponsor of Prime League". eSports Insider. Retrieved 2025-04-30.
  64. ^ Sohst, Malte (2021-09-22). "LS22 kommt mit neuen Charakteren". Profi (in German). Retrieved 2025-04-30.
  65. ^ "Engelbert Strauss sponsert europäische Top-Wettbewerbe". Kinzig News (in German). 2021-07-27. Retrieved 2025-04-30.
  66. ^ "Pop-up-Stores und Shops: Bauhaus kooperiert mit Strauss". Retail News (in German). 2024-11-25. Retrieved 2025-04-30.
  67. ^ "DFB ePokal erstmals mit EA Sports FC 24". Games Wirtschaft (in German). 2023-11-02. Retrieved 2025-04-30.
  68. ^ Meister, David (2023-02-08). "Engelbert Strauss wird Partner von NFL-Team Kansas City Chiefs – bald eine eigene Modelinie?". Redaktions Netzwerk Deutschland (in German). Retrieved 2025-04-30.
  69. ^ Hammer, Peter (2023-03-07). "Wie Engelbert Strauss vom NFL-Hype profitiert". Werben & Verkaufen (in German). Retrieved 2025-04-30.
  70. ^ Sonnenschein, Bettina (2023-08-11). "Sportsponsoring: Engelbert Strauss wird Workwear-Partner der NFL". Horizont (in German). Retrieved 2025-04-30.
  71. ^ Schasche, Stefan (2023-08-10). "Engelbert Strauss wird erster europaweiter NFL-Partner | W&V". Werben & Verkaufen (in German). Retrieved 2025-04-30.
  72. ^ "MLB partners with STRAUSS to become 1st brand partner on batting helmets". MLB.com. Retrieved 2024-09-13.
  73. ^ Feldman, Jacob (2024-10-08). "Strauss Gets Sky-High ROI From MLB Playoff Helmet Logos". Sportico.com. Retrieved 2024-10-11.
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