Schiesser Expanding Presence: 25 New Branches Planned Across Europe by 2027
In a recent report, Sonja Balodis, the CEO of underwear manufacturer Schiesser, announced the company's plans for growth and increased visibility.
Currently, Schiesser operates 110 own stores across various locations. However, Balodis revealed that the company aims to open an additional 25 stores in Europe by 2027. This expansion is part of Schiesser's strategy to boost its external visibility, as Balodis acknowledged that there is room for improvement in this area.
Schiesser has a balanced distribution strategy, with approximately half of its products sold through its own stores or directly to customers via its website. The remaining half is sold through stationary retail. This distribution approach allows Schiesser to reach a wide range of customers and cater to different preferences.
The company's customer base is primarily composed of individuals aged between 40 and 60 years old, accounting for 80% of its customer base. This demographic focus reflects Schiesser's commitment to serving a specific market segment effectively.
The Israeli textile conglomerate Delta Galil currently owns Schiesser. However, the company's history with the Swiss private equity firm Calida Holding AG dates back to 2012, when Calida Holding AG became the owner of Schiesser.
In the 2024 fiscal year, Schiesser achieved over 200 million euros in turnover, marking a significant increase from the previous year. This turnover growth has continued in the first half of 2025, indicating a positive trend for the company.
Balodis announced the marketing offensive to increase Schiesser's external visibility in the "Suedkurier" on Thursday. The specific details of this offensive have not been disclosed, but it is expected to contribute to Schiesser's growth and continued success in the underwear market.
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