Bruno Banani

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bruno banani underwear GmbH

logo
legal form GmbH
founding 1993
Seat Chemnitz GermanyGermanyGermany 
management Wolfgang Jassner ,
Jan Jassner
José Borge
Number of employees 120 (2019)
sales 120 million euros (2018)
Branch Textile industry
Website www.brunobanani.de

The Bruno Banani Underwear GmbH (proper spelling Bruno Banani ) is a fashion company based in Chemnitz. Bruno-banani products are supplied to over 1500 specialist shops in Germany and abroad. The trademark is protected.

history

The company was founded on November 1st, 1993 by the business economist Wolfgang Jassner as majority shareholder and Klaus Jungnickel in Mittelbach (today Chemnitz ) in the buildings of the former state-owned company VEB Trikotex. Initially, designer underwear for men was produced with 15 seamstresses, and soon also for women. In 1999 the company moved to Chemnitz, where around 100 people work in production and produce around 1 million items of laundry every year.

The production of women's and men's collections and swimwear was added later. Licensed products from the lifestyle sector such as women's clothing, men's clothing, fragrances and home textiles complete the range. The most important license partners were the international perfume and cosmetics group Coty, Inc. and the Hamburg Otto Group . Coty manages the licensing rights for the fragrance range, which according to its own information is Germany's number 1 perfume brand. In addition, Bruno Banani has been expanding his own sales network since 2000, now with 12 outlet stores in Germany and abroad. Brand sales of around 122 million euros were achieved in 2018. Bruno Banani exports to 17 countries such as Russia and other countries in Europe, China and Australia.

In 2018 the company celebrated its 25th birthday.    

Awareness and Marketing

Bruno banani underwear GmbH gained international attention with its underwear designs and event marketing campaigns. The company's marketing strategy included numerous commercials on German television and politically motivated multi-channel campaigns such as the “scrapping premium for underwear” as well as the so-called “extreme tests” (see below). Bruno Banani achieved a coup when the luge driver of the same name, Bruno Banani, took part in the 2014 Olympic Winter Games in Sochi . The Tongan was the first to represent his homeland in a winter sport.  

The "extreme tests":
year title description Claim
1996 Crossing the desert The adventurer Achill Moser traveled from Jerusalem to Zimbabwe in 120 days. He covered the 10,000 km in bruno-banani underwear "Your Perfect Underwear". 10,000 km Adventure Tested - Ultimate Quality
1997 ECO Challenge Equipped with the "Air Active" lingerie collection, a German team of athletes mastered a 500 km route through the Australian jungle under extreme conditions. "Air Active" withstands all the rigors of the outback
1998 MIR mission The company equipped cosmonauts on the Mir space station with “Your Dynamic Underwear” and showed the cosmonauts training in their outfits during the fashion fair in Düsseldorf. Space Proofed Underwear - First Designer Brand in Space
2001 Pressure test on the Bermuda triangle The crew of a deep-sea expedition in the Bermuda Triangle was equipped with the “Your Funtastic Oxygen” lingerie collection and sent in a diving boat to a depth of 4,800 m. Pressure Proof - First Designer Brand 4,800 m Under The Sea
2010 Mars 500 Six astronauts from Russia, France, Italy and China were equipped with special "on-board underwear" for their Mars trip simulation, which was primarily intended to break through the sickly monotony of their mission. Space proofed and varied
2012-2015 World Trike Tour bruno banani supported the pilot couple Doreen Kröber and Andreas Zmuda as they circumnavigated the world in an ultralight aircraft. "World proofed" quality seal
2014 Sochi - the dream of the Olympics The Tongan luge driver Bruno Banani made it to 32nd place at the Olympic Winter Games in Sochi. Coconut Power

literature

  • Stuart Slatter, David Lovett: Corporate Recovery: Managing Companies in Distress. Beard Books, Washington DC 1999, ISBN 1-58798-242-0 ( limited preview in Google Book Search).
  • Karl-Heinz von Lackum: With branding to the top !: How they outperform the competition even without advertising millions. Gabler, Wiesbaden 2004, ISBN 3-409-12668-6 ( limited preview in the Google book search).
  • "Produce in Germany and sell in China!" Bruno Banani Underwear GmbH Chemnitz , in: Ulrich Heß: Entrepreneurs in Saxony. Motive, self-understanding, responsibility , Militzke Verlag, Leipzig 2006 ISBN 3-86189-754-7 , pp. 16–31

Web links

Individual evidence

  1. Bruno Banani makes 8% plus . Textilwirtschaft, November 2, 2018, accessed July 10, 2019
  2. bruno banani trademark register
  3. bruno banani company history. Retrieved August 7, 2018 .
  4. ^ P and G confirms names of all 43 brands sold to Coty. Accessed August 7, 2018 (English).
  5. Underpants from Chemnitz will be 25 years old. Retrieved May 15, 2019 .
  6. Brand sales of Bruno Banani from 2012 to 2018 (in million euros) . Statisia, accessed July 10, 2019
  7. ^ How underpants toboggan runner Bruno Banani provokes the IOC. Retrieved May 15, 2019 .