Leineweber (company)

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Leineweber GmbH & Co. KG

logo
legal form GmbH & Co. KG
founding 1888
Seat Herford , Germany
Number of employees 1190
sales 310 million euros
Branch Fashion
Website www.brax.com
Status: 2016

The Leineweber GmbH & Co. KG with its brand name BRAX is a clothing manufacturer based in East Westphalia Herford , which emerged from a clothing factory from the late 19th century.

Brax headquarters in Herford

history

Company logo in advertisements in the 1920s

In 1888 founded the Berlin merchant Bernward the company Leineweber Leineweber . He was one of the first manufacturers of men's clothing , which he produced himself and sold in his shop in Berlin's Oranienstrasse. In 1892 he opened the first branch on the Köllnischer Fischmarkt , which developed into the main business. In 1929 he sold the company during the Great Depression of the Herford Herbert Tengelmann , who continued the established company name. The Tengelmann family is still the main shareholder of the Leineweber Group today.

After the takeover, Tengelmann moved the company headquarters to Herford in East Westphalia in 1932. A branch remained in Berlin , which continued to manufacture and sell men's clothing under the name Heinrich Leineweber .

After the Second World War and the associated division of Germany into zones of occupation , the brand name BRAX was created in 1950. The manufacturers derived it from the Latin term for trousers "BRAKA" and from the English company DAKS, for which the company produced under license.

In some major German cities, such as Hamburg and Berlin, retail stores operated by the "Leineweber" company were still to be found. At peak times it was up to 24.

From 1971, Brax Leineweber concentrated on the production of men's trousers under the brand name BRAX and thus became a product specialist. In 1972 the product range was expanded to include women's trousers. In 1989, when it was expanded again, the BRAX Golf line was added, a complete collection for golf . In 1995 the functional pants for the "man in his prime", EUREX, followed, which was completed in 1999 by the Raphaela line for women.

In the 1990s, Leineweber sold all retail stores. In addition to sales through the retail trade (including “ shop-in-shop ”), pure trouser shops were later set up under the “Brax” company.

In 2000 there was a brand relaunch with the logo "BRAX Feel Good". At the same time, the product range was expanded to include knitwear, both in men's and women's outerwear, as well as a separate men's shirt collection. A separate online shop was opened in 2009.

Brands

The following brands are managed under the umbrella of Leineweber GmbH & Co. KG: BRAX and BRAX Golf, Eurex by BRAX, Raphaela by BRAX and BRAX Active. In addition, Brax Leineweber has decided to bring its own brand Deyk back to life in autumn 2012 and to start with a new women's trousers collection.

Company data

Sales grew to € 307 million in the 2013 financial year (previous year: € 283 million). The areas of men's shirts and knitwear as well as women's blouses stand out as the largest growth areas. International Sales accounted for 30% of total sales. With over 1400 shop areas in the textile retail sector, the company generated around 50% of sales, of which 200 areas were newly built or converted. The online shop BRAX.com has proven to be a further growth engine. Here the company grew by over 60 percent. The 84 stores of the clothing supplier from Westphalia are also considered established. In 2011, the Herford-based company expanded its logistics capacities and invested more than € 10 million in new warehouse logistics. In December 2014, the company acquired the former Herford military replacement office, which is located directly across from the headquarters. The multi-storey house has a further 2,100 square meters of office space.

The company employs more than 1150 people, 55 of whom are trainees. In Herford alone, around 780 employees work in the headquarters, a service / technology center and two logistics centers.

Stores and factory outlet centers

In January 2015 there were 108 shops, 39 of them in Germany. Of the 69 international stores, 43 are in China, 17 in Belgium, four in Russia, two in Ukraine and one each in the Netherlands, Latvia and Kazakhstan.

Factory sales or so-called BRAX Factory Outlet Centers are available at the following locations (as of October 2014): Herford, Ingolstadt , Metzingen , Soltau , Brinkum , Wertheim , Wustermark near Berlin, Zweibrücken and one in Parndorf, Austria .

Sports sponsorship

The company has been Borussia Mönchengladbach's official business outfitter since the 2010/11 season . Brax Leineweber also equips the German golfer Marcel Siem .

Web links

Commons : Leineweber  - Collection of images, videos and audio files

Individual evidence

  1. a b Consolidated financial statements for the 2016 financial year in the Federal Gazette
  2. ^ Company advertisements> Heinrich Leineweber, Köllnischer Fischmarkt 4/5 . In: Berliner Adreßbuch , 1943, III, p. 552.
  3. a b Guido M. Hartmann: It started with pants for a mark. Die Welt, April 28, 2013, accessed July 14, 2017 .
  4. a b c HISTORY. Leineweber GmbH & Co. KG, accessed on July 14, 2017 .
  5. Relaunch of the Deyk brand ( Memento of the original from March 8, 2016 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. @1@ 2Template: Webachiv / IABot / www.fabeau.de
  6. a b Brax.com: Facts ( Memento from April 13, 2015 in the Internet Archive )
  7. brax.com ( Memento of the original from December 17, 2014 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. @1@ 2Template: Webachiv / IABot / www.brax.com
  8. westfalen-blatt.de
  9. Stores. (No longer available online.) Brax.com, archived from the original on January 26, 2015 ; accessed on January 26, 2015 . Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. @1@ 2Template: Webachiv / IABot / www.brax.com
  10. Brax factory sales and factory outlet centers ( Memento of the original from July 4, 2012 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. @1@ 2Template: Webachiv / IABot / www.brax.com
  11. BRAX continues to sponsor Borussia Mönchengladbach ( Memento from February 12, 2013 in the web archive archive.today )

Coordinates: 52 ° 6 ′ 52 ″  N , 8 ° 39 ′ 36 ″  E