July 16, 2026

OLYMP: German menswear retailers experience Spring 2027 collec-tion

OLYMP Bezner KG, based in Bietigheim-Bissingen (Ludwigsburg District, Baden-Württemberg, Germany) is consistently refining its business fashion range. By combining business and casual styles in its Spring 2027 collection, the fashion brand is taking the next step toward becoming a holistic lifestyle brand. At an exclusive on-site event, the HAKA ERFA Group Southwest, a network of leading menswear retailers in southwest Germany, gained a first-hand insight into OLYMP’s new assortment and retail space concept, which is designed to offer specialist retailers additional guidance and growth opportunities.

At OLYMP, the ‘Modern Classic’ and ‘Smart Casual’ styles will be more closely integrated in future. The new officewear is hybrid, translating classic business sophistication into modern, versatile looks and combining previously separate segments into a harmonious whole. In doing so, OLYMP is extending the product excellence that has made the brand the market leader in shirts in Germany – based on high quality, exceptional expertise in fit and compelling value for money – to other relevant product categories. By structuring the product range into four modules, each with two different sizes, the aim is to secure existing display space for shirts in specialist retailers, expand it strategically with additional products and present it in a more emotionally engaging way overall. The aim is to make consumers more inspired through hybrid looks and to tap into additional sales potential through new placements at the point of sale.

Heiko Ihben, OLYMP Managing Director for Brand, Product & Human Resources, says: “Business fashion is undergoing a fundamental transformation. Dress codes are becoming more hybrid, opening up new freedoms in the choice of garment. This is precisely where guidance, reliability and a modern understanding of style are required. With our collections, we provide inspiration for versatile, everyday looks that exude confidence and feel natural to wear – from classic business occasions to modern office life.”

The four modules cover relevant occasions such as business, special occasions/evening wear, smart business and casual wear. Each module follows a clear product, look and communication strategy at the point of sale. The concept is supported by a cross-channel 360-degree campaign across print, digital and social media, as well as consistent in-store presentation with targeted sales support. In addition, OLYMP provides its specialist retail partners with extensive advertising, image and video material. Furthermore, a customised daily newspaper insert is provided free of charge for targeted distribution within the local catchment area.

The HAKA ERFA Group Southwest comprises 14 key, long-standing OLYMP retail partners. These include leading regional fashion retailers such as Saturn in Aalen, Fischer in Kirchheim unter Teck, Röttele in Schwäbisch Gmünd, May in Waldshut, Hoffmeyer in Oberndorf, Hofmann in Laupheim, Fuchsweber in Fürstenfeldbruck, Schmitt in Neustadt an der Weinstraße, Zwicker in Konstanz, Broghammer in Villingen-Schwenningen, Münch in Künzelsau, Kehrer in Leinfelden-Echterdingen, Rösch in Geislingen and Zeller in Achern. This network of leading specialist clothing retailers in southwest Germany is an important partner for OLYMP and stands for close, practical cooperation with the specialist fashion retail sector.

CONTACT: Marc Fritz | +49 7142 592-170 | [email protected] | www.olymp.com