May 26, 2026

OLYMP recruits ETERNA brand expert Philipp Lübbenjans

Just a few weeks after the OLYMP Bezner Group – based in Bietigheim-Bissingen (Ludwigsburg district, Baden-Württemberg, Germany) – announced that it had acquired all rights to the ETERNA shirt and blouse brand, the first personnel change is already taking place as part of the ongoing evaluation of a potential brand relaunch: Business expert Philipp Lübbenjans will move from the insolvent Eterna Mode GmbH to ETERNA KG, founded by the new brand owner, effective June 1, 2026.

Philipp Lübbenjans, 41, a certified textile business economist, joined Eterna Mode GmbH in Passau in 2018, where he headed its national wholesale distribution for six years. In May 2024, he was promoted to Sales Director, and has since been responsible for global wholesale sales at the Bavarian shirt and blouse specialist. Before joining Eterna Mode GmbH, Philipp Lübbenjans had already built up comprehensive product and market expertise during several years of service at the premium shirt brands Eton and Van Laack.

Mark Bezner, owner and CEO of OLYMP, explains: “With Philipp Lübbenjans, we are gaining a proven expert on the ETERNA brand who brings strong market and sales expertise. His extensive experience provides a valuable foundation for thoroughly evaluating the relaunch and substantively developing the future direction of the ETERNA brand.” In his new role, Philipp Lübbenjans will assume leadership of the newly established business unit effective June 1, 2026, and will be responsible for the strategic development of the potential business segment for ETERNA.

The acquisition of the trademark rights to ETERNA opens up additional options for OLYMP within its brand portfolio. The role ETERNA will play in the future, and what a successful continuation might look like, are part of the comprehensive strategic review that is currently underway simultaneously.

OLYMP Bezner KG, based in Bietigheim-Bissingen near Stuttgart, is the market leader for shirts in Germany and one of the leading shirt brands in Europe. The high-quality OLYMP clothing range, which includes shirts for business, leisure and special occasions, as well as an increasing number of knitwear and sweatwear items, trousers and, since autumn 2025, jackets, is sold in more than 40 countries worldwide. These include Belgium, Denmark, Germany, Finland, France, Greece, Great Britain, Ireland, Italy, Luxembourg, the Netherlands, Norway, Austria, Poland, Sweden, Switzerland, Slovenia, the Czech Republic and Hungary.

CONTACT: Marc Fritz | +49 7142 592-170 | marc.fritz@olymp.com | www.olymp.com