March 16, 2026

OLYMP secures the rights to the shirt and blouse brand Eterna 

For many decades, the OLYMP and Eterna brands competed with one another. Now, the OLYMP Bezner Group from Bietigheim-Bissingen (Ludwigsburg district, Baden-Württemberg, Germany) has acquired all brand rights, in particular those to the core brand ETERNA, from Eterna Mode GmbH, based in Passau. The Bavarian shirt and blouse specialist had to file for insolvency in mid-December 2025 and recently announced that it would be ceasing operations in the summer of 2026.

Mark Bezner, owner and CEO of OLYMP, explains: “We have great respect for the entrepreneurial achievements of our long-standing competitor Eterna, which has shaped the German and European shirt market for decades alongside OLYMP. Both brands have always been united by a strong sense of quality, a flair for timeless elegance and the pursuit of the perfect shirt. We are already examining various scenarios for how we can successfully establish the Eterna brand again in the market for its many loyal brand followers and wholesale partners.”

Acquiring the trademark rights to the core brand Eterna and its other registered trademarks represents a valuable addition to OLYMP’s growing brand and product portfolio. Given their heterogeneous collection statements, market coverage, target group approaches and product range positioning in the retail sector, the two brands complement one another. They offer OLYMP lots of opportunity to position itself even more broadly and flexibly in the future in a persistently challenging market environment in the fashion industry.

OLYMP is gradually evolving from a product specialist to a lifestyle brand through the targeted expansion of its clothing range, achieving a higher degree of modernity with its innovative designs and distinctive brand image. In this way it appeals to a more trend-conscious clientèle, while Eterna primarily stands for a quality-conscious shirts and blouses tradition with a unique brand identity. Further potential arises from the differing regional and international sales focus areas of the two brands, allowing their respective market positions to complement each other perfectly.

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 Austria, Belgium, the Czech Republic, Denmark, Finland, France, Germany, Great Britain, Greece, Hungary, Ireland, Italy, Luxembourg, the Netherlands, Norway, Poland, Slovenia, Sweden and Switzerland.

OLYMP products are primarily distributed via specialist clothing retailers. As part of its own retail strategy, which represents an important addition to the expansion of its brand presence, OLYMP is pursuing a prudent expansion strategy. Its own retail activities include brick-and-mortar OLYMP stores in Germany and Austria and the OLYMP online shop.

You can find the new OLYMP collection in our Webshop:

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