With the start of the Düsseldorf Fashion Days and the order season for spring/summer 2026, the look of the industry is aimed at the front – even if the present remains challenging in many places. Olympus was recently faced with difficult framework conditions. After two years of growth, the shirting specialist in 2024 had to cope with a significant decline in sales.
But how has been in 2025 for the company based in Bietigheim-Bissingen so far-and with what feeling is the order season? In the interview, Mark Bezner, managing partner at Olympus, talks about necessary strategic cuts and more realistic growth expectations.
Mr. Bezner, you described the most challenging year of your tenure in 2024. Did the situation relax a bit in 2025?
The framework conditions remain challenging. Even though we have not yet reached the previous level of sales in view of these accompanying circumstances, Olympus has proven to be a strong player in the international fashion industry. This solid market position enables us to invest significantly in the future of our company and to assert us confidently in the competitive competitive environment.
The order season spring/summer 2026 is imminent. How do you perceive the mood in the industry at the start?
The general willingness to order is still characterized by great uncertainty and reluctance. However, we benefit from the fact that we are a reliable partner: inside with a deep range of assortment, high product competence, strong brand attractiveness and solid sales potential.
Are there any noticeable changes in order behavior?
The budgets are further optimized and it is planned much more at short notice in order to be able to react more flexibly to request and trends.
How do you react?
In addition to our four annual fashion collections that are needed to give the ranges important and fresh impulses, our partners also benefit from a comprehensive never-out-of-stock program (NOS) including Seasonal NOS program with shirts in numerous explanations, colors, patterns, cutting forms, collar variants and sleeves in a wide range Accessories and a variety of sweaters, sweat, polo and T-shirts, which we have available for immediate access.
If you look at the coming days and weeks, which topics are currently moving the market – and how does Olympus pick them up?
The absolute specialist retail focus is on the further concentration on strong partners: inside and brands, which is advantageous for us, as well as the more efficient design of goods management. The needs of the end users are increasingly in the center of all decisions.
With a view to the spring/summer 2026 collection, what focuses did you consciously set in the design process?
The new collection is all about “The Preppy Club” and takes you to a world in which summer is not only a season, but also a mindset. A world in which clubhouse flair combines with the lightness of sunny days-and fashion becomes the language of a special lifestyle.
And which colors and style worlds are particularly important this time?
In the business segment, pastel colors, fresh, bright green tones as well as red, eggplant and neutral predominate. In the leisure area, our brand colors dominate with various blue nuances, off-white and natural tones. Furthermore, green and brown tones as well as the color highlights mango yellow and Sunset pink.
What role do shirts currently play in the menswear and where does the product group develop?
Shirts still form an enormously important sales column in men’s fashion. We have responded to the changed carrying habits of recent years and have expanded our product range accordingly, for example with our attractive smart business segment, which is of great interest. Linen items and polo shirts are also very popular. Here, too, we have consistently developed and expanded our range.
How important is the premium segment currently for Olympus, especially in a market environment that is strongly shaped by uncertainty?
With regard to the trading-up, the premium segment gains relevance. For our premium product Olymp Signature, only exquisite materials and elaborate processing methods are used. In addition to predominantly high -quality full -time tissues, the shirts are characterized by the finest handcap seams, removable collar sticks or mother -of -pearl buttons, which are sewn on stem and wrapped by cockening base according to the Neapolitan tradition.
In addition, a single size grade, in which each shirt size is cut separately according to individual dimensions, ensures that the shirt wears and tailor-made. In doing so, we specifically address a demanding target group that value exclusivity and shows a pronounced willingness to invest in exceptional quality accordingly.
Olympus is traditionally strongly positioned in the roof region. How do markets are currently developing in Germany, Austria and Switzerland – also in the context of opening their new Swiss online shop?
Together with Benelux, the roof region is by far our strongest sales market. In all of these countries, Olympus has long been established in specialist shops. This proven cooperation with our trading partners: we want to further intensify inside. At the same time, we strive to further strengthen our own sales activities in the course of our corporate strategy and consistently advance the internationalization of the Olympus brand.
After the success of the country shops in Germany, Austria, the Netherlands, France, Belgium and Luxembourg, Switzerland is already the seventh sales market in which we started with our e-business.
Which markets also offer potential for growth in addition to these regions?
We still see potential in all of our markets across Europe. Outside of the roof and Benelux, especially in Denmark, France, Great Britain, Italy, but also in Poland, the Czech Republic or Hungary.
What role does inpatient trade play in its overall strategy, especially in comparison to your digital sales channels? Are there any expansion plans here?
Sales through the clothing specialist still form our most important sales column. Inpatient areas remain an indispensable contact point between the brand and existing and potential brand fans. Only here can the brand be experienced in authentic, tangible and emotional way. The proven cooperation with our trading partners: We therefore want to consolidate further and gain new partners.
What do you expect for the second half of 2025? Both in economic terms and with regard to your market position and trade overall?
There are currently no signs of an early and noticeable recovery of private fashion consumption to a greater extent.
What we feel, however, is that our cooperation with the Oscar winner Matthew McConaughey has already proven to be an important milestone in our transformation from the product specialist to the lifestyle brand in the first few months of collaboration. The high advertising pressure associated with the communication measures initiated by us will further significantly increase the brand awareness and desire to increase and increasingly increase the demand for our high -quality products.
And at the end, where do you want to stand with Olympus at the end of the year?
In view of the currently extremely volatile planning horizon, I do not want to comment on a concrete forecast at the present time. However, we do everything we can to influence the developments in our sense.
This interview was conducted in writing.