The Bielefeld shirt manufacturer Seidensticker has announced that from 2025 it will only sell its womenswear collection under its own management. As the company confirmed at FashionUnited’s request, the women’s line will no longer be available wholesale from the fall/winter 2025 season. The industry magazine TextilWirtschaft had previously reported on the strategic realignment.
From this point on, the womenswear collection will be sold exclusively via the company’s own e-commerce channels and in the company’s own brick-and-mortar stores. According to a statement from Bielefeld, the decision is based on a detailed analysis of the various business areas.
“Womenswear Wholesale had difficult results because we could not be clear about the collection direction,” said Silvia Bentzinger, CEO of Seidensticker. “We couldn’t convey high-quality modernity at all point-of-sales points. However, the aim is to remain clear in the overall message.”
The women’s collection will remain a central part of the brand and will by no means disappear from the portfolio. Planned collaborations, for example with influencers, should be continued. In the future, however, there will only be four capsules per year. However, nothing will change in the sales structure of the men’s collection and the gender-neutral studio line.
