Olymp
New owner of the Eterna trademark rights
The Olymp Bezner Group, based in Bietigheim-Bissingen, has acquired all trademark rights to the long-established shirt and blouse brand Eterna from Eterna Mode GmbH in Passau.
For decades, the two companies were direct competitors in the European shirt market. Eterna filed for bankruptcy in December 2025 and announced that it would cease operations in the summer of 2026.
OLYMP owner and CEO Mark Bezner emphasizes his deep respect for Eterna’s long-standing achievements. Both brands share a commitment to high quality, timeless elegance, and a focus on impeccably crafted shirts. The goal now is to explore various options for successfully re-establishing the Eterna brand in the market and continuing to serve existing customers and retail partners.
The acquisition of the brand rights represents a strategic expansion of the OLYMP portfolio. Given their different target audiences, collections, and market positions, the two brands complement each other well and open up new opportunities to broaden their presence in a demanding fashion environment. While OLYMP is increasingly evolving into a lifestyle brand with a modern focus and expanding its range beyond classic shirts, Eterna continues to stand for traditional, quality-oriented expertise in shirts and blouses.
Additional synergies arise from different regional and international sales priorities. This enables OLYMP to further strengthen its market presence and cater more effectively to different customer groups.
OLYMP is the market leader in the German shirt segment and ranks among Europe’s leading brands. In addition to business, casual, and formal shirts, the product range includes knitwear, pants, and—since 2025—jackets. The products are sold in over 40 countries. Sales are primarily conducted through specialty retailers, as well as through the company’s own stores in Germany and Austria and its online shop.
Contact: Marc Fritzmarc.fritz@olymp.com
