How well do you know stichd?
stichd: Innovating fashion essentials and fanwear with PUMA’s legacy
October 14, 2024stichd: Innovating fashion essentials and fanwear with PUMA’s legacy
October 14, 2024Let us introduce you to stichd! The daughter company of the PUMA Group is a trusted brand partner for a growing portfolio of A-list brands. With a steadfast commitment to quality and convenience, stichd seamlessly integrates design, sales, logistics, marketing, and e-commerce to deliver exceptional products to both B2B and B2C markets. Read on to discover how stichd is making waves within the PUMA family!
From socks to global licensing partner
Originally founded as Dobotex in 1979, stichd began as a socks company. In 1997, it became a licensee for PUMA, initially producing only socks. PUMA acquired Dobotex in 2011, and rebranded the company as stichd in 2019. As a 100 % subsidiary of the PUMA group, stichd is now a trusted partner for a growing portfolio of A-list brands. stichd produces now licensed products across three areas: fashion essentials (legwear, bodywear, and swimwear), fanwear (motorsport and teamsport), and lifestyle apparel and accessories.
What does stichd do?
The focus is on crafting a diverse range of products that include bodywear, legwear, swimwear, and fanwear. These products are designed to be the “humble heroes” of our everyday life—the first pieces you put on and the last you take off. From branded socks and underwear to fashionable swimwear and fanwear, stichd makes sure that every product is personal and enhances the consumer’s experience, whether it’s cheering for a favourite team or enjoying a day at the beach.
Where is stichd located?
Headquartered in ‘s-Hertogenbosch, the Netherlands, stichd boasts a global presence with sales offices across Europe, the UK, Mexico, China, and Southeast Asia. The company’s warehousing and logistics operations are strategically located in Tilburg, Netherlands, and supported by service partners in Mexico, China, and Malaysia. This extensive network allows stichd to serve a worldwide customer base.
Brand campaign images
What is the company’s brand portfolio?
stichd’s specialty lies in its ability to connect various aspects of the fashion and fanwear industry, creating a cohesive and convenient experience for its customers. The company’s brand portfolio is extensive, featuring PUMA and other renowned names such as Tommy Hilfiger, Levi’s, Head, and Calvin Klein for essentials. In their fanwear segment, stichd partners with various brands like Ayrton Senna, BMW Motorsport, Formula 1, and Manchester City Football Club. And BMW Motorsport Lifestyle in their lifestyle segment.
What I think is fantastic about our process is that we own the whole value chain. This means we start by getting under the skin of a brand, understanding its design, DNA, and heritage. We then translate that into a product, market it, produce it, and perform quality control in our fully automated distribution centre. Finally, our sales team around the world brings it to the shop floors of our customers.
