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From a boutique to one of Europe’s major fashion and lifestyle companies.

The s.Oliver Group was established by Bernd Freier in 1969. In just a few decades, it grew into one of Europe’s leading fashion companies. In 2019, the company celebrated its 50th anniversary. The multinational group of companies employs around 6,100 people internationally. Besides the brands s.Oliver, comma, Q/S and Liebeskind Berlin, the company portfolio also includes TRIANGLE.

s.Oliver brand world

People all over the world have loved s.Oliver’s international standard fashion for more than 50 years. The label is the company’s umbrella brand and covers a wide range of different lifestyles. It is therefore in a position to always perfectly deliver what its customers are looking for – your life, your style! With monthly changing collections in the different lifestyle worlds, s.Oliver ensures that its fashion is always on trend and that its customers can experience the brand’s entire spectrum. s.Oliver stands for fashion that upgrades the mundane with a keen eye for detail and encourages people to experiment with their own style and to discover something new. At the same time, the brand offers sophisticated and contemporary looks for important work and leisure time occasions by adding new twists to its perfect cuts. The brand world is complemented by thirteen licensed product lines produced in collaboration with selected licensing partners. All s.Oliver products unite quality with utter comfort and excellent value for money, which is also the secret behind s.Oliver’s success.

Q/S designed by

We are Q/S designed by – the urban lifestyle brand. Fashion lovers, rebels at heart, friends of adventures and seekers of iconic styles. We are young. We are bold. We are fashion.

For people who live the moment, communicate and know how to make a statement. Young & bold. Style is important to us every day, every week. We love changes of direction and like individual looks. Casual, urban fashion with unusual cuts and innovative looks: Q/S designed by is fashion for the here and now. We are digital natives who are at home anywhere in the world. Always on trend, always connected, always authentic.

Company history

Company founder Bernd Freier opened his first retail store, called “Sir Oliver”, in Würzburg in 1969. It was named after the hero of Charles Dickens’ novel Oliver Twist; the name was later abbreviated to s.Oliver. The brand name was registered with the German patent office in Munich on 27 April 1979. In 2019, s.Oliver successfully celebrated its 50th company anniversary. Today, around 6,100 employees all over the world jointly ensure the ongoing success of the multinational group of companies.

All key departments, from design and marketing to sales and distribution, are based at the company headquarters in Rottendorf in Franconia, near the university town of Würzburg. This is where the collections are developed. They are then manufactured in production facilities in Europe, the Middle East and Asia. Every week, up to three million garments are dispatched from here to destinations all over the world.


s.Oliver is a vertically structured company and manages the entire value creation chain, from the development to the retailing of its products, in-house. All activities are focused on the needs of the end consumers. The collections are sold in the company’s own retail stores, partner stores, its own online shop as well as indirectly in shop-in-shops and also through wholesale retail and by mail order. Besides fashionable products and a fast product design to PoS turnaround, s.Oliver also offers its retail partners extensive visual merchandising support.



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