Carlsquare advised the sustainable underwear brand erlich textil on its sale to the CALIDA GROUP
The CALIDA GROUP acquired the sustainable German underwear brand erlich textil. With the acquisition of the young brand, the CALIDA GROUP continues to expand its strong market position in the underwear sector as planned. At the same time, the acquisition of the online retailer strengthens the Group’s pioneering role in the growth areas of sustainability and e-commerce. The CALIDA GROUP will use its recognised brand expertise to further accelerate the growth of erlich textil.
Since its founding in 2016, erlich textil, based in Cologne, stands for fairness, sustainability, and a positive working environment. The online-only retailer (D2C) has distinguished itself in recent years through continuous growth and a scalable digital infrastructure. With its underwear products, which are made in Europe with high-quality fabrics from organic farming and renewable raw materials, erlich textil creates sustainable alternatives on the underwear market. The Cologne-based company won the German Sustainability Award Design (DNP) in 2021. erlich textil is continued by the founding team Sarah Grohé and Benjamin Sadler. erlich textil is a brand of Vorfreude GmbH, in which the CALIDA GROUP acquired a 90 percent stake.
Hans-Kristian Hoejsgaard, Chairman of the Board of Directors of the CALIDA GROUP, comments: “With the acquisition of erlich textil, a digital pure-player with a focus on a young target group, we are purposefully implementing the ACCELERATE 2026 strategy announced at the Capital Market Day. We are particularly pleased that erlich textil and the CALIDA GROUP also share the same values and demands regarding sustainability and quality.”
Sarah Grohé, founder of erlich textil: “We are very pleased to have found a reliable partner in the CALIDA GROUP with whom we can start the next growth phase of erlich textil. The shared values regarding customer experience, quality and sustainability form a strong foundation for a successful future.”
Timo Schmidt-Eisenhart, CEO of the CALIDA GROUP, comments: “I am very pleased that we can further expand our market share in the sustainable underwear market with the acquisition of erlich textil. The young brand already has a loyal customer base. We want to support the further growth of erlich textil with our experience in brand building and in international markets. At the same time, the CALIDA GROUP will be able to benefit from new ideas and impulses in the areas of sustainability and digital business. We are looking forward to this fruitful collaboration.”
Carlsquare acted as the exclusive financial advisor to the D2C basics fashion brand erlich textil.
