stichd Company Profile

Background

stichd, formerly known as Dobotex, is a subsidiary of the PUMA Group specializing in the design, production, and distribution of fashion essentials, fanwear, and lifestyle products. Established in 1979 and rebranded in 2019, stichd focuses on creating products that resonate personally with consumers, such as bodywear, legwear, swimwear, and fanwear. The company's mission is to "Consciously Craft Convenience" by integrating design, sales, logistics, marketing, and digital solutions to deliver exceptional products and experiences.

Key Strategic Focus

stichd's strategic focus encompasses three primary areas:

Essentials: Developing and distributing branded socks, underwear, and swimwear in partnership with brands like PUMA, Tommy Hilfiger, Levi's, HEAD, and Calvin Klein.

Fanwear: Producing licensed merchandise for motorsport and football teams, including BMW Motorsport, Formula 1, Porsche Motorsport, Scuderia Ferrari F1 Team, Aston Martin F1 Team, and Manchester City Football Club.

Lifestyle: Creating lifestyle apparel and accessories, notably for BMW Lifestyle.

By weaving together design, sales, logistics, marketing, and digital capabilities, stichd aims to provide a seamless one-stop-shop environment for its partners and consumers.

Financials and Funding

As a member of the PUMA Group, stichd benefits from the financial backing and resources of its parent company. While specific financial details are not publicly disclosed, stichd operates as a significant entity within the PUMA Group, contributing to its overall revenue and market presence.

Pipeline Development

stichd manages approximately 30 collections per season, encompassing around 800 styles, including both never-out-of-stock (NOS) and seasonal items. The company's product development pipeline is robust, focusing on continuous innovation and collaboration with brand partners to deliver high-quality products that align with consumer preferences and market trends.

Technological Platform and Innovation

stichd leverages advanced technological platforms to enhance its operations and product offerings:

Product Lifecycle Management (PLM): Implemented Centric Software's Centric C8 PLM system to streamline design and sourcing processes, ensuring a single source of truth for product information and improving efficiency and accuracy.

E-commerce and Digital Tools: Utilizes platforms such as Salesforce Commerce Cloud and Figma to drive sales and design initiatives, enabling a tech-enabled sales strategy and optimized product development.

Leadership Team

stichd's leadership team comprises experienced professionals dedicated to driving the company's strategic objectives:

Head of E-Commerce: C.K.

Head of Digital Solutions: L.R.

Head of IT Operations: E.H.

These leaders bring diverse backgrounds and expertise, contributing to stichd's growth and innovation in the fashion and lifestyle sectors.

Competitor Profile

Market Insights and Dynamics

The fashion essentials and fanwear markets are characterized by rapid innovation, brand collaborations, and evolving consumer preferences. stichd operates in a competitive landscape where agility and strong brand partnerships are crucial for success.

Competitor Analysis

Key competitors include:

Trisula International: A diversified company designing and manufacturing textiles and garments.

Misook: A designer of clothing products.

Lecimar Confeccoes: A designer and supplier of clothing.

Atlantic Mills Thailand (AMC): A manufacturer of denim fabrics.

These companies offer similar products and services, competing in the same market segments as stichd.

Strategic Collaborations and Partnerships

stichd has established significant collaborations to strengthen its market position:

BMW Partnership: Collaborated with BMW to offer discounts on official BMW clothing and merchandise to BMW Car Club GB members.

Aston Martin Formula 1: Entered a long-term merchandising deal with the Aston Martin Formula One team.

Scotch & Soda: Partnered to design, produce, and distribute the brand’s bodywear and legwear collections.

Operational Insights

stichd's strategic considerations include:

Global Presence: Sales offices throughout Europe, the UK, Mexico, China, and Southeast Asia, with warehousing and logistics in Tilburg, Netherlands, and via service partners in Mexico, China, and Malaysia.

Supply Chain Transparency: Collaborated with tech company Nedap to create a fully transparent supply chain, highlighting a commitment to sustainability and traceability.

Strategic Opportunities and Future Directions

stichd's strategic roadmap focuses on:

Market Expansion: Recent partnerships with iconic brands indicate a focus on market expansion, opening doors for increased brand visibility.

Technological Integration: Utilizing advanced tools to drive sales and optimize product development, presenting opportunities for tech-focused strategies.