Befeni
Germany
Befeni is a German made-to-measure shirt company founded at the end of 2016 by Maik Ernst. It sells configurable shirts through self-employed sales partners and an online shop, and produces in Bangkok.
| Founded | End of 2016 |
|---|---|
| Founder | Maik Ernst |
| Headquarters | Langenfeld, Germany |
| Production | Bangkok, Thailand |
| Custom shirt price | 39.90 euros |
What is Befeni?
Befeni GmbH is a German made-to-measure shirt company with its headquarters in Langenfeld. Maik Ernst, its managing director, is named as founder, and the company dates from the end of 2016.
Products and positioning
Customers configure shirts by choosing fabric, collar, cuffs, buttons and initials. A custom shirt costs 39.90 euros, with a one-off 9.90 euro service fee for consultation and measurement of the first shirt. The range also includes:
- Button-down polo shirts and V-neck shirts
- Ties, bow ties and suspenders
Distribution
Befeni sells directly through trained, self-employed sales partners, without intermediaries or retail stores. A press report counted 253 partners in the DACH region. Further shirts can be reordered online, and delivery takes two to four weeks.
Production
Shirts are made to order in Bangkok, Thailand, by in-house employees. The company reports almost 200 employees in Asia.
Why it matters
Befeni is a direct-sales model for made-to-measure menswear that avoids stores and wholesale.
Frequently asked questions
Who founded Befeni?
Maik Ernst, the managing director of Befeni GmbH, is named as founder, and the company dates from the end of 2016.
What does Befeni sell?
It sells made-to-measure men's shirts, plus polo shirts, ties, bow ties and suspenders.