Brax
Leineweber GmbH & Co. KG · Germany
Brax is a German premium fashion brand from Herford, best known as a trousers specialist for women and men. It belongs to Leineweber GmbH & Co. KG, which also runs Raphaela by Brax and Eurex, and it is one of the largest suppliers in German speaking fashion retail.
| Company | Leineweber GmbH & Co. KG |
|---|---|
| Headquarters | Herford, Germany |
| Managing director | Marc Freyberg |
| Group brands | Brax, Raphaela by Brax, Eurex |
| Group revenue 2025 | 388 million euros (FashionUnited) |
| Specialism | Trousers |
| Website | brax.com |
What is Brax?
Brax is a fashion brand from Herford in East Westphalia, Germany, and one of the best known trousers labels in Europe. It is the core brand of Leineweber GmbH & Co. KG, which also operates the womenswear label Raphaela by Brax and the menswear brand Eurex. Brax describes its ambition as being Europe's leading trousers specialist with outfit expertise.
History and recent development
Brax built its reputation on trousers and jeans for men and women and later broadened into tops, knitwear and outerwear. In recent years the company has pursued several strategic moves:
- An "upper body offensive" and a rebranding with a new logo to reach a younger audience
- The acquisition of outerwear specialist Fuchs Schmitt, followed by an ambition to lead in outerwear
- A relaunch of Eurex with a stronger denim focus, presented in Düsseldorf in November 2025
- Restructuring that separated sales and product responsibilities, with Marc Freyberg as managing director
Leineweber reported record revenue of 388 million euros for 2025, up about 7.5 percent on the previous record year, according to FashionUnited.
Products and positioning
The collections centre on trousers and jeans in many fits and fabrics, complemented by shirts, knitwear, jackets and an outdoor concept. Seasonal campaigns, such as the autumn and winter 2026 campaign "Made for every moment", aim to modernise the brand image. Brax positions itself in the accessible premium segment, focusing on quality, fit and comfort.
Business model and distribution
Brax is strongly anchored in wholesale through fashion houses and specialist retailers across Europe, while building its own retail and online business, which contributed to growth in 2024. It opened a 250 square metre flagship at Viktualienmarkt in Munich in November 2025, its third store in the city, and ran a roadshow through German and Austrian cities in 2025.
Why it matters
Brax is one of the few German mid sized fashion companies to report record results during a difficult period for the sector. Its strategy of building on a clear product specialism, then expanding into adjacent categories and direct channels, is a reference for other category specialists.
Frequently asked questions
Who owns Brax?
Brax is the main brand of Leineweber GmbH & Co. KG, a fashion company based in Herford, Germany. Leineweber also operates Raphaela by Brax and Eurex.
What is Brax known for?
Brax is best known for trousers and jeans for women and men, with an emphasis on fit and comfort. In recent years it has expanded into tops, knitwear and outerwear.