Elbsand
Elbsand is a casual fashion label founded in 2018 in Hamburg, Germany, by Matthias Orth and Daniela Huber. It makes sweatshirts, joggers, jackets and T-shirts for women, with a men's line added later.
| Founded | 2018, Hamburg |
|---|---|
| Founders | Matthias Orth and Daniela Huber |
| Country | Germany |
| Collections | Four per year |
| Licensing | Lascana (Otto Group), since 2023 |
| Website | elbsand.de |
What is Elbsand?
Elbsand is a German casualwear label founded in 2018 in Hamburg. Matthias Orth came up with the idea and serves as CEO and co-owner, while Daniela Huber developed the collection and concept and heads product and brand. The brand started on the Otto online platform.
Products and positioning
The range consists of casual sweatshirts, joggers, sweat jackets, T-shirts and longsleeves, plus outdoor jackets and a men's line. There are four collections a year, in sizes XS to XXL with slim and loose fits. The brand's motto is a premium look at a mainstream price, with T-shirts retailing between 29 and 45 euros and sweatshirts between 59 and 89 euros.
Distribution
In Germany and Austria, Elbsand is sold at about 1,300 points of sale, mainly specialty retailers, as well as on Otto. Switzerland is served through a distributor with about 40 points of sale, and a distributor also covers Benelux, the UK, France and Ireland. Showrooms are in Hamburg, Sindelfingen and Eschborn. Lascana, a company of the Otto Group, has held the licence for shoes, beachwear, homewear and swimwear since 2023.
Why it matters
Elbsand shows how a young label can scale quickly through specialty retail and platform sales, and extend into new categories through licensing.
Frequently asked questions
Where is Elbsand from?
Elbsand is a German label founded in 2018 in Hamburg.
What does Elbsand sell?
Elbsand sells casual sweatshirts, joggers, sweat jackets, T-shirts and longsleeves, as well as outdoor jackets and a men's line.