Speidel
Germany
Speidel is a German family owned lingerie and women's underwear company based in Bodelshausen, Baden-Württemberg, founded in 1952. Now run by the third generation of the Speidel family, it makes its products in Germany, Romania and Hungary. It is a well known brand in the German speaking specialist lingerie trade.
| Founded | 1952 |
|---|---|
| Owner | Speidel family |
| Headquarters | Bodelshausen, Germany |
| Managing director | Swenja Speidel (third generation) |
| Production | Germany, Romania, Hungary |
| Segment | Women's underwear and lingerie |
What is Speidel?
Speidel, often marketed as Speidel Lingerie, is a German specialist in women's underwear, daywear and lingerie. The company is family owned and based in Bodelshausen, in the traditional Swabian textile region of Baden-Württemberg. It focuses on comfortable, well made everyday underwear rather than fashion lingerie.
History
Speidel was founded in 1952; its logo, introduced ahead of the company's 70th anniversary, carries the line "conscious since 1952". TextilWirtschaft reported in 2021 that the company had become climate neutral and adopted the new brand identity to project a confident, modern image of women.
The business has passed to the third generation. Swenja Speidel joined the management in 2022 alongside her father, Günter Speidel, and has led the company without him since early 2024, together with managing directors Alexander Beck and Scott Wernet, according to TextilWirtschaft. Her father remains involved in an advisory role.
Products and positioning
Speidel targets women looking for quality basics at mid-market prices. Its range includes:
- Briefs, vests and undershirts
- Bras and bodies
- Maternity and nursing daywear
- Leisure and yoga wear for home
TextilWirtschaft describes Speidel as the first brand to offer daywear for expectant and nursing mothers, a segment later entered by Calida and Mey.
Business model and distribution
Speidel emphasises in-house manufacturing. Products are made at its own site in Bodelshausen and at facilities in Romania and Hungary, and securing European production is a stated long term goal. The brand is sold mainly through specialist lingerie retailers and department stores in German speaking markets, alongside online sales.
Why it matters
Speidel is typical of the family owned Swabian underwear manufacturers that still produce in Europe. Its generational handover and focus on sustainability and delivery reliability show how mid-sized German brands are adapting to a difficult market.
Frequently asked questions
Who owns Speidel lingerie?
Speidel is a family owned company based in Bodelshausen, Germany. It is run by Swenja Speidel, representing the third generation, together with two further managing directors.
Where is Speidel underwear made?
Speidel produces at its own site in Bodelshausen, Germany, and at facilities in Romania and Hungary. The company stresses in-house European manufacturing as a long standing tradition.