BRAX History
1888 – 1948
In 1888, Bernward Leineweber and his wife opened a men's ready-to-wear store in Berlin. The popularity of "off-the-peg" menswear grew, and the business thrived. They aimed to improve the fit of their clothing and became well-known in Berlin. Bernward Leineweber recognized the potential in sportswear and expanded their offerings.In 1937, a women's fashion department was opened, covering 4,000 m².
1948 – 1970
By 1948, the reconstruction had been successful, and the company began expanding with new branches in Berlin and Bielefeld. In 1950, Leineweber introduced the BRAX trousers brand, which fueled rapid growth and gained popularity among discerning customers. Later, they expanded to offer BRAX trousers for women and introduced Germany's first zip fastener trousers in 1960. In 1959, Wolfgang Tengelmann took over management, and the company continued to grow.
1970 – 1993
In the early 1970s, Leineweber expanded the BRAX brand and focused on becoming a specialist in trousers. In 1979, a phase of modernization began with new management. BRAX became the core brand, offering a wide range of products to cater to customer preferences. The brand's guaranteed fit and emphasis on feeling good in every situation resonated with customers. In 1990, Tengelmann restructured the company, sold retail stores, and formed partnerships with department stores.
1993 – 2003
In 1997, they opened the first trousers-only Shop at Bruns in Oldenburg. In 1998, a fully automated logistics center was established in Herford, setting new standards in logistics and quality assurance. A quality management department was also set up at the headquarters to ensure optimal coordination of goods procurement, supply, production, and customer service. In 2000, the company underwent a branch relaunch, emphasizing the slogan "BRAX Feel Good" to convey a positive and emotionally resonant brand experience.
2003 – 2013
In the early 2000s, BRAX became known for high-quality garments, exceptional manufacturing, and a perfect fit. The introduction of the knitwear collection in 2003 was a resounding success, followed by shirts and women's jackets in 2006. Investments in logistics and a major consumer campaign further solidified the brand's position as the leading premium casual clothing brand in Europe. Online communication was enhanced with social media and company apps, and in 2013, BRAX introduced its own pocket collection to enhance the premium look.
2017 – TODAY
In 2017, BRAX launched its first-ever TV advertising campaign, with nearly 600 prime-time placements on private and public TV. In 2020, the company achieved a notable feat by partnering with Ana Ivanović and Bastian Schweinsteiger as celebrity ambassadors, embodying the brand's values of being smart, stylish, and passionate.
