As a Deichmann spokesman explained to schuhkurier, there will be an exclusive range of shoes from S.Oliver in the Essen chain’s stores from 2026. “Thanks to its international relevance, the S.Oliver brand fits seamlessly into our fashionable brand mix for the entire family and appeals to our customers who attach great importance to an optimal price-performance ratio,” the spokesman continued. The offer should therefore include women’s, men’s and children’s shoes. These will be available exclusively from Deichmann from the S/S 2026 season. S.Oliver shoes have been part of the Deichmann range for a long time.
The Rottendorf-based fashion retailer has been working with the Wortmann Group’s Detmold Shoe.com in the shoe sector for more than 20 years. In April 2024 it was announced that the license agreement with Shoe.com would not be extended: the contract will expire on December 31, 2025.
After this decision became known, S.Oliver announced that it would be launching a shoe collection developed in-house from the S/S 26 season. Michael Heißenberg, Director Product Licenses & Accessories at S.Oliver, explained in this context: “The contract has expired and this is of course the moment when you think about how things should continue. It’s a bold step, but our owner is really keen on shoes and sees potential in us taking it into our own hands.”
In response to a schuhcourier inquiry as to whether these plans will remain with Deichmann despite the exclusive collection, S.Oliver confirmed: “There will be a self-sufficient wholesale collection with an excellent price-performance ratio for the customer and end consumer.” More No details were given; The company explained that they are currently in the final design phase. The sales structure is also currently being worked on.
There is currently some evidence to suggest that the collaboration between S.Oliver and Deichmann could be similar to the collaboration between Esprit and the Essen chain store, which was decided in 2019. As part of this “cooperative partnership” according to Esprit, an Esprit collection was developed that was offered exclusively in Deichmann stores. Deichmann also developed and procured Esprit’s wholesale collection. Sales to retailers continued to be carried out by the Ratings company’s sales team; The shoes are also sold via individual Esprit branches and in the online shop. In autumn 2024, Deichmann took over the Esprit trademark rights after the fashion company went bankrupt.
