AWG-Modecenter

AWG-Modecenter is a German clothing retail chain operated by Allgemeine Warenvertriebsgesellschaft mbH (AWG), headquartered in Köngen in the Esslingen district of Baden-Württemberg. Founded in 1969 by master tailor Imanuel Maier, the company opened its first AWG Mode Center in Köngen in 1970 and has since grown into one of Germany's larger textile retailers, with roughly 250 stores nationwide and an integrated online shop. Its guiding slogan is "Alle werden glücklich" ("Everyone becomes happy"), and it positions itself as a full-range, value-oriented fashion provider for women, men and children. AWG sells a broad assortment that spans outerwear, workwear, baby and children's clothing, bedding, sportswear, swimwear and home accessories. Alongside third-party brands such as Jack & Jones, Vero Moda, Cecil, Tom Tailor, Only, Adidas, Esprit and Wrangler, the company operates a portfolio of private labels including Lisa Tossa, SURE, IX-O, Jim Spencer, Worker, Southern Territory, one way and the plus-size line Sonja Blank. Its stores are typically located in shopping centres, small towns and edge-of-town locations, and the company reports over 3.5 million regular customers. AWG describes itself as one of Germany's 30 largest textile retailers, with around 240,000 square metres of sales space and more than 2,400 employees. The company remained a Baden-Württemberg regional player until 1990, then expanded mainly into the new federal states after German reunification. It opened its 50th store in 1994, its 100th in 2000, its 200th in 2008 and its 300th in 2015. An online shop launched in 2012. In early 2019 AWG entered self-administered insolvency proceedings, closing 47 of nearly 300 stores and cutting around 300 jobs, but completed the process in July 2019 with roughly 2,400 jobs preserved. Leadership changed in 2020 when Albrecht Maier moved to an advisory board and Michael Hövelmann became CEO, followed by further management appointments and a store-layout refresh. Revenue was reported at €208 million in 2023. AWG remains a family-owned private company.

AWG-Modecenter traces its origins to 1969, when master tailor Imanuel Maier founded Allgemeine Warenvertriebs-GmbH. In 1970 the first AWG Mode Center opened in Köngen near Stuttgart, and in 1973 the company established its headquarters in the same town, where it remains today. Maier's earlier textile business, founded in 1938, still exists in Köngen as Maier Sports. For its first two decades AWG operated only in Baden-Württemberg. After German reunification, from 1991 onward, the company expanded mainly into the new federal states. It opened its 50th store in 1994, its 100th in 2000 and its 200th in 2008. By the 2010s AWG stores could be found in Baden-Württemberg, Bavaria, Brandenburg, Hesse, Rhineland-Palatinate, Saxony, Saxony-Anhalt, Thuringia and Saarland. In 2011 the company created the "Kultmeile Kö8" in Köngen, and in 2012 it launched its online shop, extending its reach beyond physical retail. The 300th store opened in 2015, and in 2019 AWG celebrated its 50th anniversary. That same year, however, brought a major challenge: at the end of January 2019 AWG filed for insolvency proceedings in self-administration at the Esslingen local court. During the restructuring, 47 of nearly 300 stores were closed and around 300 jobs were cut. The proceedings concluded in early July 2019, with roughly 2,400 jobs preserved. In March 2020 Albrecht Maier moved to the advisory board and Michael Hövelmann became CEO, ushering in a phase of assortment sharpening, a revised marketing strategy and new visual merchandising standards. In 2021 the company developed and began rolling out a new AWG store layout, and in 2022 Thorsten Schaefer joined as managing director. By 2023 revenue stood at €208 million. AWG remains a family-owned business headquartered in Köngen, operating roughly 250 stores and an online shop across Germany.

• 2022

  Thorsten Schaefer joins as managing director

• 2021

  Development and rollout of new AWG store layout begins

• 2020

  Albrecht Maier moves to advisory board; Michael Hövelmann becomes CEO

• 2019

  50th anniversary; self-administered insolvency filed in January, 47 stores closed, proceedings end in July with 2,400 jobs preserved

• 2018

  Focus Money "Preissieger 2017" with "Gold" rating

• 2017

  5 years of online shop

• 2016

  Focus Money award for highest customer loyalty with "Herausragend" rating

• 2015

  300th store opens

• 2014

  AWG celebrates 45th anniversary

• 2012

  Online shop launched

• 2011

  Kultmeile Kö8 created in Köngen

• 2008

  200th store opens

• 2000

  100th store opens

• 1994

  50th store opens

• 1990

  First store opens in eastern Germany

• 1973

  Company headquarters established in Köngen

• 1970

  First AWG Mode Center opens in Köngen

• 1969

  Imanuel Maier founds Allgemeine Warenvertriebs-GmbH

Value-oriented full-range fashion retailer for the whole family, combining third-party brands with strong private labels in small-town and edge-of-town locations.

• Women's fashion

  Lisa Tossa

• Women's fashion

  SURE

• Fashion

  IX-O

• Men's fashion

  Jim Spencer

• Workwear

  Worker

• Men's fashion

  Southern Territory

• Fashion

  one way

• Plus-size women's fashion

  Sonja Blank

1. 1Günstige Mode für die Familie - Damen, Herren & Kinder | AWG Modeawg-mode.de
2. 2Über uns | AWG Modeawg-mode.de
3. 3Geschichte | AWG Modeawg-mode.de
4. 4AWG Mode - Wikidatawikidata.org
5. 5AWG-Modecenter - Wikipediade.wikipedia.org