Schwab Versand

Schwab Versand was a German universal mail-order company founded in 1954 in Hanau, Hesse, by the merchant Friedrich Schwab. It began as a shoe and general goods catalogue retailer, with employees delivering goods directly to customers in the 1950s. Over the following decades, catalogue mail order remained its core business, though it also experimented with physical Schwab department stores. In 1976, the Otto Group acquired 100% of the company, and in 1996 it was converted from a stock corporation (AG) into a limited liability company (GmbH). As digitalisation progressed, Schwab Versand shifted its focus to online retail while remaining a multichannel retailer. Its assortment covered fashion, home, sport, and technology. Its primary market was Germany, but parts of its range were also sold through independent partners in 20 other countries. In addition to mail order, the company offered services in the areas of service and logistics, including supplying major customers in Eastern Europe as part of the Otto Group's export operations. From 2009, Schwab Versand developed its own fashion brand sheego, specialising in women's fashion in sizes 40 to 58 (plus-size). In 2020, a major restructuring took place, and the sales brands Schwab (universal mail order) and Avendro (export business) were discontinued in favour of focusing on sheego. After Schwab Versand ceased its full-range multichannel business in 2020, the company was renamed sheego GmbH in February 2021, and its headquarters moved to Frankfurt am Main. In 2023, sheego became a stock corporation (AG). The Schwab Versand brand itself is therefore no longer active as a standalone entity, having been succeeded by sheego.

Schwab Versand was founded in 1954 by the merchant Friedrich Schwab in Hanau, Hesse. In its early years, employees transported goods—primarily shoes at that time—directly to customers. Over the following decades, catalogue mail order remained the core business. The company also attempted stationary retail with individual Schwab department stores. With digitalisation, the focus shifted to online retail, though Schwab Versand remained a multichannel retailer until the end. Its assortment consisted of fashion, home, sport, and technology. Its sales territory was mainly Germany, but parts of the range were also sold through independent partners in 20 other countries. In addition to mail order, the company offered services in service and logistics. As part of the Otto Group's export operations, Schwab handled the supply of major customers in Eastern Europe, among other things. In 1976, the Otto Group took over the universal mail-order company 100%. In 1996, Schwab Versand was converted from an AG (stock corporation) into a GmbH (limited liability company). From 2009, Schwab Versand developed its own fashion brand sheego, specialising in women's fashion in sizes 40 to 58. In 2014, sheego was represented for the first time at the plus-size trade fair Curvy is sexy during Berlin Fashion Week. From 2014 to 2018, there was a cooperation between sheego and the designer and former plus-size model Anna Scholz. Since 2017, there has been a mobile app. In the same year, the fashion brand was a partner of the casting show "Curvy Supermodel" on RTL II. At the end of 2017, sheego ended the shop-in-shop concept that had started in August 2013. In 2018, a cooperation between sheego and the online fashion retailer Zalando began. In the same year, the brand's distribution was focused additionally on digital platforms with a fashion focus, in addition to its own online shop. In 2019, there was a design cooperation with fashion designer and book author Miyabi Kawai and another cooperation with singer Alina. From 2020, a major restructuring took place, during which not all employees could be retained, and the sales brands Schwab (universal mail order) and Avendro (export business) were discontinued in favour of focusing on the sheego brand. In 2020, TV presenter Leonie Koch and singer Bahar Kizil became the new ambassadors of the fashion label. After Schwab Versand ceased its business as a full-range multichannel provider in 2020, the company was renamed "sheego GmbH" in February 2021. At the same time, the company headquarters was moved to Frankfurt am Main. In 2023, sheego was renamed again and became a stock corporation (AG). In the same year, sheego was awarded the German Brand Award in the categories Brand Innovation of the Year and Brand Strategy – B2C. The management board, and from 2023 the executive board, is led by Michael Derse and Beatrice Grünwald. The logistics partner of sheego is Hermes Fulfilment GmbH, which took over the logistics location Langenselbold from Schwab Versand GmbH.

• 2023

  sheego becomes an AG and wins German Brand Award.

• 2021

  Renamed sheego GmbH; headquarters moved to Frankfurt am Main.

• 2020

  Major restructuring; Schwab and Avendro sales brands discontinued.

• 2018

  Cooperation with Zalando begins.

• 2017

  Mobile app launched; sheego partners with 'Curvy Supermodel' on RTL II.

• 2014

  sheego first appears at the Curvy is sexy trade fair.

• 2009

  Development of the sheego fashion brand begins.

• 1996

  Converted from AG to GmbH.

• 1976

  Otto Group acquires 100% of the company.

• 1954

  Founded by Friedrich Schwab in Hanau, Hesse.

Universal mail-order and multichannel retailer, later focused on plus-size women's fashion through sheego.

• sheego plus-size fashion

  Women's fashion in sizes 40 to 58, focusing on evening wear, dresses, and denim.

1. 1Schwab Versand - Wikidatawikidata.org
2. 2Sheego - Wikipedia (German)de.wikipedia.org