Brand profile · Germany
giesswein Revenue, search volume and competitors 2026
Tyrolean heritage brand (founded 1954) with a successful DTC transformation, reaching approximately €78 million in revenue.
Fact sheet
- Founded
- 1954
- Founder
- Franz Giesswein
- Headquarters
- Brixlegg (Tirol, Österreich)
- Company
- Giesswein Walkwaren AG
- Employees
- ca. 150 bis 160 (2024)
- Die Höhle der Löwen (German TV show)
- Did not appear
- Funding
- No venture capital known
- Funding rounds
- 2018: Crowdfunding (Kickstarter), ca. 740.000 €
Background and milestones
Franz Giesswein founded a knitting mill for Norwegian sweaters in 1954. From 1974 the company made felted wool slippers and became Austria's largest maker of knitwear and felted fabrics in the 1970s. Today brothers Markus and Johannes Giesswein run the business in its third generation.
- 1954
Franz Giesswein founds a knitting mill for Norwegian sweaters in Brixlegg.
- 1974
Production of felted wool house shoes begins.
- 2017
Markus and Johannes Giesswein take over leadership as the third generation.
- 2018
Kickstarter campaign for the merino sports shoe Wool Cross X raises about 740,000 EUR from roughly 5,700 backers.
- 2024
Record revenue of about 78 million EUR per Wikipedia; ORF had earlier reported 75 million EUR and 1.5 million pairs sold.
SWOT analysis of giesswein
Editorial assessment based on the sources listed and the radar data.
Strengths
- More than 70 years of brand history and own felt and fabric production in Tyrol.
- With about 75 to 78 million EUR in revenue one of the highest-revenue brands in this batch.
Weaknesses
- Final assembly of the shoes takes place in Asia and Eastern Europe, which lengthens the supply chain.
- Around 80 percent of sales come from the DACH region, so dependence on few markets is high.
Opportunities
- Growth in the USA and the UK, which already make up about 20 percent of sales.
- New materials such as recycled PET and vegan mushroom leather sneakers widen the range.
Threats
- Strong competition in wool shoes and sneakers from international D2C brands.
- The seasonality of house shoes makes revenue weather dependent.
What is behind the demand?
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Sources
Frequently asked questions about giesswein
How much revenue does giesswein make?
giesswein generated around 78 million € in revenue in 2024 (partly documented). The full revenue history and a model estimate of organic revenue (brand vs. non-brand) are in the brand profile after login.
Who founded giesswein?
giesswein was founded in 1954 by Franz Giesswein. The company is based in Brixlegg (Tirol, Österreich).
Was giesswein on Die Höhle der Löwen?
No, giesswein did not appear on the German TV show Die Höhle der Löwen.
Is giesswein backed by venture capital?
No, there is no known venture capital funding for giesswein.
How much does giesswein spend on marketing?
giesswein does not publish its ad budgets. What can be measured is how much demand the brand creates: brand searches show whether social media, ads and word of mouth are working. The higher that share, the less giesswein has to pay for each visit.
How much revenue does giesswein make through Google?
The model estimate combines brand searches and organic traffic of giesswein with the niche's purchase intent, conversion rate and basket size. It separates brand revenue (people who already know giesswein) from non-brand revenue (new customers via SEO). The figures are in the brand profile after login.
What would the organic traffic of giesswein be worth as a Google Ads budget?
Every organic click replaces a paid one. Organic clicks times the keywords' cost per click gives the equivalent ad budget. The brand profile shows the organic traffic and ranking keywords of giesswein after login.
How do I find out the SEO revenue of my own website?
With your free Visibly account, which also works on antonioblago.com, you connect Google Search Console and see which keywords and pages bring you clicks, split into brand and non-brand. That lets you run the same numbers for your own domain as shown here for giesswein.
Want to make your own brand this visible?
In the sparring we review SEO, GEO and marketing together on a regular basis; for a market launch there is go-to-market.