Brand profile · Germany
rimowa Revenue, search volume and competitors 2026
AcquiredCologne luggage icon under LVMH, with Maison figures not disclosed.
Fact sheet
- Founded
- 1898
- Founders
- Paul Morszeck, Heinrich Görtz
- Headquarters
- Köln
- Company
- RIMOWA GmbH
- Employees
- ca. 1.900 (2025, Wikipedia); ältere Angaben nennen ca. 3.000
- Die Höhle der Löwen (German TV show)
- Did not appear
- Funding
- No venture capital known
- Investors
- LVMH (80 Prozent seit 2017), Dieter Morszeck (Minderheit)
- Funding rounds
- 2016: Mehrheitsübernahme durch Konzern, 640 million € für 80 Prozent
Background and milestones
Paul Morszeck founded the luggage factory Görtz & Morszeck in Cologne in 1898 together with Heinrich Görtz and ran it alone from 1900. His son Richard Morszeck joined in 1931 and registered the Rimowa trademark (Richard Morszeck Warenzeichen).
- 1898
Founding of the luggage factory in Cologne by Paul Morszeck and Heinrich Görtz.
- 1931
Richard Morszeck registers the Rimowa trademark.
- 1937
Development of the aluminum overseas suitcase.
- 1950
Introduction of the signature ribbed design.
- 2000
Launch of the polycarbonate luggage line.
- 2016
LVMH acquires 80 percent for EUR 640 million, closing in January 2017.
SWOT analysis of rimowa
Editorial assessment based on the sources listed and the radar data.
Strengths
- Established premium brand since 1898 with production sites in Cologne, the Czech Republic and Canada.
- Recognizable grooved aluminum design since 1950 as a brand signature.
- With LVMH as majority owner, a luxury group with international distribution stands behind it.
Weaknesses
- Very high price level (aluminum cases from about USD 1,550 according to Wikipedia) limits the target group.
- The high brand volume of about 90,500 monthly searches in Germany also flows to counterfeit and second-hand offers, not only to the manufacturer.
Opportunities
- Growing demand for premium luggage and collaborations in the luxury segment.
- Direct sales through its own shop and stores strengthen margin and brand control.
Threats
- Dependence on travel volumes and the luxury economy.
- Strong competition in the premium segment and imitation products.
What is behind the demand?
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Sources
Frequently asked questions about rimowa
How much revenue does rimowa make?
For 2023, the record for rimowa reads: ~800 Mio € (Branchenschätzung) (rough figure from interviews and press). The full revenue history and a model estimate of organic revenue (brand vs. non-brand) are in the brand profile after login.
Who founded rimowa?
rimowa was founded in 1898 by Paul Morszeck and Heinrich Görtz. The company is based in Köln.
Was rimowa on Die Höhle der Löwen?
No, rimowa did not appear on the German TV show Die Höhle der Löwen.
Is rimowa backed by venture capital?
No, there is no known venture capital funding for rimowa. Shareholders include LVMH (80 Prozent seit 2017) and Dieter Morszeck (Minderheit).
How much does rimowa spend on marketing?
rimowa 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 rimowa has to pay for each visit.
How much revenue does rimowa make through Google?
The model estimate combines brand searches and organic traffic of rimowa with the niche's purchase intent, conversion rate and basket size. It separates brand revenue (people who already know rimowa) from non-brand revenue (new customers via SEO). The figures are in the brand profile after login.
What would the organic traffic of rimowa 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 rimowa 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 rimowa.
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.