Founded in 1969 by Bernd Freier as a small boutique in Würzburg with only 25 square metres of floor space, named Sir Oliver after the hero of Charles Dickens novel, Oliver Twist.
To reflect the spirit of the times, the 'Sir' was added to the name in homage to the London fashion scene and to add international flair to the boutique, as the British capital's most successful gentleman's outfitters also featured a 'Sir' in their names.
In the 1970s, fashion suppliers were frequently unable to deliver the quantities ordered by retailers or to deliver them on time. In 1974, Bernd Freier decided to travel to India to negotiate directly with local textile manufacturers, thereby gaining independence from the wholesalers. Subsequently, he had his own successful range of 'Madras Check shirts' manufactured, which found a ready market in Germany, sold through, amongst others, E. Breuninger GmbH & Co, Uli Knecht, Wöhrl and Wormland.
's.Oliver', was registered in 1979. In 1998, the first retail store outside Germany was opened in Austria. Shops in Switzerland, the Netherlands, Belgium and Luxembourg soon followed. Over the next few years, s.Oliver carried on expanding in countries such as the Czech Republic and Poland. s.Oliver developed in this way into one of Germany's - and Europe's - leading fashion companies within a few decades, offering a range of fashion and lifestyle products for all ages. The company currently owns a total of 173 retail stores, as well as running 400 stores in cooperation with partner companies; its products are also sold in over 2,000 shops and feature on 2,500 sales floors. Today, s.Oliver is to be found in more than 30 countries, for example in Austria, Switzerland, Slovenia, Belgium, Poland, Bosnia and Herzegovina, Serbia, Croatia, France, Italy, Czech Republic and India.
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