30/09/2026 – Strategic new start for Eterna — auf Deutsch lesen
Eterna to reposition itself as an independent premium brand
Eterna is set to become an independent international premium shirt brand under the umbrella of the Olymp Bezner Group. The move centres on a renewed focus on the shirt and on making premium the standard across the entire brand. The former premium line “1863 by Eterna” will also be integrated into the new brand world.
During the transition, the current Eterna online shop will continue to be operated by Shirts of Europe GmbH as an independent distribution partner. © ETERNA
Eterna’s role within the group becomes clearer
Within the Olymp Bezner Group, Eterna is to establish a clearly differentiated profile. While Olymp covers a broad range of looks and occasions, Eterna is focusing consistently on its role as a shirt specialist with a premium positioning. The emphasis is therefore on specialisation rather than a broad product range, combined with textile expertise, product quality and innovation.
Eterna describes its guiding principle as that of a “Modern Heritage Brand”. More than 160 years of experience in shirt production provide the foundation, while the brand’s expertise is being reinterpreted for the needs of modern professionals. Eterna presents the shirt not merely as a dress code, but as a conscious choice and an expression of personality, attitude and confidence.
Premium becomes the standard
With the integration of “1863 by Eterna”, premium is no longer intended to be limited to a single product line. Instead, it is to become the standard across Eterna, from the products and materials used through to design, styling, communication and brand presentation.
Philipp Lübbenjans, Director Business Unit Eterna KG, is responsible for the brand’s strategic and commercial development. Ekaterina Maximova, Head of Marketing, is leading brand development as well as marketing and communications.
First insights scheduled for 2027
The first collection following the new positioning will be presented to selected retail partners in January 2027. With the delivery of the Autumn/Winter 2027 collection, Eterna’s new identity is scheduled to become visible across the brand, from the products and corporate design to packaging, communications and the digital brand presence. The first newly positioned Eterna collection is planned to reach end customers in the second half of 2027. During the transition, the current online shop will continue to be operated by Shirts of Europe GmbH as an independent distribution partner. Eterna products will remain available online there until the new brand presence launches.
