März Munich ditches tradition to become a modern lifestyle brand under new CEO
March Munich, a long-standing German knitwear manufacturer, is setting out on a bold transformation. Under CEO Louis Bezner, the company plans to shift from its traditional roots into a modern lifestyle brand, aiming to appeal to younger target groups and modernize its image in the stock market. Founded in the 1920s, März Munich has built a reputation for high-quality knitwear. Now, the brand aims to reposition itself in the premium segment by leveraging its heritage and brand identity. The move comes as it faces challenges in Germany’s shrinking domestic market and seeks to reduce its reliance on the stock market today. The strategy includes expanding the women’s collection from 20% to 50% of its product range, which will diversify offerings and attract a broader audience. At the same time, the brand is pushing into international markets to reduce reliance on Germany, where 90% of its revenue currently comes from. To strengthen its global presence, März Munich plans to establish itself in key technology and innovation hubs, mirroring moves by firms like Anthropic, which opened offices in Munich and Paris to serve European clients. By collaborating with leading companies across sectors, März Munich hopes to grow its market share in Europe and beyond, becoming synonymous with innovation and contemporary living. The goal is no longer just to sell knitwear but to build a brand identity that reflects modern lifestyles. This transformation also serves as a response to industry consolidation, with expansion into new markets seen as essential for survival in the stock market today. The changes mark a significant shift for März Munich. By broadening its product lines, targeting younger buyers, and pushing into global markets, the company aims to secure its future and become a recognised name in lifestyle branding.
