Eterna Mode

Eterna Mode GmbH, stylised as ETERNA, is a German clothing company specialising in men's shirts and women's blouses, headquartered in Passau. Founded in 1863 by the Hönigsberg brothers in Vienna as a textile factory producing semi-stiff shirt collars under the name Eterna (from Latin aeterna, 'eternal'), the brand established its first branch in Passau in 1927 and became an independent company there in 1935. Over more than 160 years, Eterna has built a reputation for master craftsmanship and timeless elegance, positioning itself as a specialist in high-quality men's shirts that combine decades of experience with innovative textile technologies. The product range includes shirts, blouses, ties, polo shirts, knitwear and accessories. Shirts are offered in four fits: Comfort Fit, Modern Fit, Slim Fit and Super Slim Fit. Eterna is credited as the inventor of the first non-iron cotton shirt, having introduced the Swiss cotton quality swiss+cotton in 1981. The company has been OEKO-TEX Standard 100plus certified since 2000 and emphasises sustainable, transparent production. Manufacturing is almost entirely European, with fabrics sourced from Switzerland and processed at its own production facility in Bánovce nad Bebravou, Slovakia, which employs 725 people and produces around 7,500 shirts daily in two shifts. Eterna operates approximately 50 brand stores (own and franchise) and an online shop, supplying around 5,500 retailers worldwide, about 3,000 of them in Germany. Ownership has changed several times: Ahlers acquired the company in 1996, sold it to Quadriga Capital and Alpha Private Equity in 2006, and Quadriga took full control in 2013. In 2023 Quadriga sold its shares to Golden Square Capital, which became the main shareholder. The company underwent a StaRUG restructuring procedure in 2021 and filed for insolvency in December 2025. In March 2026, competitor Olymp acquired the Eterna brand and announced it would continue it. The brand remains active under Olymp's ownership.

Eterna's history began in 1863 when the Hönigsberg brothers founded a textile factory in Vienna, producing among other things semi-stiff shirt collars. They named the product Eterna, from the Latin aeterna, meaning 'eternal'. In 1927, the first branch was established in Passau, Germany. In 1935, the company separated from its Austrian parent and became an independent entity, which, in the course of 'Aryanisation', had to be sold to PIAG (Passauer Industrie AG). By 1938, the last year before the Second World War, Eterna employed around 400 workers at its Passau headquarters and produced approximately 240,000 shirts and over one million semi-stiff collars. During the war years, production machines were dismantled and stored. In 1969, Eterna participated for the first time with its own stand at the Herren-Mode-Woche in Cologne, later at the Mode-Woche in Munich, and from 1974 also for the newly introduced blouse segment at the CPD in Düsseldorf. In 1977, after the dissolution of the affiliated large laundry Lina, the company was entered in the commercial register as Eterna Herrenwäschefabrik GmbH. In 1981, the Swiss cotton quality swiss+cotton, produced on behalf of the company and finished non-iron, was introduced. Eterna thus brought the first non-iron cotton shirt to market, combining the breathable comfort of natural cotton with the practical care property 'non-iron'. Eterna is regarded as the inventor of the first non-iron cotton shirt, and the shirt became a bestseller. In 1996, the Herford-based menswear manufacturer Ahlers took over the company. In 2003, the logistics centre in Passau was expanded to a total storage capacity of 550,000 shirts and 150,000 blouses. In 2004, the company began establishing brand stores in specialist retail, opening its first two shops in Koblenz and in the Olympia-Einkaufszentrum in Munich. In 2006, Ahlers sold the company to the private equity firms Quadriga Capital and Alpha Private Equity. After Alpha Private Equity withdrew, Quadriga took over the company entirely in 2013. On 3 August 2021, Eterna Mode Holding GmbH announced that it had filed an application for a restructuring procedure under the German Corporate Stabilisation and Restructuring Act (StaRUG). The procedure was successfully completed on 21 October 2021. In 2023, Quadriga Capital sold its shares to the private equity firm Golden Square Capital, which has since been the main shareholder. A small portion of the company's shares was held by the CFO. In 2023, for its 160th anniversary, special collections were launched, including shirts and blouses handmade by the workforce at the Passau location. Eterna published a comprehensive chronicle. In 2024, long-serving managing director and co-shareholder Henning Gerbaulet withdrew from the company's management. In the course of an insolvency proceeding filed in December 2025, competitor Olymp acquired the Eterna brand in March 2026 and announced it would continue it. The management had announced in March 2026 that business operations would cease in summer 2026 and the brand would be sold. The brand remains active under Olymp's ownership.

• 2026

  In March 2026, competitor Olymp acquires the Eterna brand and announces it will continue it.

• 2025

  In December 2025, Eterna files for insolvency in self-administration.

• 2024

  Long-serving managing director and co-shareholder Henning Gerbaulet retires from management.

• 2023

  Quadriga Capital sells shares to Golden Square Capital; 160th anniversary special collections launched.

• 2021

  On 3 August 2021, Eterna Mode Holding GmbH files for StaRUG restructuring; procedure successfully completed on 21 October 2021.

• 2020

  From March 2020, Eterna also produces mouth-nose masks during the COVID-19 pandemic.

• 2015

  Embroidered logo (letter 'e' with a crown) no longer applied to clothing from summer 2015.

• 2013

  Quadriga Capital takes over the company entirely after Alpha Private Equity withdraws.

• 2006

  Ahlers sells the company to Quadriga Capital and Alpha Private Equity.

• 2004

  First two brand stores opened in Koblenz and Olympia-Einkaufszentrum in Munich.

• 2003

  Logistics centre in Passau expanded to total storage capacity of 550,000 shirts and 150,000 blouses.

• 2000

  Eterna becomes certified with OEKO-TEX Standard 100plus.

• 1996

  Ahlers, a Herford-based menswear manufacturer, takes over the company.

• 1981

  Introduction of swiss+cotton non-iron cotton shirt, the first of its kind; becomes a bestseller.

• 1977

  Registered in commercial register as Eterna Herrenwäschefabrik GmbH after dissolution of affiliated laundry Lina.

• 1974

  Participation at CPD in Düsseldorf for the newly introduced blouse segment.

• 1969

  First participation with own stand at Herren-Mode-Woche in Cologne.

• 1938

  Eterna employs around 400 workers in Passau and produces about 240,000 shirts and over one million semi-stiff collars.

• 1935

  Company separates from Austrian parent and becomes independent, sold to PIAG (Passauer Industrie AG).

• 1927

  First branch established in Passau, Germany.

• 1863

  Hönigsberg brothers found a textile factory in Vienna and name their semi-stiff shirt collar product Eterna.

Specialist in high-quality men's shirts and women's blouses, combining traditional craftsmanship with innovative textile technologies; positioned as a premium, quality-focused brand with a focus on fit, materials and sustainable production.

• Non-iron cotton shirt (swiss+cotton)

  First non-iron cotton shirt on the market, introduced in 1981, combining breathable cotton comfort with non-iron care.

• Men's shirts in four fits

  Comfort Fit, Modern Fit, Slim Fit and Super Slim Fit.

• Women's blouses

  Blouses produced since 1974, sold through retail and brand stores.

• Ties, polo shirts, knitwear, accessories

  Complementary menswear and accessories.

• Mouth-nose masks

  Produced from March 2020 during the COVID-19 pandemic for authorities, institutions and large companies.

1. 1ETERNA Mode für Herren - Qualität seit 1863 | Eterna.deeterna.de
2. 2Eterna Mode - Wikidatawikidata.org
3. 3Eterna Mode - Wikipedia (German)de.wikipedia.org