The history of Sir Oliver brand dates back to 1969 when Bernd Freier opened up his first small boutique in Würzburg with only 25 square metres of floor space. It was a fashion store for gentlemen and at that time he had no idea that 50 years later his assortment would cover segments of female and male fashion accessories, footwear and clothing in more than 30 countries worldwide. The new business was 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 1978, following a legal dispute with the eau de Cologne brand owned by perfume manufacturers, who had registered the name 'Sir' as a trademark, 'Sir Oliver' was changed to the current brand name, 's.Oliver', and registered under that name in 1979 with the German Patent and Trademark Office.

After the launch of its own clothing collections for men, women and youth, expansion abroad came around 2003, with Austria, Switzerland and the Benelux countries becoming the first export markets. This was followed by Italy, Kazakhstan, Poland, then India and France... In 2009, s.Oliver also comes to Slovakia and the Czech Republic. 

The company has thus become one of the top German and European fashion giants over several decades with a wide range of lifestyle products for all ages. Today, the brand is headquartered in Rottendorf and several well-known personalities from the world of culture and sport have become   ambassadors of s.Oliver brand. Among them are the former F1 racer Ralf Schumacher, the musician Dieter Bohlen, the boxer Wladimir Klitchkaci and the singer Anastacia.   

s.Oliver company motto says: „Real fashion for real people“.  s.Oliver follows its motto at production and design of its collections and offers its customers consumer fashion at an affordable price. The s.Oliver brand is especially popular with younger and middle generation of customers who are looking for current fashion trends at affordable prices.  

Moreover s.Oliver footwear is characterized by several production technologies:

SOFT FOAM – Soft foam

The footwear is fitted with "Soft Foam", it has special features built between the sole and the insole. The insole is made of a foam that adapts to the shape of the foot, guaranteeing absolute comfort when walking. In addition, this insole absorbs shock when walking.

LEATHER CUIR – Leather upper

S.Oliver footwear marked with „LeatherCuir“ symbol is made of good-quality leather upper material.

TEX Membrane – TEX membrane

Tex membrane creates a special layer between the upper and the lining of S.Oliver shoes, which protects the shoes from external cold and moisture, but at the same time it allows to maintain a pleasant micro-climate inside the shoes. The tex membrane is mainly used in functional footwear and it is suitable for demanding weather conditions. 

Removable Footbed – Removable insole

S.Oliver footwear with „Removable footbed“ function enables you to replace the original insole for an insole according to your needs, resp. if worn-out you may replace it for a new one and this way prolong lifetime of your shoes.