A fascinating success story
It is a success story that began with the vision of a young entrepreneur and, despite all adversities, reached its economic peak in the 1980s and 1990s.
The story of the traditional Medima brand began in 1932. Amidst the ongoing global economic crisis, the young entrepreneur Karl Scheurer decided to leave his previous job and establish his first angora farm in Hauingen (near Lörrach) in Upper Baden. The wool he shorn himself was processed into textiles. Initially, this was done on a small scale and without any industrial organization.
But demand for angora wool and products grew rapidly, so the Oberbadische Angorawerke continued to expand until World War II put a premature end to Karl Scheurer's ambitious plans. Due to their excellent warmth and moisture-absorbing properties, angora products had also become attractive to the Luftwaffe. Karl Scheurer was forced to withdraw from his own production and also hand over large portions of his breeding profits to the German military.
Image: Company founder Karl Scheurer (1907 – †1962) around 1925
Even after the Second World War, continuing the company initially proved difficult, primarily due to a lack of Angora rabbit farms and raw materials for further production. However, once conditions in post-war Germany gradually normalized, Karl Scheurer unswervingly continued his course of expansion with the Oberbadische Angorawerke. In 1953, the brand name MEDIMA (MEDizin In MAschen - Medicine in Knits) was created and registered as the company name. This is also where the brand logo, so characteristic to this day with the rabbit head, was created, as well as the advertising figure Lampi, which from then on became known through radio and television commercials.
Further expansions followed until the 1990s. Alongside the beginnings in the field of health underwear, the range was continuously expanded over the years. New fine lingerie qualities, cashmere fashions, and even sandals were added. By 1985, Medima had succeeded in becoming the third best-known German underwear brand, behind Schiesser and Triumph.
The story of the traditional Medima brand began in 1932. Amidst the ongoing global economic crisis, the young entrepreneur Karl Scheurer decided to leave his previous job and establish his first angora farm in Hauingen (near Lörrach) in Upper Baden. The wool he shorn himself was processed into textiles. Initially, this was done on a small scale and without any industrial organization.
But demand for angora wool and products grew rapidly, so the Oberbadische Angorawerke continued to expand until World War II put a premature end to Karl Scheurer's ambitious plans. Due to their excellent warmth and moisture-absorbing properties, angora products had also become attractive to the Luftwaffe. Karl Scheurer was forced to withdraw from his own production and also hand over large portions of his breeding profits to the German military.
Image: Company founder Karl Scheurer (1907 – †1962) around 1925
Even after the Second World War, continuing the company initially proved difficult, primarily due to a lack of Angora rabbit farms and raw materials for further production. However, once conditions in post-war Germany gradually normalized, Karl Scheurer unswervingly continued his course of expansion with the Oberbadische Angorawerke. In 1953, the brand name MEDIMA (MEDizin In MAschen - Medicine in Knits) was created and registered as the company name. This is also where the brand logo, so characteristic to this day with the rabbit head, was created, as well as the advertising figure Lampi, which from then on became known through radio and television commercials.
Further expansions followed until the 1990s. Alongside the beginnings in the field of health underwear, the range was continuously expanded over the years. New fine lingerie qualities, cashmere fashions, and even sandals were added. By 1985, Medima had succeeded in becoming the third best-known German underwear brand, behind Schiesser and Triumph.
With increasing globalization from the 1970s onward, the existing economic order in Germany underwent significant changes. One of the first to suffer was the textile industry, where the number of employees declined dramatically.
However, over the next few years, Medima's already strained financial situation was exacerbated by a number of in-house strategic misdecisions, so that the company had to file for bankruptcy in 2001.
The family-run business Peters GmbH, which had been a successful, albeit significantly smaller, manufacturer and supplier of angora products since 1978, took advantage of this low point in Medima's history. The company acquired the Medima trademark rights and took over production and distribution of the insolvent, traditional brand. From then on, they worked consistently to revive it and expanded the product range over the years. Thanks to the combination of classic lingerie qualities and new, innovative material compositions, the company and the Medima brand have since succeeded in establishing themselves as specialists in high-quality lingerie and segments made from natural fibers.
With increasing globalization from the 1970s onward, the existing economic order in Germany underwent significant changes. One of the first to suffer was the textile industry, where the number of employees declined dramatically.
However, over the next few years, Medima's already strained financial situation was exacerbated by a number of in-house strategic misdecisions, so that the company had to file for bankruptcy in 2001.
The family-run business Peters GmbH, which had been a successful, albeit significantly smaller, manufacturer and supplier of angora products since 1978, took advantage of this low point in Medima's history. The company acquired the Medima trademark rights and took over production and distribution of the insolvent, traditional brand. From then on, they worked consistently to revive it and expanded the product range over the years. Thanks to the combination of classic lingerie qualities and new, innovative material compositions, the company and the Medima brand have since succeeded in establishing themselves as specialists in high-quality lingerie and segments made from natural fibers.
Source: Bernhard R. Scheurer | Mainstrasse 2 | 64390 Erzhausen
Shaping the future
Our company today
We are proud that, as a family business, we have successfully transformed the Medima brand. We will continue to work with great passion on our collections and new developments. We are fortunate to have a professional and motivated team behind us who share our vision of sustainable, high-quality natural underwear and implement our ideas with dedication and technical expertise every day.
What we stand for
