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 World War II, the company's continued existence initially proved difficult, due to a lack of angora breeding stock and raw materials for further production. However, after conditions in post-war Germany gradually returned to normal, Karl Scheurer continued his expansion course with the Oberbadische Angorawerke undeterred. As early as 1953, the brand name MEDIMA (MEDizin IN MAschen) was created and registered as the company name. This also gave rise to the brand logo with the rabbit's head, which remains so characteristic today, as well as the advertising character Lampi, who became familiar from radio and television commercials from then on.
Further expansion followed until the 1990s. In addition to its beginnings in the area of sanitary underwear, the product range was continuously expanded over the years. New delicates, cashmere fashions, and even sandals were added. By 1985, Medima had become 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 World War II, the company's continued existence initially proved difficult, due to a lack of angora breeding stock and raw materials for further production. However, after conditions in post-war Germany gradually returned to normal, Karl Scheurer continued his expansion course with the Oberbadische Angorawerke undeterred. As early as 1953, the brand name MEDIMA (MEDizin IN MAschen) was created and registered as the company name. This also gave rise to the brand logo with the rabbit's head, which remains so characteristic today, as well as the advertising character Lampi, who became familiar from radio and television commercials from then on.
Further expansion followed until the 1990s. In addition to its beginnings in the area of sanitary underwear, the product range was continuously expanded over the years. New delicates, cashmere fashions, and even sandals were added. By 1985, Medima had become 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
