February 26, 2025
After analyzing over 400 German brands, retailers, and marketplaces, it’s clear that a few stand out from the crowd. But which ones are truly leading the charge in the German industry? In this article, we take a closer look at the top 10 most-followed German brands, retailers and marketplaces on Instagram, highlighting who’s capturing the most attention and why they’re dominating the scene.
Founded in 1774 in Langen-Bergheim, Germany, Birkenstock has grown into a global icon known for its comfortable, high quality footwear. The brand revolutionized the orthotic sandal, using a contoured footbed that promotes foot health. Today, it has expanded beyond sandals to include shoes and boots.
Approximately 1.5 million followers on Instagram
Founded in 2002 in Koblenz, Germany, Canyon has become a leader in performance cycling. Known for its innovative design and high quality bicycles, the brand offers road bikes, mountain bikes, e-bikes, and cycling apparel. Canyon's products are designed to meet the needs of serious cyclists at all levels.
Approximately 1.8 million followers on Instagram
Founded in 2002, Y3 is a collaboration between Japanese designer Yohji Yamamoto and Adidas. The brand merges avant-garde fashion with sportswear, offering a range of premium footwear and apparel. Y3 is known for its unique designs that combine high fashion with athletic aesthetics.
Approximately 1.8 million followers on Instagram
Founded in 2012 in Germany, Lichi is a fashion brand offering stylish, affordable clothing for women. Known for its wide variety of trendy designs, the brand caters to modern women looking for both fashionable and practical pieces, from casual outfits to special occasion wear.
Approximately 1.9 million followers on Instagram
Founded in 2006 in Munich, Mytheresa is a luxury fashion marketplace offering high end clothing, shoes, and accessories. The brand specializes in curating collections from top global designers, delivering an exclusive shopping experience with a focus on premium quality and style.
Approximately 2.1 million followers on Instagram
Founded in 2008 in Berlin, Zalando is one of Europe’s largest online fashion marketplaces. With an extensive range of clothing, shoes, and accessories, the platform provides convenience and variety for customers looking for a wide selection of fashion products from numerous brands.
Approximately 2.2 million followers on Instagram
Founded in 2005 in Berlin, Highsnobiety has become a key player in streetwear and lifestyle fashion. Known for its blend of luxury, streetwear, and culture, they offers curated collections, collaborations, and editorial content that influence the global fashion scene.
Approximately 5.5 million followers on Instagram
Founded in 1924 in Metzingen, Germany, Hugo Boss is renowned for its luxury tailoring and sophisticated designs. The brand offers a range of high quality apparel, accessories, and fragrances, known for their elegance and timeless appeal.
Approximately 12.2 million followers on Instagram
Founded in 1948 in Herzogenaurach, Germany, Puma is a global leader in sportswear. The brand produces innovative footwear, clothing, and accessories that are designed for athletes and consumers who seek performance driven products with a stylish edge.
Approximately 13 million followers on Instagram
Founded in 1949 in Herzogenaurach, Germany, Adidas is one of the world’s most iconic sportswear brands. Known for its footwear, apparel, and accessories, Adidas continues to set trends in performance and style, catering to athletes and everyday wearers alike.
Approximately 29.3 million followers on Instagram
I am the owner of byingildsen and member of the advisory boards or advisor for seventeen unique premium garment manufacturers and printing providers.
I am not functioning as an agent, but rather supporting the manufactories in sales, marketing, strategy and business development, allowing you to work directly with the manufacturers, which I have carefully selected for their strong competencies within sustainability, innovation and reliability.
You can read more about my partners under my experiences, or you can request my partner presentation at alex@ingildsen.com or +45 6162 7895
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