Activewear brand Teveo to open first store in Cologne

Direct-to-consumer brand Teveo, based in Ansbach, Germany, is set to open its first physical retail space in late 2026. The Cologne site on Ehrenstrasse will span some 950 square metres across two floors, marking the start of a longer-term retail strategy.

Seven years after it was founded, German activewear brand Teveo is moving into bricks-and-mortar retail. Its first flagship store is being built on Cologne's Ehrenstrasse, with the opening planned for late 2026, the company said. The space covers around 950 square metres across two floors, according to the brand, with roughly ten staff planned at launch. An exact date and details of the opening programme are to follow. Co-founder and chief brand officer (CBO) Amelie Schröpfer had earlier named number 69 as the address in a post on career network Linkedin.

The store expands a business model that has so far been largely digital. Teveo plans to show its full brand range on site, spanning womenswear, menswear, footwear and accessories. Alongside permanently available core products, the brand is promising rotating specials, capsule collections and items sold exclusively in the store. Visitors will be able to compare fits, silhouettes, materials and functional details in person, with staff on hand to advise. A dedicated area for rotating community formats and customer activations is also planned. Menswear gets its own section, while running, hybrid fitness, yoga and pilates are being pushed as standalone categories.

"Our flagship store should feel like a home for our community. A place where people can experience Teveo, discover new styles and come together," said Schröpfer.

Ehrenstrasse ranks among Cologne's established shopping and fashion streets and offers high footfall as well as a brand environment relevant to Teveo, the company said, adding that it had also found a property there matching its ambitions for the retail experience it has in mind. The brand pointed to a connection with the city built up over several years, partly through fitness trade fair Fibo and various community activations. "Germany is our home market and the home of Teveo. So it was clear to us that we would keep investing here and build up our retail presence," said co-founder and chief executive officer (CEO) Jan Christopher Stahl, describing Cologne as a city that stands for openness, energy, sport and community.

The Cologne site is the brand's first long-term physical touchpoint, according to the company. Teveo has previously appeared offline through temporary formats, trade fair stands and community activations, currently including an anniversary tour with stops in Hamburg, Berlin, Munich and other European cities. Further locations and formats are envisaged in principle, though the brand said it would be selective. It is not currently planning to move into wholesale, arguing that it has yet to exhaust its potential as a pure direct-to-consumer business. The company declined to comment on revenue figures.

Schröpfer and Stahl founded the brand in 2019 out of their shared flat, starting with a small collection of leggings and sports bras. The company, headquartered in Ansbach in the Franconia region of southern Germany, now employs around 200 people by its own account and is active in 15 markets, among them France, Italy, the UK and the US. Its assortment, sold so far through its own webshop, includes leggings (full price 49.99 to 74.99 euros), sports bras, underwear and other athletic basics for women and men. The brand has also been selling its own footwear for some time under the Classic name.

This article was updated on September 10 with information provided by the company.