CMS advises OLYMP Bezner Group on acquisition of ETERNA trade mark rights

Stuttgart – The OLYMP Bezner Group has acquired all intellectual property rights in the traditional shirt and blouse brand ETERNA from the insolvent company Eterna Mode GmbH. The transaction relates in particular to trade mark rights, domains and intangible assets of Eterna Mode GmbH.

A CMS team led by Dr Kai Wallisch and Thomas M. Fröhlich provided legal advice to the OLYMP Bezner Group on the transaction. Details of the transaction value were not disclosed. The services provided by CMS included due diligence on all IP rights, drafting and negotiating the purchase agreement, support with brand valuation and ensuring that the transaction was legally watertight with respect to purchasing an insolvent company in self-administration. CMS contributed its expertise in the areas of trade mark law, M&A, insolvency law, labour law, TMC and antitrust law and ensured that the transaction was implemented swiftly that the documents were legally watertight.

Eterna Mode GmbH, based in Passau, filed for insolvency in mid-December 2025 and recently announced that it would cease business operations in summer 2026. For decades, the OLYMP and ETERNA brands competed with each other and together shaped the German and European shirt market.

With the acquisition of the trade mark rights, the OLYMP Bezner Group is strategically expanding its brand and product portfolio. While OLYMP has progressively evolved from a product specialist to a lifestyle brand in recent years and is increasingly appealing to trend-conscious customer groups, ETERNA stands for a long-standing tradition of high-quality shirts and blouses with its own brand identity. The brands complement each other in their market positioning and in addressing different target groups and sales focuses.

OLYMP Bezner KG, based in Bietigheim-Bissingen near Stuttgart, is the market leader for shirts in Germany and one of the leading shirt brands in Europe. Its range includes business, casual and special occasion shirts, as well as an increasing number of other clothing categories such as knitwear, trousers and, since autumn 2025, jackets. OLYMP products are sold in more than 40 countries, predominantly through specialist clothing retailers, through the company's own stores and online.

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