Datapods|Insights

OLYMP and Seidensticker Browsing Share Among German Online Users — Jan 2025–May 2026

Results as of

Review Jan 2025 – May 2026: OLYMP's browsing share hit 0.077% in March 2026 — its highest reading since October 2025, coinciding with the Eterna brand-rights acquisition

OLYMP and Seidensticker Browsing Share Among German Online Users — Jan 2025–May 2026Dual-line chart showing the monthly browsing share of OLYMP and Seidensticker among active German online users from January 2025 to May 2026. Each line represents one brand; the vertical axis shows the percentage share of active users; the horizontal axis shows months. OLYMP peaks at 0.077% in March 2026.Dual-line chart showing the monthly browsing share of OLYMP and Seidensticker among active German online users from January 2025 to May 2026. Each line represents one brand; the vertical axis shows the percentage share of active users; the horizontal axis shows months. OLYMP peaks at 0.077% in March 2026.
Dual-line chart showing the monthly browsing share of OLYMP and Seidensticker among active German online users from January 2025 to May 2026. Each line represents one brand; the vertical axis shows the percentage share of active users; the horizontal axis shows months. OLYMP peaks at 0.077% in March 2026.
Info
Sample size
n = 13,047
Data date
Jan 2025 – May 2026
Segment
All segments
Platform
Browsing
Market
Germany

Analysis

OLYMP's online browsing share among German users climbed to 0.077% in March 2026 — its strongest month in five months — precisely when the brand announced it had acquired all trademark rights to the insolvent Eterna. Seidensticker, by contrast, held near its usual baseline throughout the same window, suggesting the attention bump was OLYMP-specific rather than a category-wide uplift.

The Eterna acquisition as an organic marketing moment

OLYMP Bezner Group confirmed the Eterna brand-rights deal in mid-March 2026, generating significant press coverage across fashion trade media. OLYMP is the market leader for shirts in Germany and had competed with Eterna for decades. The acquisition announcement effectively doubled as a PR moment, likely driving search and direct navigation to olymp.com. By May 2026, OLYMP had already appointed a dedicated manager to lead a potential Eterna relaunch — keeping the brand in the news cycle and sustaining online interest. For the direct impact on Eterna's former customers, see how prior Eterna visitors browsed OLYMP after the insolvency.

This analysis is based on public segment data. For deeper cuts, use our Enterprise interface.

Methodology

The metric shows the monthly share of active German online users visiting olymp.com and seidensticker.com between January 2025 and May 2026. Visitor counts are normalised against the monthly active browsing population to correct for audience growth over the observation window. The chart is intended to show directional trends; individual monthly readings can shift by one or two users.

These insights are based on the Datapods Panel. Our data comes exclusively from users who are compensated for their anonymity. Become part of the panel & earn from your data