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
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.