# OLYMP and Seidensticker Browsing Share Among German Online Users — 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

**Period:** Jan 2025 – May 2026  
**Market:** DE  
**Data status:** final  
**Data as of:** 2026-06-01T10:56:52.017058+00:00  
**Sample size:** n = 13,047  
**Source:** [https://www.datapods.app/en/insights/consumption/retail/olymp-seidensticker-browsing-share-germany-2025-2026](https://www.datapods.app/en/insights/consumption/retail/olymp-seidensticker-browsing-share-germany-2025-2026)

## Segments

- **Years:** 2025–2026
- **Platform:** browsing
- **Product categories:** mens-fashion, shirts

## Summary

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](slug:eterna-visitors-competitor-browsing-shift-germany-2026).

## Chart

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.

## 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.

## Citation

Datapods (2026-06-01). *OLYMP and Seidensticker Browsing Share Among German Online Users — Jan 2025–May 2026*. Datapods Insights. https://www.datapods.app/en/insights/consumption/retail/olymp-seidensticker-browsing-share-germany-2025-2026

## About Datapods

Datapods is a behavioral consumer-data platform. The Insights library publishes free, citable statistics derived from a panel of 25,000+ opted-in participants in Germany: observed real behavior (transactions, browsing, media), not surveys. All data is processed within the EU and is GDPR-compliant.

For brand-specific cuts, competitor benchmarks, and granular audience filters across 12,000+ tracked brands, see [https://www.datapods.app/en](https://www.datapods.app/en).