Designer · Eterna
Eterna at outlet prices
Shirt maker from Passau, known for non-iron cotton shirts. The facts, and what to watch for when you buy it discounted.
| Founded | 1863 in Vienna, by the Hönigsberg brothers [1] |
|---|---|
| Headquarters | Passau, Germany [1] |
| Known for | Men's shirts and women's blouses; the first iron-free cotton shirt, 1981 [1] |
| Production | Mainly Bánovce nad Bebravou, Slovakia: about 7,500 shirts a day, 725 staff [1] |
| Distribution | About 50 own stores and about 5,500 retailers, some 3,000 of them in Germany [1] |
| Owner | Golden Square Capital (since 2023) [1] |
Eterna is a premium rather than a luxury label, which is exactly why it was on this list: it is one of the brands German shoppers most often look for at outlet prices. The company started with shirt collars in Vienna in 1863 and opened its first branch in Passau in 1927; Passau is its headquarters today [1].
Buying Eterna below list price
Non-iron shirts are a stable, repeat product, so sizes and fits carry over from season to season. That makes older colours in the same fit a safe discount buy. Check the fit name (slim, modern, comfort) on the label; it matters more than the collection year.
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