Early Life
Bernd Freier was born in Würzburg, Germany, in 1946, during a period of post-war economic recovery. Growing up with five siblings, Freier experienced challenging circumstances, including the early death of his father. At a young age, he contributed to his family's income by delivering newspapers. He later trained as a car body builder before beginning his career in fashion. In 1963, he worked as an assistant in a boutique in Berlin.
Rise to Success
Freier's entrepreneurial journey began in 1969 when he opened his first clothing store in Würzburg, initially named Sir Oliver, inspired by Charles Dickens' novel *Oliver Twist*. The store focused on mix-and-match casual wear. In 1974, he traveled to India to source textiles directly, gaining independence from wholesalers, and began importing Madras Check shirts, which were successful in the German market. Freier expanded the business, adding new brands and licensing agreements. The company was later rebranded as s.Oliver.
Key Business Strategies
Freier's success is attributed to his ability to adapt and innovate. He expanded s.Oliver both domestically and internationally. A key strategic move was sponsoring Borussia Dortmund in 1997, which significantly increased brand awareness. The company diversified its offerings, including underwear, beachwear, nightwear, and various sub-labels. Freier's commitment to quality, adaptability, and customer satisfaction contributed to s.Oliver's global presence.
Philanthropy
Freier has used his resources and experience to support emerging talent and contribute to social causes.
