Workwear Creates a Sense of Belonging

Interview with Kai-Michael Gminder, Managing Director of Gustav Daiber GmbH

Gustav Daiber GmbH Textiles

Workwear plays a central role in a modern company. It not only meets functional requirements but also significantly contributes to the identity and well-being of employees. It enhances the sense of belonging, increases safety, and promotes a uniform appearance that has an impact both internally and externally. In a time when the boundaries between workwear and leisure wear are increasingly blurring, the importance of well-designed, fashionable, and functional workwear is growing. Companies are increasingly focusing on Corporate Fashion from Gustav Daiber GmbH in Albstadt.

Gustav Daiber GmbH has been a traditional family business since its foundation in 1912, evolving into a leading provider in the Corporate Fashion sector. From its initial steps in the main business to enhancements in the textile sector, the company has continuously developed, always focusing on quality and innovation.

Wide Range

As a full-service provider in the Corporate Fashion area, Daiber offers a comprehensive range of services. The assortment currently includes more than 900 products, including workwear, sportswear, t-shirts, hoodies, and accessories, with over 17 million items available from stock. "Our strength lies in our diversity," says Kai-Michael Gminder, the fourth-generation CEO.

Kai-Michael Gminder, Managing Director of Gustav Daiber GmbH
Kai-Michael Gminder, Managing Director of Gustav Daiber GmbH

"With over 160 color variations and fashionable yet timeless designs, we are among the trendsetters in the market. For this reason, our clothing is not only worn in the workplace but increasingly in leisure time as well. Thanks to our modern technology, we can customize and enhance even the smallest quantities individually. We offer textiles, caps, accessories, and promotional items that we turn into unique products through embroidery, printing, and other finishing techniques."

Corporate Fashion Platform

Over the years, Gustav Daiber GmbH has steadily expanded its portfolio. Today, it offers a wide range of products and services. "This year, we have created a new identity image that underscores our transformation into a modern Corporate Fashion platform," Kai-Michael Gminder describes the ongoing strategy. "The platform concept is a fundamental part of our digitalization strategy. We understand digitalization not just as a means to optimize our internal processes, but as an integral part of the entire value chain – from the back end through the machines to direct customer contact.

Gustav Daiber GmbH Corporate Fashion
For a sense of belonging: Corporate Fashion of Gustav Daiber GmbH
Gustav Daiber GmbH Timeless Designs
The timeless designs are increasingly worn in the leisure sector

Our goal is to provide a platform within the next 1.5 years where customers can upload their logos, the price is automatically calculated, and the order is processed directly and fully automated. We are currently working intensively on data maintenance and switched to a new ERP system two years ago. Already, 85% of orders are processed online. Sustainability is also a central part of Daiber's corporate philosophy. Currently, 114 different products are offered made from recycled materials and organic cotton. Especially in the area of promotional items, the company focuses on eco-friendly materials, while durability and robustness are the focus for workwear.

Strengthen Identity

Products from Daiber are exported to about 40 countries, mainly in Europe. In addition to the main location in Albstadt on the Swabian Alps, where about 170 employees are based, the family-owned business has an office in Hong Kong that coordinates imports from Asia. Additionally, Daiber works with at least one wholesaler as a partner in each European country.

Gustav Daiber GmbH Textile Finishing
At the location in Albstadt, textiles are quickly and flexibly finished
Gustav Daiber GmbH Embroidery
Whether transfer printing, embroidery, or special productions: Daiber offers high-quality finishes
Gustav Daiber GmbH Accessories
Accessories are an important part of the portfolio

"Our intensive engagement with our identity image has shown that the purpose behind our work is to create a sense of belonging through our Corporate Fashion," says the Managing Director. "Our motto 'We connect brands with people. Our products create identity' reflects this approach. To further strengthen this brand identity, we plan to unite our established brands James & Nicholson and Myrtle Beach under the name Daiber. In Albstadt, we have also launched an employer branding campaign to position ourselves as an attractive employer."

With over 100 years of experience, Gustav Daiber GmbH looks to the future with optimism. The company remains true to its tradition while also focusing on innovation and sustainability. Together with its customers and partners, it wants to continue to grow and face the challenges of the future. 

Gustav Daiber GmbH Employer Branding
With the Employer Branding campaign, Gustav Daiber GmbH aims to position itself even more strongly as an attractive employer
Gustav Daiber GmbH Jobrad
The company scores with additional services such as the JobRad