June 2026
Double recognition at the German Brand Award 2026: BÄR wins Gold in the “Fashion” category and receives the title “Product Brand of the Year”
From comfort footwear to lifestyle brand: footwear manufacturer BÄR from Bietigheim-Bissingen has received two awards at the renowned German Brand Award 2026—with Gold in the “Excellent Brands – Fashion” category and as the winner in the “Excellent Brands – Product Brand of the Year” category. The jury thus recognizes a consistent brand transformation in the German SME sector.
The German Brand Award, initiated by the German Design Council and presented by an independent 17-member panel of experts, is one of the most important awards for holistic brand management in German-speaking countries. Under this year’s motto, “Brand Forward,” the strongest brands were selected from 1,676 entries from 18 countries—488 as Winners and 68 with Gold. Gold is the highest distinction and is generally awarded only once per category.
44 years of pioneering spirit: The shape must follow the foot
What began in 1982 with a simple yet revolutionary question—“Why isn’t the shoe shaped like the foot?”—is now one of Germany’s most distinctive footwear brands. Christian BÄR founded the company out of his own need for healthy footwear, at a time when the approach met with incomprehension in the industry. Long before barefoot shoes became a trend, BÄR set a new standard with its first model, “Der Feine”: anatomically shaped shoes with 100% Toe freedom, handcrafted in its own manufactory.
Today, the collection comprises more than 100 models for women, men, and unisex wear. The owner-managed family business is run by Christof Bär in its second generation.
Consistent transformation into a lifestyle brand
In recent years, BÄR has developed from a traditional comfort footwear provider into a lifestyle brand with a functional core. The range is divided into four segments (Pure, Active, Lifestyle, Barefoot) and sold through its own online shop, 22 stores in Germany, selected specialist retailers, and online platforms. The shoes are handcrafted by around 400 employees at the company’s own manufactory in India. Design and collection development, as well as corporate management, are directed from Bietigheim-Bissingen.
Growth in a declining market
While the volume of the German footwear market fell to around €11.5 billion in 2025 according to industry data (approximately 1.5 percent below the previous year) and brick-and-mortar footwear retail lost around 4 percent
in revenue, BÄR reported revenue growth of 5.5 percent, according to its own figures. The company attributes this growth to expanding its range in the Lifestyle and Active segments. BÄR is also continuing to record growth in the barefoot footwear sector. Across the industry, barefoot shoes are growing by an estimated 10 to 15 percent per year. In a dynamic market environment with a growing number of providers, BÄR sees itself as a pioneer of Toe freedom that paved the way for this category.
Growth in a declining market
While the volume of the German footwear market fell to around €11.5 billion in 2025 according to industry data (approximately 1.5 percent below the previous year) and brick-and-mortar footwear retail lost around 4 percent in revenue, BÄR reported revenue growth of 5.5 percent, according to its own figures. The company attributes this growth to expanding its range in the Lifestyle and Active segments. BÄR is also continuing to record growth in the barefoot footwear sector. Across the industry, barefoot shoes are growing by an estimated 10 to 15 percent per year. In a dynamic market environment with a growing number of providers, BÄR sees itself as a pioneer of Toe freedom that paved the way for this category.
“BÄR stands for a brand with conviction—shaped by pioneering spirit, craftsmanship, and a deep understanding of the needs of the foot. On this foundation, we have consistently developed into a modern lifestyle brand with a distinctive signature. The German Brand Award confirms that this is the right path,” says Christof Bär, CEO and owner.
An award that is more than just a prize
The German Brand Award evaluates brands based on the criteria of positioning, differentiation, and implementation. For BÄR, the double recognition is more than confirmation. It marks the completion of a profound transformation and the starting point for the next phase of growth, with further internationalization planned through dedicated country shops and the expansion of the store network in Germany.
About BÄR:
For 44 years, the family business has produced shoes with Toe freedom, zero heel elevation, and flexibility in the highest manufactory quality. What began in 1982 with a revolutionary idea by Christian Bär is being carried forward in its second generation by Christof Bär with innovative ideas and passion. BÄR shoes are available at 22 BÄR stores, in the online shop, through traditional mail-order retail, and via Amazon, About You, and Otto. Around 100 employees work at the company headquarters in Bietigheim-Bissingen, while approximately 400 permanently employed staff manufacture the shoes at the company’s own manufactory in India.
