Bree's bags were everywhere in Germany — then revenue fell 90%

Bree was founded in 1970 in Germany as a leather goods specialist. The company designed and manufactured high-quality bags and accessories and sold them through its own retail stores, franchise partners, and wholesale channels. By the early 2000s, Bree had become one of the most recognised premium bag brands in Germany, with estimated annual revenue of €150–200 million.

Revenue began declining in the mid-2000s as the market shifted. By 2006, revenue had fallen to about €50 million. The company struggled to adapt to changing consumer tastes, the rise of fast-fashion accessories, and competition from international luxury brands with stronger marketing budgets. Family leadership ended in 2018, and the company lost its strategic direction.

In May 2019, Bree filed for self-administered insolvency. It was rescued by Coindu, a Portuguese automotive supplier looking to diversify into leather goods. The rescue did not work — Coindu had no experience in fashion retail, and the brand continued to decline. In January 2024, Bree filed for insolvency again. In April 2024, the brand rights were sold to Müller & Meirer, a German leather goods manufacturer. By 2024, annual revenue had fallen below €12 million — a decline of more than 90% from the peak. Bree, once Germany's premier bag brand, was dissolved.