S.Oliver is a family owned German fashion company located in Rottendorf, Bavaria. The company offers apparel, shoes, accessories, jewellery, fragrances and eyewear. The company was founded in 1969 by Bernd Freier as a small boutique in Würzburg with only 25 square metres of floor space, named Sir Oliver after the hero of Charles Dickens novel, Oliver Twist. There are currently three lifestyle worlds (segments) under the S.Oliver brand umbrella, all targeting different buyer types. s.Oliver Casual is the company’s largest segment, it focuses on ladies and gents leisure fashion. Trendy and fashionable, QS by S.Oliver is aimed at teenagers and young adults, whereas S.Oliver Selection meets the demands of a more sophisticated audience with a generally understated style. Besides these three main elements, s.Oliver also offers additional product lines like ’s.Oliver Bodywear’ (lingerie, nightwear, beachwear and homewear for ladies and gentlemen), ’s.Oliver Junior’ (clothing for newborns , toddlers and children), ’by s.Oliver’ (new segment for larger sizes from 44 to 52) as well as ’s.Oliver Accessories’ (bags, belts and leather goods).