The Dutch family-owned company Zulk Holding B.V. is acquiring the brands of Adolf Riedl GmbH & Co. KG, thereby strengthening its position in the European swimwear market.
SUNFLAIR
The Dutch parent company behind the swimwear brands Beachlife and Cyell announces that it has acquired the brands of Adolf Riedl GmbH & Co. KG, based in Bayreuth, Germany, and will continue their operations. This marks an important
step in preserving established European swimwear brands and further strengthening the group’s international market position.
Under the new structure, brands such as Sunflair, Opera, and Sunmarin will continue to operate in Germany, with a strong focus on close collaboration with the Dutch division (Beachlife & Cyell). This addition creates a complementary brand portfolio with a clear positioning in the mid to premium segment of the European swimwear market. The German activities will continue in a streamlined form from the headquarters in Bayreuth, under the leadership of Bert Wermer (formerly of Michael Kors, with prior experience in swimwear at Tweka, Nicky Nobel, and MEXX Body & Beach), in close collaboration with Marloes Heijmans (Beachlife & Cyell). This structure combines local market expertise with centralized knowledge and provides a solid foundation for an efficient and future-proof organization. To further strestrengthen collaboration with the
local team, Bert Wermer will relocate to Bayreuth.
Beachlife
With this step, the family business aims to:
• ensure continuity for customers, suppliers, and employees;
• further strengthen its international presence, particularly in the DACH region;
• realize synergies in procurement, logistics, e-commerce, and marketing;
• future-proof the brands within a changing retail and consumer landscape.
Beachlife and Cyell, under the leadership of Marloes Heijmans, have built a strong and stable position in the European swimwear market in recent years, with a clear focus on fit, quality, and brand experience. This expertise forms an important foundation for the further development of the newly added brands.
Bert Wermer explains:
By continuing these brands, we are not only preserving valuable European labels, but
also creating a strong foundation for further growth. The core brands Sunflair, Opera,
and Sunmarin are characterised by their strong focus on fit and quality, combined with a
loyal customer base. These elements form the basis for us to continue and further
develop the brands.”
Marloes Heijmans adds:
“With a focused approach, a more efficient organizational structure, and a modern development of the brands, we see clear opportunities for sustainable growth. Activities in and from Bayreuth will continue in a streamlined and agile structure, combining speed, efficiency, and market orientation, while preserving the knowledge and expertise built up over many decades.”
Cyell Design
