An exclusive location in the English Garden, a festive atmosphere, culinary highlights and many emotional moments: The lingerie industry’s summer gala was once again a truly radiant event in 2025.
On the evening of July 20, 2025, the trade magazine SOUS presented the prestigious STERNE BEST SHOP AWARDS for the 19th time – the highest honour for Germany’s best lingerie stores and departments. A prize with a long tradition that is constantly evolving and continually highlights new facets of the industry.
Around 270 invited guests – including leading retailers, representatives of major textile companies, and members of the jury – experienced an atmospheric evening full of appreciation and inspiration. TV presenter Roman Roell hosted the programme with his usual charm and entertainment, before the stylish after-show party. In addition to the celebratory awards ceremony, the evening also offers one of the few opportunities for the industry to meet in person at this level – for networking, exchanging ideas, and sharing a shared vision for the future.
Prior to the ceremony, a distinguished jury of 18 leading lingerie manufacturers nominated over 60 specialty stores in nine categories. The nominations were traditionally announced via the trade magazine SOUS. The SOUS Manufacturer Award has been presented directly by the lingerie retail industry since 2008 and recognizes achievements within the industry.
THE WINNERS 2025
New Stores/New Looks (3)
Baeumcher Dessous Wasche Bademode (Wiesbaden)/Louisa’s by Marion Rankel (Starnberg)/B & U Einzelhandels GmbH (Iserlohn)
Bra Fitting Studios (2)
Hoyer Moden (Hamburg) and Kurvenzauber Dessous & Swimwear (Garmisch-Partenkirchen)
First Time Winners
Nominees who win Sterne Best Shop Award for the first time in 2025:
Textile Stores: Modehaus Jung (Augsburg)
Shops with a boutique character: Exclusive Dessous GroB-Schmahl (Mainz)
Stores with flagship potential: Reiber Wasche (Heidenheim)
Champions League
Previous winners who have won Sterne Best Shop Awards again in 2025
Textile Stores: Henrich Petzhold (Munster)
Shops with a boutique character: Barbara Dessous und mehr (Freiburg)
Stores with flagship potential: Hautnah Dessous & Bademode (Stuttgart/Venus-Moden, Luneburg)
Department Group
Galeria Frankfurt Zeil, Frankfurt am Main
SOUS Manufacturer Awards
Bestselling Lingerie Collection SS2025: Primadonna
Bestselling Beachwear Collection SS2025: Primadonna
Bestselling nightwear/loungewear collections SS2025: mey
