MUEHLMEIER celebrates 75 Years!

“We work in a very emotional profession – close to the woman’s heart. And the well-being of women is the maxim of the demands that the MUEHLMEIER brand places on itself. It inspires us to continually improve the quality and supportive fit of our M-BraCups.

We develop products which are women's daily companions. It is therefore important to us to meet the needs of our industrial brand-customers precisely and to contribute to women’s quality of life.”

Roman Mühlmeier, General Manager

MUEHLMEIER became one of the first manufacturers of BraCups for “Wonder Bras”. Under the leadership of Roman Mühlmeier, innovative BraCups were developed which are constantly optimized with new benefits. The M-TEC® BraCups became a brand and the company expanded internationally with core markets in Western and Eastern Europe.

In 1990, the new branch in Schwarzenbach, 6 km from the main plant in Bärnau, began operations with around 30 employees. In 1995, Alwin Mühlmeier retired from company management.

Under the leadership of Roman Mühlmeier, the factory in Schwarzenbach became as MUEHLMEIER Bodyshaping GmbH a competence center for ShoulderPads and BraCups!

The Schwarzenbach location has been gradually undergoing sustainable updating: photovoltaic system on the roof, wood chip heating, LED lighting, e-mobility.

“Push-up bra cups have been a super sexy hype for female show-offs since 1997. It was only in the following years that it became clear what a major role a “perfect” BraCup always plays in the overall feel-good package of the bra,” reports Roman Mühlmeier, who already recognized in a early stage, that the cup was the most important purchasing criterion for the bra purchase by the end consumer in terms of fit and support.

Big new players in the market like Calzedonia and Lise Charmel became important ambassadors for the use of “anatomical Push-Up Cups”. Some German brands, until then more focused on daywear, saw the potential of the M-BraCups to broaden the product range.

With its bra cup know-how, MUEHLMEIER Bodyshaping has helped a whole series of companies such as Mey, Speidel, Huber and Wolford achieve corsetry status. Corresponding new business areas opened up for these companies. Others, such as DaCapo and Moritz Hendel, distinguished themselves as specialists in “well-groomed busts” with precisely fitting, thin, large-sized cups from MUEHLMEIER.

In 2010, a visionary campaign was launched “The Secret behind HER Secret”. The end consumer is informed at specialist retailers about the innovative inner qualities of the bras and the unique product properties of the BraCups from MUEHLMEIER.

This was the start of sustainably successful component branding and many fruitful strategic collaborations with well-known brand customers. They have recognized and learned to appreciate the advantages of a common “brand within the brand” marketing and value-added communication of “M-BraCup INSIDE” as an additional promise of quality.

MUEHLMEIER successfully practices a marketing concept that first became established in the 90s and follows in the footsteps of well-known component branding examples such as Intel, Lycra or Gore-Tex.

Joint commitment and cooperation play a major role at MUEHLMEIER. The mid-size company works internationally closely with various partners both commercially and with CRS projects to drive positive changes.

For many years, the Target e.V. Rüdiger Nehberg Foundation has been supported with donations, which is dedicated to the fight against female genital mutilation.

In 2022, the company and its employees took part in the democracy initiative for the business world project by the Business Council for Democracy. Furthermore, many local initiatives are supported, such as the Bavarian film project Hundslinger Wedding or the regional theater association.