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Die Geschichte unseres Erfolgs.
Founder of a great idea. Gottfried & Friederike Schneider.
The story of SUSA is not just the story of a company. It is the story of vision, courage, and love for craftsmanship – and it begins in 1859 in Heubach.
Company founder Gottfried Schneider (1829–1907) came from a long-established family of weavers. Even as a child, he became acquainted with the art of fabric processing and developed a sense for quality that would accompany him throughout his life.
During his journey as a young journeyman, he traveled to Göppingen. There he experienced a decisive moment: he discovered the then newly emerging corset production with mechanical looms. It was immediately clear to him – the future lies here. With courage and entrepreneurial spirit, he founded his own corset manufactory in 1859. This laid the foundation for a brand that still stands for innovation and the highest quality today.
Yet the success of SUSA was from the beginning more than just the work of an individual. In Göppingen, Gottfried met his great love Friederike Kammerer (1836–1914). In 1861, the two got married – and Friederike became an indispensable support for the young company. With energy, passion, and vision, she played a significant role in helping the small manufactory develop into a growing success.
This is how the success story of SUSA began: as a family business with heart, craftsmanship, and vision, which at that time set out to change the fashion world – and to give women more beauty, comfort, and self-confidence.
The beginnings. Since 1859.
1859 – a year full of upheavals. Germany is in the midst of industrialization. Between smoking chimneys and steaming machines, between worker caps and top hats, between a belief in progress and social change, the story of SUSA begins in Heubach – and with it a new chapter of the German corset industry.
On March 1, 1859, Gottfried Schneider takes the step into self-employment. In the rooms of the so-called 'Lamm-Keller' – today's Restaurant Jägerhaus – he sets up 30 looms and begins producing corsets. What starts small quickly develops into a success story: by 1862 the company is officially registered in the commercial register.
Demand is rising, production is growing. Only a few years later, the manufactory has to be expanded. With the acquisition of ten more looms, the company moves into the former tithe barn of the city of Heubach. Soon, 35 corset weavers and 20 seamstresses are working there – hand in hand, driven by the spirit of a new era.
While others are still hesitating, Gottfried Schneider relies on the opportunities of industrialization. He recognizes early the possibilities of mechanical looms, combines craftsmanship with technical progress, and thus lays the foundation for a company that embodies performance and innovative strength.
The years of construction.
With the Industrial Revolution, a groundbreaking invention made its entrance: the fully mechanized loom. It was more than just a technical innovation – it changed people's lives. What was once a precious luxury item was now affordable for many. Fashion was no longer just an expression of the upper class, but a part of everyday bourgeois life.
SUSA also took advantage of these opportunities. As early as 1863, Gottfried Schneider expanded production to include the machine-made manufacture of corset clasps and springs – a bold step that set the course for further growth.
The corsets, woven in one piece and shaped with steam, soon found great popularity not only in Germany but also internationally. Exports to America, England, and Denmark made the young brand well-known and brought SUSA into conversation beyond the borders.
But fashion did not stand still – and neither did SUSA. With the invention of the sewing machine, corset production changed fundamentally from the mid-1880s: sewn corsets replaced the previously woven models. Gottfried Schneider once again demonstrated his foresight. Instead of clinging to the old, he invested in the new technology and consistently converted production.
This courage for change and the ability to perceive innovation as an opportunity made SUSA, even in its early years, a company that not only accompanies change but actively shapes it.
Departure into modernity.
With the entry of Julius Schneider (1862–1939), a new era began for the family business. Even as a teenager, he took on responsibility: at just 15 years old, he managed the accounting and thus relieved his father Gottfried, who was in poor health. In 1888, a milestone was reached – the founding of the company health insurance fund and the inclusion of Julius as a partner. From then on, the company was called Schneider & Sohn.
The years around the turn of the century were characterized by growth and technical progress. In 1891, a second factory building was constructed, and from 1892, steam engines and boiler systems determined the pace of production. With the first chimney rising above the roofs of Heubach, the company also made history for the town. In the same year, Gottfried handed over the business to his son – and Julius became the sole owner.
Under his leadership, electrification soon arrived. The company's own power plant made Heubach the first city in Württemberg with electric street lighting – a symbol of the Schneider family's pioneering spirit.
Julius also found support in his private life: in 1906 he married Emilie Grupp, who became not only his wife but also a kindred partner in the business. The increasing demand made expansion possible – in 1910 the first branch factory was opened in Schwäbisch Gmünd. By 1912, over 300 employees and 800 home workers were already working for Schneider & Sohn.
However, the story did not unfold without breaks. World War I brought raw material shortages and a lack of labor. Production had to be significantly restricted and temporarily converted to war production. Despite all adversities, the company stayed on course – and in 1922 transformed into Schneider & Sohn AG. The brand name SUSA also originates from this period, derived from 'Schneider und Sohn AG.' At the end of the 1920s, the company continued to grow and moved into a modern four-story factory building.
It was only the Second World War that brought the upward trend to an end. In those years, it was less about growth and more about the survival of the company. But even these difficult times were overcome. After the end of the war, SUSA employed almost 1,000 employees in the main plant and in seven branch plants – a strong sign of reconstruction.
In 1948, the joint-stock company was converted into a GmbH, and since 1972 the company has existed in its current legal form as a limited partnership (KG).
SUSA Today. Tradition meets modernity.
More than 165 years after its founding, the former corset manufacturer has become one of the leading specialists in lingerie. SUSA has survived two world wars, mastered economic crises, witnessed trends come and go – and has always remained true to its values and roots.
To this day, the heart of the company beats in Heubach. Around 75 employees work here in the areas of sales, marketing, product development, administration, production, and logistics. The actual manufacturing now mainly takes place in Slovenia, Latvia, and Ukraine – always under fair conditions and strictly according to European social standards. From Heubach, the collections are sent to almost 30 countries worldwide.
As a corsetry expert with decades of experience, SUSA has specialized in lingerie and swimwear. Our core competencies lie in cotton, molding, and wireless bras up to cup size I. Whether comfortable basics, elegant dirndl bras with push-up effect, or functional sports bras – function, quality, perfect fit, and wearing comfort are always at the center. The range is complemented by a special series of prosthesis products that give women security and well-being after breast surgery.
Another trademark of SUSA is the responsibility for people and the environment. All materials are STANDARD 100 by OEKO-TEX® certified – free of harmful substances and harmless to health. In addition, SUSA is STeP by OEKO-TEX® certified, which stands for sustainable and fair production processes along the entire supply chain.
This is how SUSA combines tradition and innovation today: fashion that accompanies women in every situation, made with the highest standards of quality, comfort, and responsibility.
SUSA Future. Innovation from Tradition.
The story of SUSA does not end here – it is rewritten every day. With a look back at over 165 years of experience and the courage to continually take new paths, SUSA remains a reliable companion for the future.
Tradition and innovation go hand in hand: proven knowledge meets modern technologies, timeless values meet current trends. This ensures that SUSA will continue to stand for what has always distinguished us in the coming decades – quality, fit, wearing comfort, and responsibility.
One thing is clear: the success story of SUSA will continue. Today, tomorrow – and also in the next 165 years.
