The beeline History

We've come a long way - Scroll through our timeline to see how it all began and learn more about the biggest milestones in our past.

1990

Ulrich Beckmann establishes the company beeline Accessoires Vertriebs GmbH as a classic wholesale business.

1991

beeline develops the concessions concept. The first department stores, chemists and fashion outlets offer jewellery from beeline.

1998

The birth of the SIX brand. The first SIX collections are presented by our concession partners.

2000

SIX launches its own retail stores. Three SIX stores will be opened in Cologne alone this year.

2001

SIX expands into other European countries: We open stores in the Netherlands, Belgium, Austria and Switzerland.

2006

The first I AM store celebrates its opening in Berlin. With an independent store concept, we are positioning another strong brand alongside SIX.

2007

We launch the first SIX MAN collection and tap into new target groups.

2011

beeline is now active in 53 countries. We deliver approx. 100 million individual parts per year.

2013

We launch in the USA with a new partner on approx. 900 sales floors. We implement 3,000 POS at a concessions partner in just three months. beeline builds up its e-commerce business in Germany.

2015

The pilot phase will start with the sale of our premium fashion jewellery brand TOSH in Douglas - on-site and online.

2016

In the USA, we set up 3,000 POS in just three months with one of our franchise partners.

2016

The official TOSH roll-out starts at Douglas Germany.

2017

With the franchise business, we are successfully pushing our expansion. In 34 countries, our franchisees operate 106 stores.

2019

beeline founder and managing director Ulrich Beckmann and his brother Frank Beckmann pass the reins of management to Hinrich Tode, Chief Executive Officer (CEO) and Marc Olivier Oeuvrard, Chief Sales Officer (CSO).

2020

We celebrate 30 years of beeline.

2021

Relaunch

Our success is built on strong partnership.

Together we can make a positive impact on society and the world we live in.

Learn more