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What we believe in. Our values and heritage.

Social transformation, economic risks, ecological crises. How can we as a supplier of fashion jewelry and accessories respond to the major challenges of our time? By initiating meaningful change wherever possible, one step at a time.

By enriching people’s lives with moments of joy. By treating our partners on both sides of the value chain with respect and helping them thrive in volatile markets. By being open to work with anyone who wants to bring sustainability and economic success in line for a common goal: so that the world remains a beautiful place. 

The beeline group values

Our corporate culture is based on values that govern our daily operations and our long-term strategy in equal measure. They express the high standards we set for ourselves, for our employees as well as for our management, and give our partners the promise of top performance, sustainability and fair business practices.


We treat each other with respect, trust, and fairness, and keep our minds and doors open for colleagues, customers, and suppliers. We are committed to doing the right thing and we’re willing to go the extra mile to get there.

Team Spirit

As an employer and responsible corporate citizen, we are willing to make our contribution and leverage our success to give back to society.


We understand that our actions affect the lives of many, and we take responsibility for them. We care about the way our products are made and for the wellbeing of our employees.


We love fashion and we love creating beautiful accessories for everyone. But for us, creativity is not limited to the design departments. It is encouraged and promoted throughout the company.


We set the bar high, and we never stop rising it higher. Everything about beeline is a testament to quality: our products, our customer service, our people.

„Our company has changed significantly during its 30-year success story, but the values that made this story possible in the first place remain the same.”

Alexander Plug
Alexander Plug
Head of Key Account Management DACH & Eastern Europe

Our legacy at a glance

Three decades of inventiveness and commitment – browse through our timeline, see how it all began and learn about the biggest milestones along the way!

The beginning

In 1990, Ulrich Beckmann established the company beeline Accessoires Vertriebs GmbH in Cologne (Germany) as a traditional wholesale business. A year later beeline developed the concessions concept and the first department stores and fashion outlets start to offer jewelry from beeline.

The first era of growth

The national breakthrough came in 1997 with Kaufhof, accompanied by C&A as an anchor for the expansion of the international business. In 2000, Globus became the first grocery store partner to offer jewelry from beeline. The result was the opening up of a completely new market segment.

At the same time, SIX was launched even with its own stores and became a growth accelerator in the European markets. Our second brand, I AM, followed in 2006. With accessories we also launched a white label solution to meet the drugstores' need for decent branding.

Becoming a global player

In 2010, we started to establish ourselves in the us market. Here, too, our concessions concept quickly became a guarantee of success, convincing fashion chains to roll it out nationwide.

As our success grew, so did our structures, and another logistics center was opened in the usa to meet the diverse needs of our partners there as well. the product range had expanded rapidly to include women's, men's and children's collections, as well as licensed products to make jewelry accessible to everyone.

The future

In 2019, a new era begins shortly before the 30-year-anniversary: 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).

Since then, we have significantly strengthened our presence in partnership with drug and food partners. Instead of operating our own stores and investing heavily into the digital channels, we are once again exclusively focusing on our proven concessions concept.

Ready to partner up?

Retailers of all kinds benefit from a beeline partnership: fashion and shoe stores, drugstores, groceries, discounters, perfumeries and pharmacies. We are always open for new cooperations and markets. Let’s figure out how we can increase your business per square meter together!