We are upgrading our systems to provide you with the best service possible. We expect to pick and pack orders again from October 6th. We will be in touch with any updates regarding your order.


stichd sportmerchandising B.V.
De Waterman 2
5215 MX
the Netherlands

VAT identification number Netherlands: NL8552.58.305.B01
Registered with the chamber of commerce under number 63490757
Managing directors: Nina Alexandra Nix, Rogier Silvester Marie Wijnhoven

From a family-owned company to a global market player, we’re thrilled to be the global licensing partner for BMW Lifestyle. Designing, marketing, and distributing exceptional products for an exceptional brand.

stichd is a proud member of the PUMA Group since 2012, and is headquartered in ‘s-Hertogenbosch, Netherlands. From branded socks and underwear to fashionable swimwear, fanwear, and lifestyle apparel and accessories, stichd is proud to make quality products that are universal in their reach, yet still personal to both the brands we work with and the customers we design for.

By partnering with an array of global A-list brands, we are able to create these exceptional products. As a family of experts, we’re driven by passion and trust. With our mission to Consciously Craft Convenience, we continuously remain a leader in our established categories for our partners, customers, and consumers.

Our partnership with BMW, is truly a unique experience. BMW is a brand that is moving forward, future-shaping and redefining mobility. We take pride in being their partner in this journey and gladly share their story with the world through our BMW Lifestyle collection.


  • Quality strengthened by agility.
  • Global mindset with global capabilities.
  • A family of experts — a team of attentive, thoughtful individuals.
  • Diversity is key to collaboration.
  • Efficiency with warmth.
  • Integrity and humility.


Get in contact through our contact form or send us an email: info.bmwlifestyle@stichd.com


Available on working days from 8 am - 4 pm (GMT)


Available on working days from 8 am - 4 pm (GMT)