When I first learned about Hey Honey Yoga, I was intrigued by how quickly it became one of Europe’s most recognized yoga wear labels.
As someone deeply involved in the activewear manufacturing industry, I often get asked:
“Who actually owns Hey Honey?”
The short answer: Hey Honey is owned and founded by sisters Janka and Imke Stumpe, together with their partner, Matthias Roettger.
They launched the brand in 2015 in Hamburg, Germany, and still manage it independently today — keeping full creative control and ethical oversight of production.
Table of Contents
- Quick Answer
- 1. Founders and Brand Ownership
- 2. Brand Vision and Leadership Style
- 3. How Hey Honey Grew from Local to Global
- 4. Brand Ownership Compared: Hey Honey vs Global Labels
- 5. Why Independent Ownership Matters in Fashion
- FAQs
- How FuKi Yoga Supports Independent Activewear Brands
Quick Answer
Hey Honey is privately owned by Janka Stumpe, Imke Stumpe, and Matthias Roettger, based in Hamburg, Germany.
The company remains independent, meaning no large corporations or investors have taken control — a rarity in today’s fashion landscape.
Their ownership model ensures every collection stays true to their yoga-inspired values and sustainable philosophy.
1. Founders and Brand Ownership
Hey Honey was built from a simple vision:
to create mindful, feminine, and eco-friendly yoga wear that reflects both inner balance and modern design.
| Founder | Background | Role |
|---|---|---|
| Janka Stumpe | Former fashion buyer | Creative director & product design |
| Imke Stumpe | Marketing strategist | Brand communication & partnerships |
| Matthias Roettger | Business developer | Operations & logistics |
From the start, their goal was not to scale fast but to grow sustainably — focusing on authenticity and quality over trends.
2. Brand Vision and Leadership Style
As someone who has worked with yoga brands globally, I can see how Hey Honey’s founders embody a “slow fashion” leadership model.
They emphasize:
- Transparency: clear communication about production and materials.
- Community focus: strong engagement with female practitioners and yoga instructors.
- Design restraint: every new collection remains consistent with the brand’s core identity — earthy, elegant, and functional.
This leadership approach has helped Hey Honey stay relevant without following the fast-fashion cycle.
3. How Hey Honey Grew from Local to Global
Hey Honey began as a small German studio, producing leggings locally. Within a few years, it grew into a recognized European premium activewear brand.
| Year | Milestone |
|---|---|
| 2015 | Brand founded in Hamburg, Germany |
| 2017 | Expanded into European yoga boutiques |
| 2019 | Introduced recycled fabrics |
| 2021 | Launched e-commerce for global customers |
| 2023 | Collaborations with European yoga influencers |
The founders’ hands-on involvement kept Hey Honey’s brand integrity intact while scaling production sustainably.
4. Brand Ownership Compared: Hey Honey vs Global Labels
| Brand | Ownership Type | Country | Main Focus | Corporate Influence |
|---|---|---|---|---|
| Hey Honey | Independent (founders-owned) | Germany | Sustainable yoga wear | None |
| Alo Yoga | Privately held | USA | Luxury yoga & fashion | High |
| Lululemon | Public company | Canada | Technical activewear | Listed (NASDAQ: LULU) |
| Gymshark | Private equity-backed | UK | Performance gymwear | Moderate |
| FuKi Yoga (OEM) | Manufacturing partner | China | Private label & OEM | Partner-driven |
From an insider’s view, Hey Honey’s independence gives it agility — allowing design and material choices without investor pressure.
5. Why Independent Ownership Matters in Fashion
Independent ownership allows brands to:
- Stay authentic to their values, not shareholders’ goals.
- Prioritize eco-material innovation over cost cutting.
- Maintain direct relationships with ethical factories.
- Build long-term trust with mindful consumers.
As a manufacturer, I’ve noticed independent brands like Hey Honey tend to have more consistent quality and stronger storytelling.
FAQs
Q1: Who owns Hey Honey Yoga?
Hey Honey is owned by Janka Stumpe, Imke Stumpe, and Matthias Roettger.
Q2: Is Hey Honey a German company?
Yes. It’s headquartered in Hamburg, Germany.
Q3: Is Hey Honey part of a larger fashion group?
No. It remains fully independent and founder-led.
Q4: Where are Hey Honey products made?
Mainly in Portugal and Turkey, under ethical and sustainable production.
Q5: Is Hey Honey similar to Alo Yoga or Lululemon?
It shares the premium quality, but emphasizes European minimalism and sustainability.
How FuKi Yoga Supports Independent Activewear Brands
At FuKi Yoga, we specialize in helping independent yoga and lifestyle brands like Hey Honey grow sustainably through:
- OEM/ODM production with premium eco-fabrics (RPET, bamboo, Tencel)
- Private label design services for boutique labels
- Low MOQ manufacturing ideal for small and mid-sized brands
- Global delivery & quality assurance from Asia to Europe
- Brand support consulting for startups entering the global market
If you’re building a brand that values authentic storytelling and ethical production,
FuKi Yoga is your trusted partner to scale with integrity and innovation.
👉 Learn more: Visit FuKiYoga.com – Sustainable Yoga Wear Manufacturer
