Observed Signal · Oct 2, 2026 · Feature · Source: Gründerszene (DACH Startups & Scaleups) · Impact: 2/5 · Sentiment: Positive
German Rapper Montez and Co-Founder Justus Stroetmann Scale Merch Startup
Berlin-based startup Merch my Day, co-founded by German musician Luca Montesinos (known as Montez) and Justus Stroetmann, aims to transform the merchandise business by producing high-quality, fashionable clothing instead of typical fan articles. Founded in 2023, the company has grown significantly, with revenue increasing by nearly 400% from 2024 to 2025 and almost doubling from 2025 to 2026. It now operates in over 12 locations worldwide. Merch my Day manages the entire merchandising chain, including design, production, touring, and e-commerce for clients such as Nico Santos, Sarah Connor, Elif, Apache 207, and football club Arminia Bielefeld. The startup is currently self-financed, with Montesinos having invested a seven-figure sum from his own wealth. The co-founders are now focusing on closing investment rounds and building their own tech platform.
This news is about a niche merchandising startup for musicians, not a major adtech or martech player, but it is relevant to the broader e-commerce and brand merchandise space.
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Key Takeaways & Evidence Grounding
- Merch my Day was founded in 2023 by Luca Montesinos (Montez) and Justus Stroetmann.
- Revenue grew by nearly 400% from 2024 to 2025 and almost doubled from 2025 to 2026.
- The startup produces at more than 12 locations worldwide and has a 3,000 sqm logistics site in Bielefeld.
- Clients include musicians Nico Santos, Sarah Connor, Elif, Apache 207 and football club Arminia Bielefeld.
- The company is fully self-financed; Montesinos invested a seven-figure amount from his own wealth.
Ontology Mapping & Concepts
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