BONITA
BONITA is a German womenswear brand headquartered in Hamminkeln. It specialises in fashion for women aged 50 and over and sells through its own stores.
| Headquarters | Hamminkeln, Germany |
|---|---|
| Target customer | Women aged 50 and over |
| Former owner | Tom Tailor (2012 to 2019) |
| Buyer in 2019 | Victory and Dreams International Holding |
| Website | bonita.de |
What is BONITA?
BONITA is a German womenswear brand based in Hamminkeln in North Rhine-Westphalia. It is one of the few fashion brands in Germany that address a clearly defined older customer: the brand specialises in fashion for women aged 50 and over.
History
Tom Tailor acquired BONITA in 2012, and for several years the brand formed a large part of the Tom Tailor group, accounting for roughly half of the group's workforce. In 2019 Tom Tailor agreed to sell BONITA to the Dutch company Victory and Dreams International Holding. Around 300 people worked at the Hamminkeln headquarters at that time.
Products and positioning
The brand offers womenswear designed around the needs and tastes of mature customers, positioned in the mid-market and sold through its own branded stores and online shop.
Why it matters
BONITA is a reference point for the 50 plus womenswear segment in Germany, a demographic that is large but often underserved by youth-focused fashion retail. Its history within and after the Tom Tailor group also reflects the restructuring pressures faced by vertically integrated store chains in German fashion retail.
Frequently asked questions
Where is BONITA from?
BONITA is a German womenswear brand headquartered in Hamminkeln, North Rhine-Westphalia.
Who is BONITA for?
BONITA specialises in fashion for women aged 50 and over.