Bonprix
Otto Group · Germany
Bonprix is a German online and mail-order fashion retailer founded in 1986 as a subsidiary of the Otto Group. It is headquartered in Hamburg and sells affordable clothing, shoes and home products in many European countries.
| Founded | 1986 |
|---|---|
| Owner | Otto Group |
| Headquarters | Hamburg, Germany |
| Segment | Mass market and fast fashion |
| Sales channel | Mainly online (about 90% as of 2023) |
| Website | bonprix.com |
What is Bonprix?
Bonprix sells clothing, shoes and accessories for women, men and children, plus home textiles, furniture and decor, mostly under in-house brands. Some third-party shoe brands are also offered.
History
Bonprix began in 1986 as a subsidiary of the Otto Group with a 32-page first catalogue. It passed DM 1 million in revenue in 1989, launched its German webshop in 1997 and opened its first retail store in Hamburg in 1999. In 2009 it bought the American swimwear maker Venus Swimwear, and in 2010 it passed €1 billion in sales. The first German mobile webshop followed in 2011 and an app in 2016.
Business model and distribution
Bonprix is now mainly a digital retailer. Wikipedia reports that online sales were about 90% as of 2023, that the last physical store closed in 2023 and that the company still issues a mail-order catalogue. The company's own website lists local shops in 17 countries, including Austria, Belgium, the Czech Republic, Finland, France, Germany, Hungary, Italy, the Netherlands, Norway, Poland, Romania, Slovakia, Spain, Sweden, Switzerland and the United Kingdom. Wikipedia gives a higher count of more than 25 mostly European countries, so the exact number of markets is not settled.
Wikipedia gives revenue of €1.52 billion for the 2023/24 financial year with about 2,500 employees.
Why it matters
Bonprix is one of the largest German online fashion retailers in the value segment and a notable example of a catalogue business that moved online and closed its stores. It remains an important part of the Otto Group's fashion portfolio.
Frequently asked questions
Who owns Bonprix?
Bonprix is owned by the Otto Group, the Hamburg-based retail and services group. It was set up in 1986 as an Otto Group subsidiary.
Where is Bonprix from?
Bonprix is a German brand headquartered in Hamburg. It began as a mail-order business and now sells mainly online across Europe.