sheego
Otto Group · Germany
sheego is a German plus size fashion retailer and brand offering womenswear in sizes 40 to 58. Based in Frankfurt am Main and wholly owned by the Otto Group, it sells dresses, eveningwear, denim, sportswear, underwear and shoes.
| Founded | 1954 (as Schwab Versand) |
|---|---|
| Headquarters | Frankfurt am Main, Germany |
| Parent | Otto Group |
| Sizes | Women's 40 to 58 |
| Website | sheego.de |
What is sheego?
sheego is a German fashion company specialising in plus size womenswear. Its collections cover women's sizes 40 to 58, and the business is a wholly owned subsidiary of the Otto Group. The company is led by a management board of Michael Derse and Beatrice Grünwald.
History
The business traces its roots to 1954, when the merchant Friedrich Schwab founded Schwab Versand in Hanau, Hesse, as a mail order company. The sheego name later became the identity of the company, which was renamed sheego GmbH in February 2021 when its seat moved to Frankfurt am Main. In 2023 it became an Aktiengesellschaft (AG).
Products and positioning
The range focuses on dresses, eveningwear and denim, complemented by sportswear, underwear and shoes. The positioning is fashion for curvy women rather than a basics assortment.
Distribution
- Own online shop at sheego.de
- A mobile app, available since 2017
- Third party platforms including About You, Zalando and Otto
A shop in shop concept launched in August 2013 was ended in late 2017, so the business today is centred on digital channels.
Why it matters
sheego shows how a former catalogue business can be repositioned as a digital specialist for an underserved size range, using its own platforms alongside large marketplaces.
Frequently asked questions
Who owns sheego?
sheego is a wholly owned subsidiary of the Otto Group, the German retail and e-commerce group.
What sizes does sheego sell?
sheego offers womenswear in German sizes 40 to 58.