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Bonprix

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Bonprix Handelsgesellschaft mbH
Company typeGmbH
Industrymultichannel fashion sale
Founded1986; 39 years ago (1986)
HeadquartersHamburg, Germany
Key people
Torben Hansen (managing director),
Kai Heck,
Carolin Klar,
Matthias Wlaka,
Marcus Ackermann (Chairman)[1]
Revenue€1.52 billion (2023/24)[2]
OwnerOtto Group
Number of employees
2500 (2024)[3]
Websiteen.bonprix.de

Bonprix Handelsgesellschaft mbH (stylised: bonprix Handelsgesellschaft mbH) is a German fashion company, headquartered in Hamburg. It is a subsidiary of Otto Group and is active in over 25 predominantly European markets.[4]

As a multichannel provider, the company operates online and mobile shops as well as a mail order catalogue.[5] In Germany, Bonprix is one of the largest online shops and ranked 4th in the 2023 EHI Retail Institute ranking of the highest-grossing online shops in the main product segment of fashion.[6]

History

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Company history

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Bonprix Handelsgesellschaft mbH was founded in 1986 as a subsidiary of Otto Group. In 1989, the company reached a revenue of DM1 million for the first time.[7]

Since the 1990s, Bonprix has been expanding into various countries.[8] In 2009, the American swimwear manufacturer Venus Swimwear was acquired and expanded in the following years.[9] In 2010, the company achieved sales of over €1 billion for the first time.[10]

Development of the business model

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Bonprix headquarters in Hamburg

The first Bonprix mail order catalogue was released in 1986, featuring 32 pages; by 2015, the catalogues had expanded to over 200 pages.[7]

The company's German webshop went online in 1997. By 2020, online shops had been launched in eight other countries.[8] In 2011, Bonprix launched the first German webshop for mobile devices, followed by international mobile shops. In 2016, the Bonprix app was introduced.[11]

Bonprix opened a first retail store in 1999 in Hamburg. Further stores followed in Germany and other countries. Since 2016, the company has been restructuring its retail network;[12] by 2020, most retail stores had closed. In 2019, the "Fashion Connect Store" opened in Hamburg, a pilot project for a digitally assisted shopping experience.[13][14] This last store was closed in 2023, meaning that Bonprix no longer has a location-based retail business.[15]

Business operations

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Corporate structure

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The Bonprix Group consists of seven companies, all of which are part of the Otto Group. In the fiscal year 2023/2024, the Bonprix Group generated a revenue of €1.52 billion[2] and is thus one of the highest-grossing companies in the Otto Group.[16] Overall, Bonprix sells its products in over 25 countries[4] and employs around 2500 people.[3] In 2019, more than 54% of the revenue was generated abroad.[5] As of 2023, online sales account for around 90% of sales.[17]

Products

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Bonprix's product range includes clothing, shoes, and accessories for women, men, and children, as well as home textiles, furniture, and decorative items. The collections are designed in-house and produced on a contract manufacturing basis. Bonprix primarily sells its own brands, except for shoes, where third-party brands are also offered.[18] The company operates a logistics centre in Hamburg, which is one of the largest of its kind in Europe.[7]

Distribution channels

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Bonprix follows a multichannel strategy.[19] The company primarily sells its products through online and mobile shops, as well as catalogues. E-commerce has become the company's most important distribution channel; in the 2020/21 fiscal year, around 88% of sales were generated through online and mobile shops.[4] Bonprix's logistics partner since 1996 has been the Otto subsidiary Hermes Fulfilment.[20]

Sustainability

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Since 2017, the company has been increasingly using sustainable materials and climate-friendly transport.[21][22] Sustainably sourced fibres made up about half of the textile materials used in 2021.[23] This share is planned to be increased to 100% by 2030 as part of the company's corporate responsibility strategy. By the end of 2031, all main materials are to be made from organic wool and fibres.[24]

Awards

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  • 1st place in the "Best Brand Shop" category at the Internet World Business Shop Awards 2019.[25]
  • 1st place in the "Fashion and Accessories" category at the German Online Retail Awards 2019.[26]

References

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  1. ^ Ulrike Wollenschläger (2023-12-18). "Bonprix bekommt einen neuen Chef". Textilwirtschaft (in German). Retrieved 2025-02-23.
  2. ^ a b Jelena Faber (2024-03-27). "Bonprix verliert Umsatz, neu aufgestellte Geschäftsführung". Textilwirtschaft (in German). Retrieved 2025-02-23.
  3. ^ a b "Fashion Brand bonprix erzielt Umsatz von 1,52 Milliarden Euro im Geschäftsjahr 2023/24 – Neu aufgestellte Geschäftsführung ab April". Bonprix (in German). 2024-03-27. Retrieved 2025-02-23.
  4. ^ a b c "Konzernabschluss zum Geschäftsjahr vom 01.03.2020 bis zum 28.02.2021". North Data (in German). 2021-02-28. Retrieved 2025-02-23.
  5. ^ a b Heinemann, Gerrit (2019). Der neue Online-Handel: Geschäftsmodelle, Geschäftssysteme und Benchmarks im E-Commerce. 10 Auflage (in German). Springer Fachmedien Wiesbaden. p. 347. ISBN 978-3-658-23685-4.
  6. ^ Bert Rösch (2023-10-11). "Rangliste des EHI Retail Institutes: Das sind die 25 umsatzstärksten Online-Modehändler". Textilwirtschaft (in German). Retrieved 2025-02-23.
  7. ^ a b c Stephan Maaß (2011-05-24). "Otto-Tochter Bonprix – die Billig-Macht im Modegeschäft". Die Welt. Retrieved 2018-10-19.
  8. ^ a b "Bonprix steigert Umsatz im Geschäftsjahr 2020/21 auf 1,76 Milliarden Euro". Fashion Network (in German). 2021-04-20. Retrieved 2025-02-23.
  9. ^ Jochen Krisch (2009-07-12). "Shopbörse: Otto übernimmt Venus Swimwear in den USA". Exciting Commerce (in German). Retrieved 2025-02-23.
  10. ^ Fabeau (2011-02-23). "Neuer Chef bei Bonprix". Fashion Network (in German). Retrieved 2025-02-23.
  11. ^ Christian Müßgens (2016-03-16). "Konkurrenz aus dem Netz: Versender Bonprix attackiert C&A und H&M". Frankfurter Allgemeine Zeitung. Retrieved 2025-02-23.
  12. ^ Randler, Stephan (2016-05-30). "Mode-Handel: Bonprix mit neuer Strategie für das Filialgeschäft". neuhandeln.de (in German). Retrieved 2025-02-23.
  13. ^ Christoph Kapalschinski (2019-02-12). "Modekette Bonprix: Otto baut digitalen Laden im Amazon-Stil". Handelsblatt (in German). Retrieved 2025-02-23.
  14. ^ "Bonprix wird sogar in der Fußgängerzone digital". Frankfurter Allgemeine Zeitung (in German). 2019-02-12. p. 18.
  15. ^ Hanna-Lotte Mikuteit (2022-10-26). "Bonprix Mönckebergstraße schließt – Aus für Hamburger Hoffnungsträger". Hamburger Abendblatt (in German). Retrieved 2025-02-23.
  16. ^ "Otto-Modetochter Bonprix hat von 2017 an vier Chefs". Hamburger Abendblatt (in German). 2016-06-15. Retrieved 2025-02-23.
  17. ^ Lena Herrmann (2023-03-09). "Weg vom Preis: Wofür das neue Bonprix-Logo steht". Werben & Verkaufen (in German). Retrieved 2025-02-23.
  18. ^ Bert Rösch (2021-11-30). "Exklusive Rangliste von You Gov für die TW: Das sind die begehrtesten Modeanbieter Deutschlands". Textil Wirtschaft (in German). Retrieved 2025-02-23.
  19. ^ "Otto stellt Limango ins Schaufenster". Börsen-Zeitung (in German). 2019-05-07. p. 11.
  20. ^ Claudius Semmann. "Hermes Fulfilment: Voller Fokus auf die Otto Group". DVZ (in German). Retrieved 2025-02-23.
  21. ^ Rüdiger Oberschür (2017-09-12). "Bonprix stellt neue Strategie zur Nachhaltigkeit vor". Fashion Network (in German). Retrieved 2025-02-23.
  22. ^ Hanna-Lotte Mikuteit and Oliver Schade (2019-04-14). "Why discount retailer Bonprix is betting on eco-fashion". Hamburger Abendblatt (in German). Retrieved 2025-02-23.
  23. ^ Zha, Weixin (2021-05-12). "How does Bonprix plan to become fully transparent and climate-neutral by 2030?". FashionUnited (in German). Retrieved 2025-02-23.
  24. ^ Kirsten Reinhold (2025-01-30). "New CR strategy for the Otto Group subsidiary: Bonprix sets new sustainability goals for 2030". Textilwirtschaft (in German). Retrieved 2025-02-23.
  25. ^ Lommer, Ingrid; Zimmer, Daniela; Lommer, Ingrid; Zimmer, Daniela (2019-03-12). "Picnic ist "Händler des Jahres 2019"". Internet World Business (in German). Retrieved 2025-02-23.
  26. ^ "Deutscher Onlinehandel Award: Diese Onlinehändler schlagen auch Amazon". Handelsblatt (in German). 2019-04-04. Retrieved 2025-02-23.
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