Bonprix

Bonprix Handelsgesellschaft mbH
TypeGmbH
IndustryMultichannel fashion sale
Founded1986; 40 years ago (1986)
HeadquartersHamburg, Germany
Key peopleTorben Hansen (managing director),
Kai Heck,
Carolin Klar,
Matthias Wlaka,
Marcus Ackermann (Chairman)
Revenue€1.52 billion (2023/24)
OwnerOtto Group
Number of employees
2500 (2024)
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.

As a multichannel provider, the company operates online and mobile shops as well as a mail order catalogue. 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.

History

Company history

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.

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

Development of the business model

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.

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

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; 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. This last store was closed in 2023, meaning that Bonprix no longer has a location-based retail business.

Business operations

Corporate structure

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 and is thus one of the highest-grossing companies in the Otto Group. Overall, Bonprix sells its products in over 25 countries and employs around 2500 people. In 2019, more than 54% of the revenue was generated abroad. As of 2023, online sales account for around 90% of sales.

Products

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. The company operates a logistics centre in Hamburg, which is one of the largest of its kind in Europe.

Distribution channels

Bonprix follows a multichannel strategy. 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. Bonprix's logistics partner since 1996 has been the Otto subsidiary Hermes Fulfilment.

Sustainability

Since 2017, the company has been increasingly using sustainable materials and climate-friendly transport. Sustainably sourced fibres made up about half of the textile materials used in 2021. 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.

Awards

References

  1. ↑ Ulrike Wollenschläger (2023-12-18). "Bonprix bekommt einen neuen Chef". Textilwirtschaft (in German). Retrieved 2025-02-23.
  2. 1 2 Jelena Faber (2024-03-27). "Bonprix verliert Umsatz, neu aufgestellte Geschäftsführung". Textilwirtschaft (in German). Retrieved 2025-02-23.
  3. 1 2 "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. 1 2 3 "Konzernabschluss zum Geschäftsjahr vom 01.03.2020 bis zum 28.02.2021". North Data (in German). 2021-02-28. Retrieved 2025-02-23.
  5. 1 2 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. 1 2 3 Stephan Maaß (2011-05-24). "Otto-Tochter Bonprix – die Billig-Macht im Modegeschäft". Die Welt. Retrieved 2018-10-19.
  8. 1 2 "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.