Home / Knowledge / News / Apparel/Garments / Otto Group leads OTTO, Baur & Schwab into future
Otto Group leads OTTO, Baur & Schwab into future
Sep '12
From a position of strength the Otto Group is investing in the further development of the OTTO, Baur and Schwab brands with its future-orientated Project FOKUS. The current status of the project shows clearly what shape the future brand profiles, investments and organisational structures will take.

As announced back in spring this year, the Otto Group intends to set the course for the future direction of the OTTO, Baur and Schwab brands with Project FOKUS. To assist with this, a dedicated Management Board has been appointed solely for the single company OTTO. The aim is to position the brands more aggressively in an increasingly important online market.

The centre of interest lies on the OTTO brand. With a turnover of 2.1 billion euros and an online turnover share of around 75 per cent, OTTO is currently the leading online retailer for fashion and lifestyle in Germany. “In the medium term we will set OTTO on a clear course for growth. The brand’s strength, the generalist business model and its size provide the best basis for this”, emphasises Alexander Birken, Member of the Executive Board, Multichannel Distance Selling Otto Group and responsible for FOKUS.
In terms of brand profiling, a clear emphasis will be placed once again on current fashions for the modern woman. At the same time, OTTO will continue to invest significantly in even more attractive assortments and will offer all the appropriate brands and own-brand products. As an inspiring platform with fashion and lifestyle offerings with a personal and feminine brand DNA, otto.de will put up an even greater challenge to the competition than before. In the coming season, online and offline marketing will also help raise the company’s profile further.
As specialised online retailers, over recent years Baur and Schwab have already carved out a path with clearly defined target groups and will continue to keep to this rigorously. With its key assortment segments of fashion, footwear and home-furnishing, Baur is focusing successfully on customers with rather more conservative values. Schwab’s assortment is also clearly tailored to its target group. With its Sheego brand, the management has established an extremely successful concept for plus sizes that is being further developed to a high level.

Must ReadView All

Courtesy: Li & Fung

Textiles | On 29th Mar 2017

Li & Fung introduces new 3-year plan 2017-2019

Li & Fung Limited has outlined its next Three-Year Plan (2017-2019)...

Courtesy: Carrington

Apparel/Garments | On 29th Mar 2017

Carrington Workwear signs JV with TMG Textiles

Carrington Workwear, one of the largest producers of workwear fabrics ...

Apparel/Garments | On 29th Mar 2017

Jabong launches Aeropostale on its platform

Jabong has added leading American high-street fashionwear brand,...

Interviews View All

Vidhyaa Shankar. S
A Ganapathi Chettiar

'The usage of knits is getting into the boundaries of woven fabrics'

Manuj Terapanthi

Transparent supply chain and fair trade will boost sustainable market

Stefan Warnaar
Peak to Plateau

People are willing to pay for quality and performance

Iago Castro Asensio
RCfil Distribuciones S.L.

Iago Castro Asensio, International Business Manager of RCfil...

Urs Stalder
Sanitized AG

Urs Stalder, CEO, Sanitized AG, talks about the increasing use of hygiene...

Kevin Nelson

Kevin Nelson, Chief Scientific Officer, TissueGen discusses the growing...

Rupa Sood and Sharan Apparao

Nayaab, an exhibition meant to celebrate Indian weaves, is in its second...

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Wendell Rodricks
Wendell Rodricks

"We should not compare India and the West. There are things we do that...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies

March 2017

March 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.


Browse Our Archives


Subscribe today and get the latest News update in your mail box.
Advanced Search