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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.

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