bonprix is celebrating its 40th anniversary this spring and is launching a major three-month marketing offensive to mark the brand’s milestone birthday. This is the company’s most important integrated, cross-channel communications campaign of the year. Under the motto “Celebrating 40 in Style”, the focus is on women over 40: women who know who they are and what suits them. In this way, bonprix consciously closes ranks with its target group. It starts on April 16th with a TV spot for the German market as well as digital online formats that will be played out in all European core markets, followed by a large-scale outdoor advertising campaign at Hamburg Central Station from the beginning of May. There will be additional cross-media measures as well as a short film with German celebrities and an event format for influencers and media.
“Our anniversary is much more than an occasion to celebrate,” says Dr. Nicolai Johannsen, Chief Marketing Officer at bonprix. “Above all, it is an opportunity to show our customers what importance they have for us. That’s why we focus on their attitude to life and self-image and present women in strong looks with clear messages.” Statements like “Over 40. The Ü stands for outstanding.”, “Arrived. And damn well dressed.” or “Nothing fits better than experience.” underline the brand positioning of bonprix and meet the target group at eye level: attentive, appreciative and with a charming wink. The motifs are always accompanied by an expressive product presentation: the central category of clothes shapes the image of the campaign – in keeping with the season.
On all channels: 360-degree campaign with recognition value
The campaign approach was developed together with the creative agency Wynken Blynken & Nod to bring the bonprix brand to life across channels during the birthday months. The focus is on media measures on German TV, online and in social media as well as in the out-of-home (OOH) area – with the eye-catching placement of the birthday motifs from the beginning of May at Hamburg Central Station as a highlight. Out-of-home spring visuals with clothes are also being shown across Germany. There is a specially created landing page that provides content for the anniversary throughout the entire period. At the same time, targeted sales impulses such as discount campaigns and a competition ensure additional activation and underline the attractive price of bonprix products.
Throughout the entire campaign period, the anniversary will be accompanied by print measures that are aimed particularly at existing customers with attractive offers. Further highlights are a limited T-shirt collection and shipping boxes branded throughout Europe. This extends the campaign experience to the front door and creates further moments of surprise.
The signet “Celebrating 40 in Style” runs throughout the marketing measures and is present on all of the brand’s own channels, such as the web shop, the app, on social media and in the catalog. “With the motto ‘Celebrating 40 in Style’, we are consciously setting an example that reflects the attitude of our target group: women over 40 who go their own way with self-confidence and authenticity. At the same time, we combine our fashion expertise and make it clear that fashion at bonprix is not just a product, but an expression of joie de vivre and individuality. The signet is the recognizable element and creates a uniform appearance that focuses on our anniversary celebration and positioning as a fashion partner for women,” explains Daniel Krauß, Senior Brand Marketing Strategist and Campaign Lead at bonprix.
Communication highlights: Film and event in June
In June, the birthday activation will result in a short film with German celebrities and an event for influencers, media and customers in Hamburg. Both formats approach the campaign from new perspectives, carry it forward emotionally and provide additional, surprising impulses. They were developed together with the Kemmler Kemmler agency, which is responsible for cultural marketing at bonprix.
40 years of bonprix: growth and further development
Founded in Hamburg in May 1986, bonprix has developed over the decades from a mail order company into an internationally successful fashion brand. Today the Otto Group company reaches millions of people in 16 European countries. “On the occasion of our birthday, we are primarily looking forward,” says Nicolai Johannsen. “We want to develop the brand consistently and with the same passion as in the past 40 years and stay close to the realities of our customers’ lives in the future. Because we develop fashion for them that accompanies their everyday life and enables them to live their own style confidently.”
About bonprix
With online shops in 16 European countries and additional B2B business in several markets, bonprix offers its predominantly female target group fashion at an excellent price-performance ratio. Founded in 1986, the e-commerce company now reaches around 10 million active customers every year. With sales of 1.1 billion euros in Europe in the 2025/26 financial year (March 1, 2025 to February 28, 2026), bonprix is one of the Otto Group’s brand concepts with the highest sales. More than 1,400 people are employed at the Hamburg headquarters and at other locations in Poland, Italy and France.
The extensive range includes womenswear and accessories, complementary ranges for men and children as well as selected home and living products. bonprix stands for self-produced fashion in a wide range of sizes and styles and for an ambitious commitment to sustainability.