Bonprix comes to About You. The clothing supplier, which is part of the Hamburg trading and services group Otto Group, will in future also offer selected products via the Hamburg online retailer’s marketplace, the company announced on Wednesday. After entering the platform business via Otto at the end of last year, this is the first connection to a large external fashion marketplace.
At the start, the offering on About You includes around 200 items from various product categories. The range is to be expanded gradually. In the long term, bonprix aims to make a large part of its core range available via the platform. With this step, the company is supplementing its business model, which was previously heavily focused on direct-to-consumer. The aim is to increase the brand reach, address new customer groups and open up additional sales channels outside of the company’s own online shops and apps.
“Marketplace sales are an important part of our growth strategy. After the positive experiences with Otto, we now want to gain insights from the collaboration with About You and control further development based on data,” explained Nicolai Johannsen, Managing Director Marketing at Bonprix.
Technically, the connection takes place via the Tradebyte platform, which enables the exchange of product and price data between the partners. About You takes care of both sales and logistics for the products offered.
New Head of Partner Commerce
In parallel with the marketplace offensive, Bonprix has adjusted its organizational structure. The “Beyond D2C” project, which was previously managed as a program, was integrated into the line organization. In this context, the new “Partner Commerce” unit was created, which will in future bundle all marketplace and business-to-business activities. Kristina Kolle takes over the management as Head of Partner Commerce.
The new department is intended to coordinate collaboration with platform partners and drive further expansion into alternative sales channels. According to the company, additional marketplace collaborations are already being examined.