The growth trend of the Hamburg clothing provider Lascana was stopped for the time being last year. On Thursday, the company, which is part of the trading and services group Otto Group, announced that it achieved sales of 541 million euros in the 2025/26 financial year. This corresponded to a decrease of two percent compared to the previous year. Lascana had previously achieved steady growth for several years.
According to the company, the reason for the decline was a 32 percent drop in sales in the USA. The significant losses were primarily due to “the customs policy of the US government” and “the cessation of business operations by the Group company Venus, which is part of the Bonprix Group”. In Germany, however, Lascana was able to achieve an increase in sales of one percent.
Jens Fehnders, the founder and managing director of Lascana, commented on the current figures. “Of course we would have liked to have achieved an increase in global sales again in the past financial year, but the incalculable developments in the USA market were beyond our control,” he explained. “We are very pleased that we were able to slightly exceed the record sales of the previous year in the extremely difficult German market.”
After a slump in sales: Lascana is restructuring its US business
The company responded to the problems in the USA with the decision to “completely reorganize” its approach there. After the “loss of the wholesale business (Venus)”, the business model has now been further developed “from a pure B2C business to a hybrid multi-channel business through the scaling of the newly launched marketplace business”. Lascana observed the first successes of the realignment in the first quarter of the current year, in which US sales increased by 40 percent.
In view of this positive development, Fehnders is confident about the current financial year. “We know that the key months for our very summer-oriented ranges are always June and July and that is when demand for swimwear and beachwear increases sharply and reaches its peak,” he explained. “If the weather cooperates, we are convinced that, also supported by the realigned USA business, we can achieve good sales development and perhaps even a new sales record, especially since April and May have already achieved strong growth.”