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Bonprix, headquartered in Hamburg, Germany, was founded in 1986 and began its journey as part of the Otto Group as a mail-order catalog specializing in inexpensive women’s clothing. The company grew rapidly in the 1990s, with its catalogs and retail operations expanding into European territories such as France, Italy, and Spain.

In 1998, Bonprix opened its first online store, offering German customers the opportunity to browse the catalog digitally. Over the following decade, the company began to capitalize on the power of digital technology, expanding across Europe and creating its own fast fashion brands, such as Ria Menorca and Lascana.

2011 marked another transformation for Bonprix with the opening of its first retail outlet in Hamburg, complementing its thriving catalog and e-commerce segments. International horizons expanded in 2010, with Bonprix launching specialized platforms for markets such as China, Russia, and the United States.

A notable recent trend has been Bonprix’s shift to omnichannel retailing, including physical stores, mobile apps, and active engagement with social commerce platforms. Moving forward to 2023, Bonprix will be the dominant player in the German fashion retail market, known for its diverse offerings – from apparel and lingerie to accessories – at competitive prices. An integral part of Bonprix’s metamorphosis into a holistic fashion brand was the introduction of online shopping in 1998 and the opening of physical retail space in 2011.