Bonprix Logo

Incorporated in 1986, Bonprix, headquartered in Hamburg, Germany, began its journey within the Otto Group as a mail-order catalog emphasizing budget-friendly women’s apparel. The 1990s witnessed a dynamic growth phase for the company, with its catalog and retail wings spreading across European territories such as France, Italy, and Spain.

Pivoting to embracing the digital age, Bonprix launched its maiden online store in 1998, offering German customers the ease of browsing their catalog digitally. The subsequent decade saw the company capitalizing on the digital realm, expanding its online outreach throughout Europe and introducing fast-fashion proprietary labels, including names like Ria Menorca and Lascana.

2011 marked another transformative chapter for Bonprix, inauguring its first brick-and-mortar outlet in Hamburg, supplementing its flourishing catalog and e-commerce segments. Their international horizons widened further in the 2010s, with Bonprix launching dedicated platforms catering to markets such as China, Russia, and the USA.

A notable trend in Bonprix’s recent trajectory has been its shift towards omnichannel retail, encompassing physical stores, mobile applications, and active engagement with social commerce platforms. Fast-forward to 2023, and Bonprix has established itself as a dominant fashion retail player in Germany, renowned for its diverse offerings that range from apparel and lingerie to accessories, all tagged at competitive price points. Integral to Bonprix’s metamorphosis into a holistic fashion brand were its forays into online shopping in 1998 and the introduction of physical retail spaces in 2011.