Catalogue sales, e-commerce and over-the-counter retail make up the three pillars of OTTO’s multichannel retailing. At the beginning of 2008, OTTO launched ‘Mission Farbe’ (Colour Mission) a new consolidated campaign that spans several seasons for the first time. In addition, the online shop was given a facelift at the beginning of October 2007 and was once again voted Germany’s favourite website by Internet users.

In August 2007, OTTO released ‘Mea’, a catalogue that targets the modern ager generation of women. Another highlight of the year saw ‘Brandneu’ (Brand New), the company’s concept for premium brands, acclaimed ‘Catalogue of the Year 2007’ in October. This marks the second year in succession that an OTTO special catalogue has been awarded this much-coveted prize conferred by the German distance-selling industry.

Beyond commercial activity in Germany OTTO maintains subsidiaries in the Netherlands, Austria, Russia and Hungary. The Netherlands, in addition, serve the Belgian market as well as Hungary the Czech and the Slovene markets. Sales representatives are responsible for serving customers in a number of other countries.