Focused growth

The business environment in retail is changing rapidly due to digitalization. Strengthening profitable business models is therefore essential for the company's success. With this strategy, the Otto Group wants to set clear standards and grow significantly as a globally active retail and services group.

The Otto Group invests specifically in market-relevant business models and those Group companies that are expected to perform particularly well and achieve high growth. This focused growth strategy follows the vision that the shareholders Prof. Dr. Michael Otto and Benjamin Otto have developed for the Group together with the Executive Board: "Responsible commerce that inspires".

Business areas in which we invest


The development of our platforms is driven by high growth investment at OTTO and About You. Through their reach, both contribute to the Shareholders’ Vision as fair and responsible trading platforms and inspirational hubs for customers and partners.

Brand concepts

The importance of the profitable brand business, for example with our established brands such as Bonprix, Witt and Crate & Barrel, is being strengthened by high investments in international expansion and the targeted development or acquisition of new concepts.


The individual positioning of retailers ensures competitiveness while strengthening the ecosystem around our platforms or increasing the Group’s reach.


Flexible and customer-centric services via the Hermes Group enable us to achieve high profitability with distinctive competitive products and to strengthen the market position of our platforms, retailers and brands.

Financial services

With our financial services, primarily the EOS Group, we want to continue to grow profitably and positively differentiate ourselves from the competition through professionalism and a fair and responsible offering.

The Otto Group Path

The Otto Group Path shows with what ambition, which values and in which ways we want to bring the vision of the shareholders to life. The Otto Group's mission statement "Together we push the limits", developed by employees, supports the Path as a foundation. Our Kulturwandel 4.0 (cultural change) is anchored as an integral part of our attitude here. It describes an open and transparent process that we started in 2015 in order to ensure the long-term success of the Otto Group. It enables us to transform and change across all units and business models of the Otto Group.

On this path, we are aligning ourselves with the future of sustainable trade while keeping an eye on financial stability. In doing so, we focus on ambitious targets with a view to our performance:


At the same time, we have also sharpened up our value orientation and developed a Code of Ethics together with all our colleagues. Our high sustainability standards are set out in our new Corporate Responsibility strategy. With this strategy, we are responding to the steadily growing demands on corporate responsibility, among other things as a result of globalization, society's growing awareness of sustainability, and an increasing need for action on issues such as climate change, biodiversity, human rights, and digitalization.

With the new Otto Group Path, we are laying an excellent foundation for our future, for all our business models and for all companies in the Otto Group. It underpins our ambition to consistent, sustainable and value-orientated economic activity and the vision of responsible consumption.