Otto Group in Retailing

Company Profile

About This Report

Mar 2012

The Otto Group global company profile looks at Europe's second largest non-store retailer. Founded in 1949, Otto has evolved from a handmade catalogue company to one of Europe's largest multi-channel retailers. The profile analyses the performance of Otto during 2011 both in its domestic market, Germany, and in international markets. The profile also examines product and geographic expansion opportunities within non-store channels that the Group could undertake in the short to medium term.

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Otto Group in Retailing

Euromonitor International's report on Otto Group delivers a detailed strategic analysis of the company's business, examining its performance in the Non-Store Retailing market and the global economy.

Company and market share data provide a detailed look at the financial position of Otto Group, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Otto Group.

This report examines:
  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWOT analysis of Otto Group provides strategic intelligence on:
  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research You Can Trust:

Euromonitor International's company profile reports are written by our Non-Store Retailing research team, a dedicated group of analysts that knows the industry inside and out.

Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

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Scope of the Report




Strategic Evaluation

Key company facts
SWOT: Otto Group
Key strategic objectives and challenges

Competitive Positioning

Saturation in Europe and homeshopping holds Otto Group back
Otto drops down the list as rivals’ sales growth outstrips it

Global Retail Strategy

Otto Group’s historical sales breakdown by channel
Otto’s wider corporate strategy in 2011
The importance of the domestic market to Otto Group’s sales
The importance of international markets for Otto’s retail revenue
Otto: Limited store presence, ever-expanding internet presence
Review of Otto Group’s store-based retail operations in 2011
Review of Otto Group’s homeshopping operations
Time-poor consumers appreciate distance selling channels
Highest per capita homeshopping markets in 2011 and 2016
Review of Otto Group’s internet retailing revenues

Product Strategy

Does Otto Group have too many apparel retail brands ?
Otto well placed to benefit from increased distance sales
Bigger drive needed to expand non-apparel retail brands
Appliances to join electronics as major distance sales category


Locations of headquarters show extent of decentralisation at Otto
Otto benefits from its advanced logistics arm, Hermes

Opportunities and Recommendations

Key recommendations