Anything But Boring

Fashions, lifestyles and technology are constantly changing. From the shade of blue in jeans to the design of sofas and the sound of music systems - people love to reinvent themselves.

Anyone offering fashion and lifestyle must avoid one thing: boredom. Customers like to be surprised and inspired, and excited. OTTO knows this and uses its decades of experience in purchasing, procurement and sales to offer fast-changing, cutting-edge product ranges. For decades now we've  relied on an own-brand strategy and with 24 core own brands we are optimally positioned in the Fashion and Hard Goods assortment segments.

Fashion and Lifestyle

In order to best meet the tastes of the customers our product managers travel the world’s fashion and lifestyle hubs.

They check out the hot spots of New York, London, Berlin, Copenhagen, Milan, Paris and Barcelona to see what people are wearing and how they are combining clothes and styles. Our technology experts keep an eagle eye on what tech-savvy city dwellers are up to: Which brands of mobile phone, home cinema and the like are currently all the rage. Trendy bars, cafes and shops also provide inspiration for lounge furniture and decorative items, wall coverings and designs, lighting and colours.

In collaboration with agencies, we also systematically evaluate trade shows, fashion shows, magazines, films and TV shows, music, art and celebrity appearances for new fashion, lifestyle and technology trends. Our product managers use this knowledge to put together future collections and product lines. In this way OTTO ensures that customers get a fashion range that is bang up to date.


The presentation of product lines is just as important as getting the right mix. As a multichannel retailer OTTO provides customers with two sales channels: the web shop as a digital platform and its two main and approx. 60 specialty catalogues.

Whether in men's, women's or children's fashions, home appliances, multimedia equipment, furnishings, DIY or games – alongside traditional trusted brands OTTO also offers designer brands for a touch of extravagance. "And of course there is no lack of top-notch brands for technology lovers, like Apple, Bose and Delonghi. Our customers can click their way through inspiring, diverse worlds of entertainment and lifestyle," says Jörg Daschner, Director of Procurement, Household Appliances at OTTO.

OTTO customers who select products based on their sustainability as well appearance and functionality will find an appropriate range on our landingpage Initiative Zukunft. Five green ECO SealsEngagement, Bio, Recycling, Energy and Vital – are used to label all the items in the OTTO range that have added sustainability value.



By women for women - LASCANA was developed according to this concept in 2006. As the first German multi-channel specialist retailer of lingerie and swimwear, LASCANA allows women (and men) to either buy the range in stores or order it from the catalogue or the web shop: lingerie, underwear, home-wear, swimwear and a fragrance line.


Relax, dream, read or cuddle – the web shop offers a comprehensive range of products for a good night’s sleep. From inexpensive deals for one’s first home or exclusive bedroom furnishings for upmarket requirements.

OTTO customers can shop conveniently at for cosy furnishings in the sofa and couch furniture group, with matching home textiles and interior accessories. Following the successful example set by, at OTTO presents an intentionally exclusive sub-assortment supported by specially tailored customer service and advice.
One-Stop Shopping

One-Stop Shopping

Everywhere Commerce

Everywhere Commerce

Two for Fashion

Two for Fashion


Fashion & Lifestyle