Specialist retailers for sub-assortments

In OTTO’s specialist online shops schlafwelt.de, cnouch.de, ekinova.de, naturloft.de and privileg.de, selected assortments become an individual shopping experience.

OTTO pursues a multi-brand strategy and intends to grow further with its specialist online shops. With its innovative concepts the company is targeting new customer groups and people especially interested in specific product groups and topics.

This approach creates additional sales channels for strong assortments. As independent as satellites, flexible in the way they present the product offering – yet still a part of the OTTO brand. For customers this means that they can rely on OTTO’s proven order-handling and service quality, as well as the highest security when shopping online.



Relax, dream, read or cuddle – the schlafwelt.de 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.


When it comes to furniture, besides inspiration and ideas for designing their living-room customers also appreciate a particularly high level of advice: what measurements and functions does a particular article have? What are the care guidelines − and how will it be delivered? At cnouch.de OTTO offers users site-navigation structures and content optimally designed for the sofa sub-assortment.


Since the middle of September 2014, customers have been able to buy everything that belongs in the kitchen and is fitted with a plug at ekinova.de too. At the launch, besides cookers and ovens, fridges and freezers, dishwashers, washing machines and driers, the core assortment also comprises small kitchen appliances as well as cleaning equipment. The whole assortment totals around 3,500 products from 80 brands.


Naturloft.de is the specialist for solid-wood furniture in the country house style. The online shop offers a highly varied assortment, ranging from upholstered furniture through bedroom suites to dining-room furniture, wall units and wardrobes. The goal is to inspire customers for a cosy interior in the country-house style.


Since 1 March, OTTO customers have been able to buy everything that makes home living a pleasure – at the new specialist online shop yourhome.de. With an assortment ranging all the way from furniture and lamps, through home appliances, to home textiles and accessories, yourhome.de offers a very extensive range of home-furnishing ideas!


neckermann.de is one of our OTTO specialist online shops and inspires our customers with a highly varied assortment and over 200,000 articles. The richly diverse product range includes high-quality modern furniture, the latest multimedia devices and on-trend fashion, sport and leisure articles.

Fashion & Lifestyle

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