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OTTO expands leading position in home furnishing with

OTTO is investing in the continued rapid growth of its Home Living segment with a numerous strategic measures. With, the leading German online home-furnishing retailer is launching a special new online shop to offer everything to do with home living and home comfort. The assortment ranges from furniture, through home textiles, lamps and household appliances, to home accessories and inspiring home-living environments.

After a soft-launch phase lasting several weeks, the new website celebrates its official opening on 1 March. It focuses on everything customers need to feel good within their own four walls – from a comfy corner sofa for the living room and children's armchairs, to just the right coat rack for the hallway. Of course the range also includes home textiles, household appliances accessories, decorations and lights. A sense of inspiration will run through the entire website and will be reflected above all in the ‘Living Ideas’ category.

“For many people, the topic of homemaking has become a kind of mission in life, one that is constantly motivating and thrives on new ideas. This is why we want to give a really inspiring character. Beyond that, online shopping should not only be secure and convenient – above all it should also be fun. In the process, helpful guidance is very important, providing services that are relevant for our customers, and we intend to make this a focus for the future at", explains Katharina Koch, Head of Department Strategy and Set-Up Management, Specialist Online Shops. This includes a simple returns procedure, even without the original packaging, or free deliveries of textile samples to enable customers to assess the material before ordering.

Germany's market leader in online furniture retail generated sales of around 700 million euros in the Home Living segment in 2015, and of course also aims to occupy this outstanding position in the years to come. With its specialist online shops OTTO is taking the opportunity to offer assortments that sell well, along with all the familiar services and guidance, in its own online shops and make it even easier for customers to buy on the Internet.

“Our ‘OTTO Lifestyle Study 2015’ showed that while specialist online retailers were the more likely choice for customers buying furniture, they were closely followed by digital mail-order generalists. We are delighted to be able to offer our customers both options in the Home Living segment, with our specialist shop and over 200,000 home living articles on", comments Dr Michael Heller, Member of the OTTO Management Board, Categories and Vice Spokesman OTTO.

“I can say that the combination of being both a generalist and a specialist online supplier is a very successful one for us and you can be sure that we will continue to develop this strategy.”

Along with the specialist online shops that already exist such as or, is now the eighth specialist online shop in the company. The plan is to continue to develop the online shop over the next two years and will include setting up an outdoor category, where outdoor lounge furniture will also be offered. However, 35,000 styles can already be accessed now, which corresponds to around 102,000 articles for customers to choose from. “It is our goal to continue to develop the online shop together with our customers. We want to take them with us on our journey and respond to their wishes and suggestions concerning our assortment and user experience”, says Koch.

Among the special features for the launch, customers can look forward to a complimentary €50 opening voucher and free goods delivery.

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