Otto’s bonprix subsidiary opened an online shop in Norway in July bringing the number of countries in which the fashion brand operates to 30, a press release said Thursday (July 27, 201). “The addition of Norway means we are now entering another attractive market in north Europe. We expect to be commercially successful there soon,” said Dr. Richard Gottwald, a member of management with responsibility for bonprix’s foreign sales.
Investments in online marketing and social media
Women in Scandinavia are keen online shoppers, like fashion and their high spending power makes for an attractive market. The bonprix brand has been available in Sweden since 2009 and offers an extensive range of fashion for every occasion in different styles and sizes similar to the latest Norwegian branch. Customers in 14 countries can also use the bonprix app, which has counted around 2.3 million downloads so far, the company said. Investments in online marketing and social media activities will be undertaken to coincide with entering the Norwegian market.
Focus on internationalisation
In 2009, bonprix also gained a footing on the U.S. market with its fashion and swimwear brand “Venus” and bonprix has been available in Brazil since 2012. The company expanded to France, Poland and Italy in the 1990s. Commenting on the internationalisation strategy, Dr. Richard Gottwald, said: “We are multiplying our business model efficiently and are relying on a balanced range for each country. We are exhausting large, high-turnover markets and are also investing in smaller marketing activities with great potential for growth.”
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