bonprix expands partner business: the brand’s fashion complements the product range on deichmann.de

By partnering with the German online shop of DEICHMANN, bonprix is tapping into an additional digital sales channel outside the Otto Group while simultaneously expanding the fashion range available to DEICHMANN customers. Selected women’s items from the fashion brand have been available on deichmann.de since 6 May 2026. Following a successful launch featuring a selection of basics and bestsellers, a traditional-style capsule collection for men and women, along with additional women’s styles, is now also available.

The partnership with DEICHMANN is another component of bonprix’s strategy to complement its own European online shops and apps with third-party touchpoints. Through this initiative, the fashion brand aims to increase its visibility, reach new potential customers, and establish its partner business as an additional pillar of its business model.

Shared target audience and complementary product ranges

“In DEICHMANN, we have gained a strategic partner that aligns perfectly with us thanks to its focus on fashion-conscious and price-conscious customers,” states Dr. Nicolai Johannsen, Managing Director Marketing (CMO) at bonprix. “This collaboration enables us to showcase our products at new digital touchpoints and gain valuable insights for the further expansion of our partner business.”

The two brands’ product ranges complement each other well: customers visiting deichmann.de gain access to an expanded selection of fashion items, while bonprix secures another digital sales channel and, consequently, a new potential customer base.

“With bonprix, we have a partner that appeals to our customers with a diverse, fashionable, and affordably priced product range,” explains Alexandra Ochsenkiel, Category Manager at DEICHMANN. “The successful launch in May encouraged us to further develop the collaboration – offering even greater variety in upcoming collections, ranging from contemporary everyday looks to styles for special occasions like the traditional Bavarian festival season.”

Traditional-style capsule collection blends tradition with modern elegance

Since 12 August, customers have been able to shop for the latest bonprix traditional-style fashion on deichmann.de. The collection offers a contemporary reinterpretation of classic cuts, blending traditional elements with modern elegance.

Pastel shades such as light blue and blush pink, alongside deep reds and blues, add colour variety to the women’s dirndls, while a mix of materials and textures creates a distinctive look. Highlights include velvet dirndl dresses that offer a festive look thanks to their premium feel and soft sheen, while also ensuring great comfort.

For men, the range includes, among other items, a classic sky-blue traditional shirt made of pure cotton with roll-up sleeves, as well as faux-leather shorts.

Further highlights are planned for autumn

In September, bonprix and DEICHMANN will continue their collaboration with a new women’s collection. In Germany, deichmann.de is currently bonprix’s second digital sales channel outside the Otto Group, alongside ABOUT YOU. The fashion brand also sells products via otto.de. The company is continuously evaluating additional potential partners and possible marketplace integrations.