German e-tailer group Otto Group has opened three web shops geared towards young consumers, after working on the project for over a year.
The company has invested more than 100 million euro into 'Project Collins', with a beta version in April. "Our goal is to get the younger generation to shop in a more unique and inspiring way", Benjamin Otto, the Collins leader, said at the launch of the three web shops.
One of the new web shops, Aboutyou, focuses on 20 to 40-year old women, while Edited is for girls aged between 15 and 20. The final web shop is for lingerie and beachwear, Sister Surprise. All three web shops have social media and apps integrated in them, but only German consumers can currently visit the sites.
No profit forecasts
The company refused to state any profit forecasts for the new concept as the shops are not entirely finished, according to digital expert Tarek Müller. "We have created a platform with Collins, but each and every thought, partner and customer helps the platform grow. We call it 'open commerce'."
The concern, born as a mail order company, announced last year that it would invest more than 300 million euro into e-commerce with a third of the budget going into these three youth-oriented web shops.