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Otto

Otto

Company: Otto Group

Brand value: US$1,064 million

Change since 2018: 17%

Headquarter city: Hamburg

Category: Retail

Year formed: 1949

Otto has grown from a retailer offering phone-shopping services into the largest online lifestyle and fashion retailer in Europe. To distinguish itself from Amazon, its main competitor, Otto emphasizes a more personalized service, as well as its two-hour delivery window for furniture and large appliances. In late 2018, Otto extended its free next-day delivery offer to include furniture and white goods – which need a two-person team to deliver - in addition to around 12,000 products already available the next day. A 2018 brand campaign highlighted the extensive range of products and services available, with the tagine “Das ist OTTO!” or "That's OTTO!”. The brand is a big user of YouTube, and in one mockumentary-style campaign tells an amusing story of a washing machine delivery – in a five-minute film that only mentions the Otto brand at the end. Another hit Otto video places a Hungarian stock photo model into a surreal story about delivering a gaming computer.

 

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