Otto Group introduces its 1st retail brand to China

Hanjo Schneider, executive board member of the Otto Group, the world's second-largest B2C e-commerce player, said China is poised to become a core market for the German group.

LASCANA, Otto's affordable luxury lingerie brand, was introduced to China on Thursday.

“The growing number of middle-class consumers will raise the demand for quality products, and LASCANA is one of Otto's most successful brands,” Schneider said.

The swimwear market is another niche market in China that LASCANA, the European market leader in swimwear, wants to tap into, a note from the Otto Group said.

If LASCANA performs successfully in China, other Otto brands may be introduced in the future, Schneider said.

Over the past few years, the Otto Group has focused on transforming the business’ traditional direct-mail marketing into a truly e-commerce-driven company, said Schneider.

“Now, we are focusing on the mobile platform — nearly all of our target consumers are using smartphones,” he said.