“A new era”: this is how fashion retailer Adler wants to expand its online business

Adler Modemärkte AG wants to attack e-commerce.  The textile retailer has its sights set on generating net online sales of EUR 60 million in the 2023 financial year.  This should increase the business in e-commerce sixfold in the coming years.  After all, Adler had recently only achieved net sales of EUR 9.9 million via e-commerce in the past 2019 financial year.





 At that time there was only a mini plus of 3.1 percent compared to the previous year.  And only around two percent of the textile retailer's total turnover (495.4 million euros) was generated via e-commerce.  By the year 2023, Adler does not only want to increase its online sales in absolute terms.  The online share is also expected to increase to around ten percent.  After all, the textile retailer is calculating with a total turnover of 560 million euros for the year 2023.



 “We are starting a new era,” says CEO Thomas Freude (see photo on the left), commenting on Adler's expansion plans in e-commerce.



 In order to boost its online business, the textile retailer is taking the following five measures:



 Shop relaunch: Adler has redesigned its online shop in order to sell more online.  Now, for the first time, customers can create wish lists with fashion that interests them.  There is also the new “Shop the look” function.  Here you can see outfits, the individual parts of which can be ordered if you are interested.  For the first time, customers also receive personalized recommendations based on their purchase history.  None of this is revolutionary, but it should definitely help.


 Marketplace expansion: Adler not only sells online through its own shop.  Adler products are also sold on marketplaces.  Adler has been using Amazon and Otto as an additional platform since the start of the year, and Adler fashion is now also offered via Mirapodo and Limango (both belong to the Otto subsidiary myToys.de).  In addition, sales are to start this year via the Wundercurves platform, which specializes in plus-size fashion.


 Shop internationalization: So far, Adler has only served customers in German-speaking countries (Germany, Austria, Luxembourg) as well as consumers in Holland and Belgium via its online shop.  An EU-wide online presence is planned for the coming year in order to reach new customers in other European countries and to generate additional sales.


 New sales models: In the future, Adler wants to offer customers, among other things, a curated shopping service in which employees advise customers on online fashion purchases.  These offers are currently being developed and are therefore not publicly available.  These additional services are offered either as add-ons in the classic online shop or under a new URL.


 Additional shopping offers: Adler is thinking about starting separate online shops for individual own brands such as Bexley.  With such a multi-shop model, the textile retailer could sell certain sub-ranges via their own online offer.  Such sub-shops make sense if you want to focus on a sharp niche range.


 In addition to an online shop, Adler Modemärkte AG operates more than 170 stationary fashion stores.  Own brands as well as selected third-party brands are on offer.  Adler's target group is customers aged 55 and over.  Adler Modemärkte AG ended the past 2019 financial year with net sales of EUR 495.4 million and an EBITDA of EUR 70.3 million.  In order to increase total sales to 560 million euros by 2023, new shops are also to be opened.

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