The retailer was supposed to be repositioned for a younger target group, but that went awry.
(Photo: Bonita)
Dusseldorf Not even three years ago, the owners basically gave up the fashion retailer Bonita. The Tom Tailor group, which was still listed at the time and to which Bonita belonged, sold the subsidiary and filed for bankruptcy on its behalf. Markus Neumann from the Protection Association of Investors described Bonita as a “disaster”.
But now the fashion company is profitable again and is even growing in double digits. In the 2021/22 financial year, which ended in September, sales rose by 36 percent to 120 million euros compared to the previous year, as CEO Karsten Oberheide reported in an interview with the Handelsblatt.
The retailer, ridiculed by some as a grandma brand, has thus achieved a feat that is unprecedented in the fashion retail industry in crisis. With a strategic repositioning, Oberheide not only saved the company in a very short time – he also has ambitious growth targets.
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