Otto

Company: Otto Group

Brand value: US$1,254 million

Change since 2019: 18%

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. It offers over 3 million items from 6,800 brands; at peak times, Otto receives up to 10 orders per second. Its communications focus primarily on social media; Otto is one of three German retailers to have uploaded its entire product range onto Pinterest and created shopping ads from it. The brand is also a major user of YouTube - with funny videos about deliveries -  and Instagram, using Instagram stories to direct users to its own site. Tiktok is gaining in importance, and Otto has used it to promote the “Mach dich zum Otto” campaign (Be yourself with Otto). To mark its 70th birthday in 2019, Otto departed from the usual style for anniversary campaigns and instead highlighted the diversity of its user base in stories showing what’s happened since the traditional Otto catalogue was discontinued.