Bonprix
Bonprix is an Italian e-commerce fashion retailer (bonprix S.r.l.) selling affordable clothing, footwear, accessories, and home goods directly to consumers across 21 European countries via localized websites and a mobile app, serving approximately 10 million customers annually.
- Company typePrivate
- Founded1986
- HeadquartersValdagno, Italy
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Bonprix does
Bonprix is an Italian e-commerce fashion retailer operating as bonprix S.r.l., headquartered in Valdengo (Biella), Italy, subject to the management and coordination of its German parent company bonprix Beteiligungs-Verwaltungsgesellschaft mbH based in Hamburg. The company sells clothing, footwear, accessories, and home goods through a direct-to-consumer e-commerce platform serving 21 European countries including Italy, Germany, France, Spain, the UK, and several Eastern and Nordic markets. Its product portfolio spans women's, men's, and children's fashion — including plus-size and petite ranges, sustainable lines, and a premium collection — alongside home and garden categories, featuring both private-label items and third-party brands such as Tom Tailor, FILA, Marco Tozzi, Skechers, Mustang, and Rieker. Approximately 10 million European customers purchased over 100 million items through the platform in 2024.
The company operates a proprietary multi-country e-commerce platform with localized websites, a country-switcher function, and a dedicated iOS/Android mobile application. Technology infrastructure includes product catalog management, multi-country localization, and integrated payment options (cash on delivery, Postepay, credit cards). The business model is transactional direct retail: customers purchase individual items at unit prices ranging from €6.99 to €119.99, with regular promotional discounts of 20–60%, a 15% newsletter discount for first orders over €40, and free shipping above €65. Distribution is exclusively online with no physical retail footprint; customer service is delivered through phone, WhatsApp, and live chat.
The customer base spans four primary segments — women (primary), men, children, and home/garden — with inclusive sizing (petite to curvy), maternity wear, and sustainable materials as core differentiators. Sustainability is a stated positioning pillar, with 60% of fibers sourced from recycled, organic, or more sustainable origins in 2024 and a target of 70% by 2025, supported by partnerships including Cotton made in Africa. The company holds Netcomm e-commerce certification for retail compliance and emphasizes fabric testing beyond legal standards as a quality differentiator.
Bonprix firmographics
Firmographics- Name
- Bonprix
- Legal name
- bonprix S.r.l.
- Website
- https://bonprix.it
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Bonprix is an Italian e-commerce fashion retailer (bonprix S.r.l.) selling affordable clothing, footwear, accessories, and home goods directly to consumers across 21 European countries via localized websites and a mobile app, serving approximately 10 million customers annually.
- Ownership category
- akta.pro rank
Bonprix industry classification
Industry- Product category
- Online Fashion Retail
- NAICS
- Clothing and Clothing Accessories Retailers (45811)
- SIC
- Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Handbags & Purses (CRAAAJAA)
Keywords
Where Bonprix is headquartered
LocationHeadquarters
- HQ city
- Valdagno
- HQ country
- Italy
- HQ region
- Europe
Offices2 records
Markets served
Bonprix business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Retail Sales: Bonprix generates revenue through direct online sales of fashion apparel, footwear, accessories, and home goods to consumers. Customers purchase individual items at published retail prices, with regular promotional discounts and sales events. The company sells directly to end consumers through its website and mobile app, operating on a transactional model without subscription requirements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing with promotional discounts |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Bonprix product offering
Product offeringCore offering
Bonprix is a direct-to-consumer e-commerce retailer that sells affordable fashion apparel, footwear, accessories, and home goods for women, men, and children across 21 European countries. Its offerings span women's clothing (including plus-size and petite ranges), men's clothing, children's and newborn clothing, footwear across all demographics, accessories, and home & garden products (curtains, bedding, rugs, furniture, decorations). The company also curates sustainable fashion collections using organic cotton, recycled polyester, and Cotton made in Africa-certified fibers.
Product overview
Bonprix is an Italian e-commerce fashion and home goods retailer operating as a single unified online marketplace. The core offering spans women's clothing (dresses, tops, pants, jeans, swimwear, underwear, plus sizes, petite sizes), men's clothing (shirts, pants, jeans, underwear, shoes), children's clothing (for girls, boys, and newborns), footwear across all demographics, and home & garden items (curtains, bed linens, rugs, furniture, decorations). The portfolio includes private-label Bonprix products, branded third-party fashion brands (Tom Tailor, FILA, Marco Tozzi, Skechers, Mustang, Rieker, Jana, Tamaris, Kappa), and sub-brands like Sustainable Fashion (sustainable materials), Premium Collection (higher quality), and SCONTI (sale section). The company emphasizes inclusive sizing, sustainable materials, and affordable pricing.
Differentiator
Problem solved
Functional benefit
Products and services
- Abbigliamento Donna (Women's Clothing)
Quantifiable outcome
- 10 million European customers served in 2024
- +3 more outcomes
Companies that use Bonprix
Customer profileSegments4 records
Ideal customer profiles4 records
Bonprix technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Bonprix partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Cotton made in AfricaminorBonprix supports the Cotton made in Africa initiative, a sustainable cotton sourcing program that helps African cotton farmers improve their living conditions through better agricultural practices. Products using this cotton are labeled in relevant categories (women, men, children, home).
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Bonprix competitors and assessment
Company assessmentDirect peers
- La Redoute: La Redoute is a French online apparel and home goods retailer (now owned by Galeries Lafayette group, formerly by Otto Group) serving French and European customers with a comparable value-to-mid-market positioning and family/home assortment.
- Shein: Shein is a China-headquartered ultra-fast-fashion online retailer with massive European customer acquisition and value pricing. Comparable to Bonprix in online-only model, value positioning, and pan-European reach, with similarly broad women's/men's/kids' assortment.
- About You: About You is a Hamburg-based online fashion retailer operating across multiple European markets with a similar digitally native, multi-brand model. Direct overlap with Bonprix in pan-European online fashion, youth/family positioning, and operating geography.
- Veepee (formerly Vente-privée): Veepee is a French flash-sale e-commerce operator offering limited-time discounted fashion and home goods to members across Europe. Comparable to Bonprix in pan-European online fashion and home goods at value price points, with similarly heavy promotional mechanics.
- Zalando: Zalando is Europe's largest online fashion platform, operating across 25+ markets with a similar direct-to-consumer e-commerce model targeting women, men, and children. Most directly comparable peer to Bonprix on geographic footprint, family-focused assortment, and value-to-mid-market positioning.
- Boohoo Group: Boohoo is a UK-based pure-play online fashion retailer covering women's and men's apparel at value price points across European and global markets. Comparable to Bonprix as a digital-native, value-positioned multi-market fashion operator.
- ASOS: ASOS is a UK-headquartered pure-play online fashion retailer targeting 20-something shoppers across multiple markets. Comparable to Bonprix as a digital-first apparel and accessories retailer with pan-European reach and third-party brand marketplace mechanics.
Broad incumbents
- C&A: C&A is a European family fashion retailer with broad assortment across women, men, and children plus a growing online channel. Comparable to Bonprix in affordable family fashion, value positioning, and historic European operating presence across multiple countries.
- Mango: Mango is a Spanish apparel retailer with a strong and rapidly growing online channel across Europe serving women's, men's, and children's fashion. Comparable to Bonprix in family fashion assortment and pan-European online reach, though positioned more mid-market than value.
- H&M (Hennes & Mauritz): H&M is a Swedish fast-fashion incumbent with a significant and growing e-commerce channel across Europe serving women, men, children, and home. Comparable to Bonprix in affordable family fashion and broad assortment, though operates with a substantial physical store footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Bonprix social profiles
Digital presenceBonprix compliance and trust
Trust signalCompliance1 record
Bonprix financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bonprix leadership team
Management profileNumber of profiles
Bonprix funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bonprix M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Bonprix
What does Bonprix do?
Bonprix is a direct-to-consumer e-commerce retailer that sells affordable fashion apparel, footwear, accessories, and home goods for women, men, and children across 21 European countries. Its offerings span women's clothing (including plus-size and petite ranges), men's clothing, children's and newborn clothing, footwear across all demographics, accessories, and home & garden products (curtains, bedding, rugs, furniture, decorations). The company also curates sustainable fashion collections using organic cotton, recycled polyester, and Cotton made in Africa-certified fibers.
Is Bonprix a public or private company?
Bonprix is a private company. It is classified as corporate owned and is currently operating.
When was Bonprix founded?
Bonprix was founded in 1986. It employs 101 to 250 people.
Where is Bonprix based?
Bonprix is headquartered in Valdagno, Italy, in the Europe region.
How does Bonprix make money?
One revenue line is on record: direct E-commerce Retail Sales.
Who are Bonprix's main competitors?
Direct peers on record are La Redoute, Shein, About You, Veepee (formerly Vente-privée), Zalando, Boohoo Group and ASOS. Broad incumbents are C&A, Mango and H&M (Hennes & Mauritz).
Does Bonprix have an API?
No public API is recorded for Bonprix.
What industry is Bonprix in?
Bonprix's product category is Online Fashion Retail. Its primary akta.pro industry code is CRAAAJAA, Handbags & Purses. Its NAICS code is 45811 and its SIC code is 5621.