Neckermann
Neckermann was a discontinued German online retail shop brand operated by OTTO (Otto GmbH & Co. KGaA), offering broad consumer categories including fashion, electronics, home goods, and lifestyle products. Its operations, customers, and assortment have been fully absorbed into the parent OTTO platform at otto.de.
- Company typePrivate
- Founded1950
- HeadquartersFrankfurt, Germany
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Neckermann does
Neckermann was an online retail shop brand operated by OTTO (Otto GmbH & Co. KGaA), the major German e-commerce group. The brand offered a broad horizontal assortment spanning women's and men's fashion, baby and kids, sports, beauty and drugstore, multimedia/technology, household goods, kitchen, home textiles, furniture, hardware/DIY, and a dedicated sale section — serving general German consumer retail demand across fashion, electronics, home, and lifestyle categories. The Neckermann website functioned primarily as a customer-acquisition and re-engagement front end directing traffic into the broader OTTO ecosystem, with payment options including invoice (Rechnung), installment payment (Ratenzahlung), installment protection insurance, 100-day payment pause, credit/debit card, and prepayment.
The Neckermann online shop has been discontinued and is no longer active. The brand's operations — product assortment, customer accounts, order history, warranty handling, and customer service — have been fully migrated to and absorbed by the parent OTTO platform at otto.de. Former Neckermann customers can access the unified OTTO service using their existing Neckermann login credentials, and the Neckermann website now serves as a redirect/informational page guiding users to otto.de. As a discontinued sub-brand, Neckermann no longer operates as an independent commercial entity, and no separate revenue, headcount, or standalone KPIs are disclosed.
Neckermann firmographics
Firmographics- Name
- Neckermann
- Website
- https://neckermann.de
- Company type
- Private
- Founded year
- 1950
- Operating status
- Closed
- Headcount range
- 11–50 employees
- Short description
- Neckermann was a discontinued German online retail shop brand operated by OTTO (Otto GmbH & Co. KGaA), offering broad consumer categories including fashion, electronics, home goods, and lifestyle products. Its operations, customers, and assortment have been fully absorbed into the parent OTTO platform at otto.de.
- Ownership category
- akta.pro rank
Neckermann industry classification
Industry- Product category
- Online Retail
- NAICS
- Clothing and Clothing Accessories Retailers (45811), Health and Personal Care Retailers (4561)
- SIC
- Retail-Variety Stores (5331), Retail-Apparel & Accessory Stores (5600), Retail-Miscellaneous Shopping Goods Stores (5940)
- akta.pro primary industry
- Health & Beauty Value Variety Stores (Non-Pharmacy) (CRAEAGAG)
Keywords
Where Neckermann is headquartered
LocationHeadquarters
- HQ city
- Frankfurt
- HQ country
- Germany
- HQ region
- Europe
Markets served
Neckermann business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel
Neckermann product offering
Product offeringCore offering
Neckermann was an online retail shop operated by OTTO GmbH & Co. KGaA, offering a broad assortment of consumer products across fashion, electronics, home goods, beauty, furniture, and DIY categories. The Neckermann online shop has been discontinued and its entire product assortment and customer base have been migrated to the parent company's otto.de platform.
Product overview
Neckermann was a retail e-commerce brand operated by OTTO GmbH & Co. KGaA. The Neckermann online shop has been discontinued, and its entire product assortment has been migrated to otto.de. The former Neckermann product portfolio spanned multiple categories including women's fashion (Damen-Mode), men's fashion (Herren-Mode), baby & kids (Baby & Kind), sports (Sport), beauty & drugstore (Beauty & Drogerie), multimedia/technology (Multimedia/Technik), household goods (Haushalt), kitchen (Küche), home textiles (Heimtextilien), furniture (Möbel), and hardware/DIY (Baumarkt), along with a Sale section. Former Neckermann customers can access their existing accounts and orders on otto.de using their original Neckermann login credentials.
Differentiator
Problem solved
Functional benefit
Companies that use Neckermann
Customer profileSegments1 record
Ideal customer profiles1 record
Neckermann technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Neckermann partnerships and signals
Strategic signalRecent moves4 records
Neckermann competitors and assessment
Company assessmentDirect peers
- Douglas: Leading European beauty and fragrance retailer operating in the German market. Directly comparable to Neckermann's Beauty & Drogerie category with similar premium-to-mid-market positioning.
- Westwing: European online home and living retailer offering furniture, décor, and home textiles. Directly comparable to Neckermann's home and living assortment, targeting the same German consumer base.
- About You: European online fashion and lifestyle retailer targeting similar demographics with comparable apparel, beauty, and home category coverage. Overlaps with Neckermann's Damen-Mode, Herren-Mode, and Beauty & Drogerie categories.
- Bonprix: Sister brand within the Otto Group operating a multi-category value apparel and home assortment. Highly comparable business model and customer base as a horizontal value retailer, and structurally the closest peer given shared parent ownership.
- Home24: European online retailer specializing in furniture and home goods, directly comparable to Neckermann's Möbel, Küche, Heimtextilien, and Haushalt categories. Operates in the same German-speaking market.
- Zalando: Leading European online fashion and lifestyle platform serving a comparable horizontal consumer base across clothing, beauty, and home. Directly comparable to the fashion and lifestyle portion of Neckermann's discontinued assortment, with overlapping German-speaking market customers.
- Baur: Otto Group multi-category online retailer offering fashion, home, and lifestyle products to German consumers. Closely comparable multi-category value positioning and target market to Neckermann.
Broad incumbents
- Wayfair: Global online home goods and furniture retailer. Comparable category overlap with Neckermann's home/furniture assortment though Wayfair is a much larger, established player with broader geographic footprint.
- MediaMarkt: Major European consumer electronics retailer with strong German presence. Comparable to Neckermann's Multimedia/Technik category, though MediaMarkt specializes in electronics rather than operating as a horizontal retailer.
Emerging players
- Shop Apotheke: European online pharmacy and personal care retailer. Compares to the health/beauty portion of Neckermann's assortment, though focused specifically on pharmacy-adjacent products rather than general retail.
Market position
Strengths1 record
Weaknesses3 records
Competitive moat2 records
Key risks4 records
Key highlights3 records
Customer concentration
Neckermann social profiles
Digital presenceNeckermann financial estimates
Financial estimateRevenue estimate
Valuation estimate
Neckermann leadership team
Management profileNumber of profiles
Neckermann funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Neckermann 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 Neckermann
What does Neckermann do?
Neckermann was an online retail shop operated by OTTO GmbH & Co. KGaA, offering a broad assortment of consumer products across fashion, electronics, home goods, beauty, furniture, and DIY categories. The Neckermann online shop has been discontinued and its entire product assortment and customer base have been migrated to the parent company's otto.de platform.
Is Neckermann a public or private company?
Neckermann is a private company. It is classified as corporate owned and is currently closed.
When was Neckermann founded?
Neckermann was founded in 1950. It employs 11 to 50 people.
Where is Neckermann based?
Neckermann is headquartered in Frankfurt, Germany, in the Europe region.
Who are Neckermann's main competitors?
Direct peers on record are Douglas, Westwing, About You, Bonprix, Home24, Zalando and Baur. Broad incumbents are Wayfair and MediaMarkt. Shop Apotheke is listed as an emerging player.
Does Neckermann have an API?
No public API is recorded for Neckermann.
What industry is Neckermann in?
Neckermann's product category is Online Retail. Its primary akta.pro industry code is CRAEAGAG, Health & Beauty Value Variety Stores (Non-Pharmacy). Its NAICS code is 45811 and its SIC code is 5331.