Comma
Comma is a DACH-focused women's fashion brand owned by the s.Oliver Group, selling elegant business and casual apparel across owned retail stores, a German/Austrian e-commerce site, a mobile app, and a B2B showroom network spanning DACH, BeNeLux, Hungary, Slovenia, Greece, and Denmark.
- Company typePrivate
- Founded1973
- HeadquartersRottendorf, Germany
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What Comma does
Comma is a women's fashion brand owned and operated by the s.Oliver Group (s.Oliver Bernd Freier GmbH & Co. KG, headquartered in Rottendorf, Germany), targeting fashion-conscious women aged 25–55 with elegant, versatile clothing for professional and everyday wear. The product assortment spans denim, shirts, blazers, skirts, pants, knitwear, outerwear, bags, and accessories, sold at price points roughly between €39.99 and €179.99, with denim and outerwear clustered in the €99–€139 range. Comma also operates a Comma Essentials core wardrobe line and a Digital Gift Card (€10–€150), and positions itself around the EMPOWER, CARE & INSPIRE sustainability narrative covering materials, social responsibility, environmental protection, and packaging.
The brand is distributed through an omnichannel model comprising branded retail stores and outlet locations in Germany and Austria, the e-commerce storefront comma-store.de (serving Germany and Austria), an iOS/Android mobile app, and dedicated B2B showrooms in DACH, BeNeLux, Hungary, Slovenia, Greece, and Denmark. The underlying technology stack ties this footprint together: OneStock SAS provides the order management system with ship-from-store and real-time inventory visibility; Dynamic Yield powers personalization; SAIZ delivers size/fit recommendations to reduce returns; Coveo and CXP SearchHub optimize site search; Emarsys handles email automation; parcelLab orchestrates returns; Cloudflare and Akamai provide security and CDN; and Usercentrics manages GDPR-compliant consent. Customer support runs through novomind live chat and WhatsApp, with eKomi collecting post-purchase reviews.
Comma's revenue model is primarily one-time retail sales of apparel and accessories, supplemented by a free-to-join Fashion Card loyalty program that drives repeat purchase frequency through Status Points accumulation and a VIP tier (unlocked at 1,200 points) with benefits including free shipping, free returns, free in-store alterations, and pre-access to sales. Payments are processed via Adyen (cards), PayPal, Klarna, and Riverty (invoice/BNPL), with checkout accepting credit card, invoice, PayPal, Klarna, and Riverty. Marketing combines paid social (Meta, TikTok, Pinterest), paid search (Google, Microsoft), retargeting (Criteo), affiliate (Awin, shopping24), and email/CRM (Emarsys), with the customer base anonymized across a broad DACH consumer segment plus wholesale buyers reached through the showroom network.
Comma firmographics
Firmographics- Name
- Comma
- Legal name
- s.Oliver Bernd Freier GmbH & Co. KG
- Website
- https://comma-store.de
- Company type
- Private
- Founded year
- 1973
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Comma is a DACH-focused women's fashion brand owned by the s.Oliver Group, selling elegant business and casual apparel across owned retail stores, a German/Austrian e-commerce site, a mobile app, and a B2B showroom network spanning DACH, BeNeLux, Hungary, Slovenia, Greece, and Denmark.
- Ownership category
- akta.pro rank
Comma industry classification
Industry- Product category
- Women's Fashion Retail
- NAICS
- Clothing and Clothing Accessories Retailers (458110), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)
- SIC
- Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Apparel, Footwear & Accessories Online Retailers (CRAFADAB)
Keywords
Where Comma is headquartered
LocationHeadquarters
- HQ city
- Rottendorf
- HQ country
- Germany
- HQ region
- Europe
Offices12 records
Markets served
Comma business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Retail Sales of Women's Fashion: Comma generates revenue primarily through the direct sale of women's apparel and accessories at full-line retail stores, outlet stores, and through its e-commerce website and mobile app. Customers pay one-time prices for individual items. The company periodically runs promotional sales (e.g., '20% EXTRA SALE' on selected styles).
- Comma Fashion Card Loyalty Program: The Fashion Card loyalty program drives repeat purchases through a points-based system. Members earn Status Points on purchases in stores and online, unlocking VIP tiers and exclusive benefits. While enrollment is free, the program incentivizes higher purchase frequency and customer lifetime value.
- Gift Cards: Comma sells digital and physical gift cards (e-Geschenkkarte) in denominations from €10 to €150 (online) and €1–€250 in stores. Gift cards represent a pre-paid revenue stream redeemable against apparel and accessories purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Product Pricing — individual fashion items sold at one-time retail prices |
| Freemium | Annual | Comma Fashion Card — free loyalty program with tiered Status Points and VIP upgrade at 1,200 points |
| Other | Pay-as-you-go | Shipping & Returns — handling fees based on loyalty status |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels11 records
Comma product offering
Product offeringCore offering
Comma is a women's fashion brand under the s.Oliver Group that designs and sells contemporary women's apparel, bags, and accessories. The brand operates its own retail stores, outlet stores, e-commerce website (comma-store.de), and a mobile app, alongside selected wholesale showrooms for B2B distribution.
Product overview
Comma is a women's fashion brand under s.Oliver Group offering stylish business and casual wear. The product portfolio consists of the core Comma Online Shop (e-commerce platform), the Comma App (mobile shopping), and physical Comma Stores and Outlets across Europe. Supporting offerings include the Comma Fashion Card loyalty program with VIP tiers, the Digital Gift Card (Digitale Geschenkkarte) in 10-150 EUR denominations, Comma Essentials core wardrobe collection, and the Storefinder for locating retail locations. The brand emphasizes sustainability through its EMPOWER, CARE & INSPIRE initiative covering materials, social responsibility, environmental protection, and shipping/packaging.
Differentiator
Problem solved
Functional benefit
Brands
- COMMA Fashion Card: Loyalty program offering welcome gifts, birthday surprises, events, pre-access to sales, extended return periods, and free returns for members. VIP tier reached at 1,200 points with additional benefits including free shipping and free alterations.
- COMMA Essentials
Products and services
- Comma Retail Stores
- Comma Outlet Stores
- Comma E-Commerce Store
- Comma Mobile App
- Comma Fashion Card (Loyalty Program)
- Comma Wholesale Showrooms
Companies that use Comma
Customer profileSegments2 records
Ideal customer profiles2 records
Comma technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature5 records
Comma partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core and minor.
- s.Oliver Group (s.Oliver Bernd Freier GmbH & Co. KG)coreComma is a brand owned and operated by the s.Oliver Group. The parent company handles corporate functions including finance, legal, IT, supply chain, and HR for the Comma brand. Comma shares operational infrastructure, distribution networks, and technology platforms with sister brand s.Oliver.
- Liebeskind BerlinminorLiebeskind Berlin is a partner brand within the s.Oliver Group ecosystem. Comma shares cross-brand marketing collaborations and customer data platforms (e.g., eKomi reviews) with Liebeskind Berlin.
- COPENHAGEN STUDIOS GmbHminorCOPENHAGEN STUDIOS is listed as a partner brand from which Comma may share newsletter audiences or co-market under the s.Oliver Group's multi-brand loyalty ecosystem.
- Lala BerlinminorLala Berlin is a partner brand in the s.Oliver Group's multi-brand newsletter and marketing partnership network.
- ConnoxminorConnox is a partner brand listed in Comma's marketing partnership network.
- Villeroy & BochminorVilleroy & Boch is listed as a partner brand in Comma's marketing network, likely for lifestyle co-marketing campaigns.
- Google (Analytics, Ads, Maps, Tag Manager, YouTube)coreComma uses Google Analytics 4 for web analytics, Google Ads for paid search and Customer Match for loyalty member targeting, Google Maps API for storefinder, Google Tag Manager for tag management, and YouTube for video content. Google Enhanced Conversions and cross-device tracking (Google Signals) are also implemented.
- Meta (Facebook & Instagram)coreComma uses Facebook Website Custom Audiences for retargeting and ad personalization, Facebook Pixel and Conversion API for conversion tracking, and Custom Audiences via customer data upload for loyalty member targeting on Facebook and Instagram.
- Microsoft (Clarity & Advertising)coreComma uses Microsoft Clarity for heatmap and session recording analytics, and Microsoft Advertising (Bing Ads) for search advertising and conversion tracking.
- EmarsyscoreComma uses Emarsys marketing automation platform for email newsletter personalization, behavioral tracking, customer segmentation, and automated email campaign execution across web and mobile.
- OneStock SAScoreOneStock SAS provides the order management system that powers Comma's omnichannel fulfillment, enabling ship-from-store capabilities, real-time inventory visibility, and automated order routing across stores and the central warehouse.
- Dynamic Yield (Mastercard)coreDynamic Yield (owned by Mastercard Europe SA) delivers personalized product recommendations, website content optimization, and personalized email campaign customization based on user browsing and purchase history.
- CloudflarecoreCloudflare provides DDoS protection, SSL/TLS encryption, and CDN services to secure and accelerate the Comma e-commerce website.
- PayPalcorePayPal is offered as a payment method including Pay Now, Buy Now Pay Later (30-day deferral), and PayPal Express checkout options. PayPal performs credit checks for BNPL functionality.
- KlarnacoreComma partners with Klarna Bank AB for buy now pay later payment options including Pay Now, Pay Later (30 days), installments, and financing, integrated at checkout.
- RivertycoreRiverty (Riverty GmbH) provides invoice payment (Rechnungskauf) with 30-day payment terms, credit checks, and buy now pay later functionality integrated at checkout.
- AdyencoreAdyen N.V. processes credit card payments (Visa, Mastercard, American Express) for Comma, handling card validation and authorization.
- Awin AGminorAwin affiliate network manages Comma's affiliate marketing program, tracking conversions from partner publishers and paying commissions for referred sales.
- shopping24minorshopping24 performs performance marketing tracking and product placement for Comma, measuring campaign effectiveness.
- Usercentrics GmbHcoreUsercentrics Consent Management Platform manages GDPR-compliant cookie consent collection, documentation, and preference management across the Comma website.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Comma competitors and assessment
Company assessmentDirect peers
- Marc O'Polo: European contemporary women's and men's fashion brand with similar casual-to-business wear positioning, multi-channel retail (stores + e-commerce), and DACH-led geographic footprint comparable to Comma.
- Gerry Weber: Mid-market women's fashion brand with strong DACH retail presence, multichannel DTC model, and similar 30–55 customer demographic. Closely comparable in category, price band, and distribution format to Comma.
- Tom Tailor: Mid-market casual women's and men's fashion brand with strong DACH retail and wholesale presence; directly comparable in price band, customer demographic, and distribution strategy to Comma.
- Street One (GERRY WEBER subsidiary): Mid-market women's fashion brand in the DACH region with similar price points, omnichannel retail, and loyalty-program-style promotions; competes directly with Comma in the 25–55 segment.
- Rabe Fashion Group: German women's fashion brand offering contemporary everyday and business wear through wholesale and DTC channels — closely comparable to Comma's positioning and customer segment.
- Betty Barclay: Mid-market women's fashion brand with European wholesale and retail presence; comparable in target demographic, price band, and business-to-consumer/retail-partner mix to Comma.
- Samoon (GERRY WEBER): Plus-size women's fashion brand at mid-market price points with similar casual-to-elegant positioning and DACH retail/wholesale mix; competes with Comma in the contemporary women's segment.
Broad incumbents
- Vero Moda (Bestseller): Large international women's fashion brand from Bestseller with similar contemporary/everyday positioning, omnichannel DTC, and comparable demographic; competes with Comma across European markets at broader scale.
- Only (Bestseller): Women's fashion brand under Bestseller with mid-market contemporary positioning, broad European presence, and omnichannel distribution comparable to Comma.
- s.Oliver: Sister brand to Comma within the s.Oliver Group with overlapping DACH retail, omnichannel, and mid-market positioning; useful benchmark for shared infrastructure, pricing architecture, and customer overlap with Comma.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Comma social profiles
Digital presenceComma compliance and trust
Trust signalCompliance1 record
Comma financial estimates
Financial estimateRevenue estimate
Valuation estimate
Comma leadership team
Management profileNumber of profiles
Comma funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Comma 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 Comma
What does Comma do?
Comma is a women's fashion brand under the s.Oliver Group that designs and sells contemporary women's apparel, bags, and accessories. The brand operates its own retail stores, outlet stores, e-commerce website (comma-store.de), and a mobile app, alongside selected wholesale showrooms for B2B distribution.
Is Comma a public or private company?
Comma is a private company. It is classified as corporate owned and is currently operating.
When was Comma founded?
Comma was founded in 1973. It employs 501 to 1,000 people.
Where is Comma based?
Comma is headquartered in Rottendorf, Germany, in the Europe region.
How does Comma make money?
Three revenue lines are on record. Retail Sales of Women's Fashion is the primary driver. The others are comma Fashion Card Loyalty Program and gift Cards.
Who are Comma's main competitors?
Direct peers on record are Marc O'Polo, Gerry Weber, Tom Tailor, Street One (GERRY WEBER subsidiary), Rabe Fashion Group, Betty Barclay and Samoon (GERRY WEBER). Broad incumbents are Vero Moda (Bestseller), Only (Bestseller) and s.Oliver.
Does Comma have an API?
No public API is recorded for Comma.
What industry is Comma in?
Comma's product category is Women's Fashion Retail. Its primary akta.pro industry code is CRAFADAB, Apparel, Footwear & Accessories Online Retailers. Its NAICS code is 458110 and its SIC code is 5621.