Comma

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.

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

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

• Women's fashion
• Fashion retail
• Women's apparel
• Contemporary clothing
• Casual wear

Headquarters

HQ city

Rottendorf

HQ country

Germany

HQ region

Europe

Offices12 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. 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).
2. 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.
3. 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

Go-to-market motion1 record

Distribution channels5 records

Marketing channels11 records

Core 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

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature5 records

Partnerships

20 partnerships are on record, tiered core and minor.

• s.Oliver Group (s.Oliver Bernd Freier GmbH & Co. KG)coreStrategic or Co-development PartnerComma 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 BerlinminorStrategic or Co-development PartnerLiebeskind 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 GmbHminorGTM or Marketing PartnerCOPENHAGEN 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 BerlinminorGTM or Marketing PartnerLala Berlin is a partner brand in the s.Oliver Group's multi-brand newsletter and marketing partnership network.
• ConnoxminorGTM or Marketing PartnerConnox is a partner brand listed in Comma's marketing partnership network.
• Villeroy & BochminorGTM or Marketing PartnerVilleroy & 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)coreTechnology or IntegrationComma 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)coreTechnology or IntegrationComma 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)coreTechnology or IntegrationComma uses Microsoft Clarity for heatmap and session recording analytics, and Microsoft Advertising (Bing Ads) for search advertising and conversion tracking.
• EmarsyscoreTechnology or IntegrationComma uses Emarsys marketing automation platform for email newsletter personalization, behavioral tracking, customer segmentation, and automated email campaign execution across web and mobile.
• OneStock SAScoreTechnology or IntegrationOneStock 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)coreTechnology or IntegrationDynamic 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.
• CloudflarecoreTechnology or IntegrationCloudflare provides DDoS protection, SSL/TLS encryption, and CDN services to secure and accelerate the Comma e-commerce website.
• PayPalcoreTechnology or IntegrationPayPal 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.
• KlarnacoreTechnology or IntegrationComma 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.
• RivertycoreTechnology or IntegrationRiverty (Riverty GmbH) provides invoice payment (Rechnungskauf) with 30-day payment terms, credit checks, and buy now pay later functionality integrated at checkout.
• AdyencoreTechnology or IntegrationAdyen N.V. processes credit card payments (Visa, Mastercard, American Express) for Comma, handling card validation and authorization.
• Awin AGminorChannel Partner/ Reseller/ DistributorAwin affiliate network manages Comma's affiliate marketing program, tracking conversions from partner publishers and paying commissions for referred sales.
• shopping24minorChannel Partner/ Reseller/ Distributorshopping24 performs performance marketing tracking and product placement for Comma, measuring campaign effectiveness.
• Usercentrics GmbHcoreTechnology or IntegrationUsercentrics 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

Direct 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

• Facebookfacebook.com/comma.de
• Instagraminstagram.com/comma.fashion
• YouTubeyoutube.com/@comma-fashion
• TikToktiktok.com/@comma.fashion
• Pinterestpinterest.com/commafashion
• LinkedInlinkedin.com/company/commafashion

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Comma