Bonprix Bets Its Turnaround on Winning the Over-40s
Updated: 13 hours ago
After a sharp drop in sales, Otto Group fashion retailer Bonprix and its CMO Nicolai Johannsen are refocusing the brand on the over-40s, using a data-driven 'customer centricity' strategy that abandons a broad, appeal-to-everyone approach.
From everyone to someone
Faced with sharply declining sales, Bonprix is doing something many struggling retailers resist: narrowing its focus. CMO Nicolai Johannsen is steering the brand toward a clearly defined core — the over-40s — rather than trying to appeal to all shoppers at once.
The engine is data-led 'customer centricity': using what the retailer knows about its best customers to target, serve and retain them more precisely.
Why narrowing can grow a brand
It feels counter-intuitive to shrink your audience when sales are falling, but a diffuse 'for everyone' proposition is often exactly why a brand loses relevance. Choosing a core customer sharpens product, tone and media.
The over-40s are an attractive, often underserved and higher-spending fashion segment. Owning them deliberately is a more defensible position than competing for fickle younger shoppers against fast-fashion giants.
Marketing Minute's take
This is a brave, correct instinct. Turnarounds rarely come from being slightly appealing to everyone; they come from being genuinely essential to someone. Bonprix picking a lane is a sign of strategic clarity.
The risk is execution: 'customer centricity' can become a slide-deck slogan. If the data actually reshapes product and experience for the over-40s, this works. If it just relabels business as usual, the sales slide continues.
Quick FAQ
What is Bonprix's new strategy?
After falling sales, Bonprix is refocusing on the over-40s using a data-driven 'customer centricity' approach, moving away from trying to appeal to all shoppers equally.
Why target the over-40s?
They are a higher-spending, often underserved fashion segment. Owning them deliberately is more defensible than competing for younger shoppers against fast-fashion giants.
Why narrow the audience when sales are down?
A vague 'for everyone' proposition often causes lost relevance. Choosing a core customer sharpens product, tone and media — and is a common route out of decline.
When sales fall, the instinct is to chase everyone — which is usually what caused the fall. Bonprix picking the over-40s is strategic clarity, not retreat. Turnarounds come from being essential to someone, not vaguely appealing to all. The only risk is whether 'customer centricity' reshapes the product or just the PowerPoint. — Daniel Nikolla, Founder of Merx Marketing
Key takeaway: recovery usually comes from being essential to a chosen core customer, not marginally appealing to everyone.
If you had to pick one core customer to build your whole business around, who would it be — and are you brave enough to?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: W&V, Meedia and Otto Group.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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