- Attribute maintenance and troubleshooting
- Optimization of the OTTO series
- structured product features
Case Study
HIMALAYA: From zero to a relevant brand on OTTO
What happens when sustainable fashion meets a precise marketplace strategy?
HIMALAYA started from scratch on OTTO—and within a few months became visible, relevant, and a strong seller. This case study shows how data, content, and advertising must work together in the fashion sector for a brand to really succeed on OTTO.
HIMALAYA stands for high-quality, sustainable fashion made from natural materials—produced responsibly and transparently throughout the entire supply chain. A brand that consistently combines fairness, quality, and timeless design.
The goal:
To tap into another sales channel with the OTTO marketplace and increase brand awareness. To win new target groups beyond the regular customer base in the online shop.
The starting point:
The OTTO account already existed, but was used exclusively to handle another brand. For the HIMALAYA brand, this meant starting from scratch. No visibility, no organic relevance, no historical data, a completely new brand for OTTO customers. At the same time, the marketplace was a strategic fit:
OTTO reaches a target group that is looking for sustainable, fair fashion – exactly what HIMALAYA stands for.
The challenge:
The launch of a new fashion brand on OTTO brings with it typical challenges:
- Assortment changes & seasonality (collection logic)
- lack of brand awareness
- Data structure problems (size variants, series, attributes)
- Fluctuating availability
- Competition with established fashion labels
Building visibility requires more than just advertising.
It requires knowledge of the fashion industry, platform mechanics, and data quality.
Our approach:
We built the launch holistically from the outset—content, data, and advertising as an interconnected system.
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- New titles & bullet points
- Keyword and category logic adapted to OTTO
- Conversion-optimized descriptions
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- Establishing a clear campaign setup
- Continuous bid and budget management
- Action planning & performance monitoring
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- Detailed data analysis in our BI system
- Adjustment to availability
- Testing new series & products
- Scaling of top sellers vs. long tail balance
Developments in the first year:
The BI data shows a clear, clean trend throughout the year.
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From just over 1 million to a steady 3–3.8 million per month from early summer onwards.
→ The brand became visible and relevant in the OTTO universe.
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From less than 4,000 to over 11,000 per month.
→ Users want to see HIMALAYA products.
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Values remained consistently low—even though traffic increased significantly.
→ This indicates a very good data/relevance fit.
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Constant >2%, with peaks of 2.8% in seasonally appropriate months.
→ Strong product-marketplace fit (sustainable fashion + OTTO target group).
The result after 12 months
HIMALAYA is now on OTTO:
Visible, relevant, scalable, and with a stable fashion presence on OTTO that will continue to grow. The next lever lies in expanding the product range—and HIMALAYA now has the foundation to build OTTO into a strong sales channel in the long term. HIMALAYA shows what happens when fashion expertise, clean data, and a clear advertising strategy work together : genuine visibility, relevance – and a brand that can continue to grow on OTTO.
Would you like to strategically grow your brand on OTTO as well?
Here you can learn how we support brands on OTTO —from data optimization to advertising.