Rumors had spread in the last months; today Otto Group finally unveiled what the Collins project is all about.
"Open commerce" is the keyword that Collins founders Benjamin Otto and Tarek Müller used in the introduction speech in Hamburg today. It means that under the roof of Collins, new online shopping brands are created that involve external input.

By using a new technology and business platform, third parties can develop a new access to fashion in form of content, social media and mobile apps. Benjamin Otto: "No company can always and forever be innovative. You need input from the outside. By implementing apps from external developers we democratize the e-commerce business and make it accessible to everybody".

The first concrete result that caters the app concept is the online fashion shop About You that went live today. Users can create their own profile and along that choose from a multi-brand offer with about 50.000 products that are virtually extended by a portfolio of 29 apps so far, developed by external partners who can create and install their apps via a so-called developer center and receive a commission on sales in return. Among these are apps to customize footwear, choose the right outfit for certain night clubs or style (and immediately buy) the look of celebs-all meant to help to individualize the user's style.

As Collins start-up in March, the online fashion shop Edited is meant to present a niche offer of denim, streetwear and fashion for men and women, while counting on a high class visual language with top quality fashion shoots, editorials and product presentation. In summer, a private label, also under the name "Edited", will be added to the multi brand assortment.

Already in October 2013, Collins had launched Sister Surprise, an online shop for lingerie and beachwear.

With regards to Collins, no numbers were announced, but Benjamin Otto wants to make profit in about five years from now. Otto Group has invested a three digit million investment in the Collins project, which currently employs 140 people.