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Heine can increase total sales – News: business (# 1330478)


Published on



09/03/2021

According to its own statements, Heine can celebrate its 70th anniversary with a successful business year and a successful integration into the Witt Group. With total sales of 224 million euros, Heine’s 2020/2021 financial year was above its budget and the previous year’s result (2019/2020 financial year: 220 million euros).

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Heine celebrates its 70th birthday with a successful business year – screenshot website Heine.de

Heine has been a brand of the Witt Group since December 2019, which achieved sales of more than one billion euros for the first time in the 2020/21 financial year.

“The first joint business year with Heine as the youngest brand of the Witt Group has shown us that the common path we have chosen is successful. Despite difficult conditions during the lockdown, the cooperation between the two locations worked very well,” says Wolfgang Jess, Chairman of the Management of the Witt Group.

The functional connection of Heine to the Witt Group as well as the IT migration of all systems should be completed in October this year and is currently very successful, the company announced. The location in Karlsruhe with around 350 employees will be retained after the migration.

Over the past 70 years, Heine has transformed itself from an exclusive specialty mail order company to an international multi-channel retailer for fashion and interior design ideas.

Heine pursued the digitalization strategy early on and established its own online shop in 1996. The seine mobile shop was added in 2011 and the Heine app in 2017. In addition, Heine now reaches the core target group women 50+ via social media, newsletters and the print catalog.

“In the course of advancing digitization, our focus will continue to be on expanding e-commerce. All channels are always geared towards the wishes and needs of our customers in order to offer them the best user and shopping experience,” says Alexander Voges, Managing Director Sales and Marketing Heinrich Heine GmbH.

In addition to Germany, Heine is also represented in Austria, Switzerland, France and the Netherlands. Around 350 people are currently employed at the company’s headquarters in Karlsruhe. The popular online shop offers over 18,000 products from the areas of fashion and living.

With 21.1 million customers worldwide, sales of 1.092 billion euros (IFRS) in the 2020/21 financial year and an online share of around 35 percent, the Witt Group is one of the leading textile omnichannel companies for the 50 plus target group.

The group of companies is currently active with ten brands in ten countries and with 22 online shops and employs around 3500 people. The company, based in Weiden, has been part of the Otto Group since 1987. With online sales of around 9.9 billion euros, the Otto Group is one of the world’s largest online retailers.

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