The German fashion scene isn’t standing still, and neither are the brands behind it. With shoppers going online more than ever, and younger buyers pushing for values-driven choices, the landscape looks a bit different in 2025.
This list brings together the top 20 clothing retailers in Germany, based on recent performance, online presence, and how well they’re adapting to what buyers actually want today. From long-standing giants to fast-growing digital players, we have put the names shaping fashion in one of Europe’s biggest retail markets.
Curious to see who’s moved up and who’s dropped in 2025?
German fashion market
If you’re trying to understand where the German fashion market is headed in 2025 and beyond, you’ll want to start with the numbers.
The e-commerce apparel market alone is now expected to hit $106,433.4 billion by 2030, growing steadily with a CAGR of 8.4% between 2022 and 2030. That’s no small thing, and it shows how digital buying is still gaining traction in one of Europe’s biggest economies.
Zooming out a bit, the overall e-commerce market in Germany is projected to grow from $663.33 billion in 2024 to a massive $3.5 trillion by 2035. That’s an average growth rate of about 16.323% from 2025 onward. So yes, the German fashion market is a big part of a much bigger digital shopping engine.
Now, what about the people actually buying all that fashion?
Well, Gen Z in Germany is pretty active. Half of them shop for clothes at least twice a month. Their choices aren’t random either. They’re influenced by what they see on social media, and they care about what the brand stands for. Sustainability, uniqueness, and real values matter to them. Don’t you think that’s shaping how fashion brands now speak to younger buyers?
On the more practical side, it turns out 75% of German shoppers prioritize functionality and durability when shopping for winter clothes. That’s a solid clue that practicality still drives a lot of purchase decisions, even in a space as fast-moving as fashion.
Regarding clothing retailers in Germany, who’s leading the group? Two names are coming out ahead: Hugo Boss and Zalando.
In Q1 2025, Hugo Boss reported €999 million in revenue. That’s slightly down from last year’s €1.01 billion, but still above analyst expectations. And their full-year forecast? Between €4.2 – €4.4 billion. On the digital side, Zalando.de keeps growing its footprint. They’re using personalization and logistics integration to stay ahead.
Another thing we really can’t skip is sustainability. Berlin Fashion Week now requires participating designers to meet stricter environmental criteria. That includes using certified or next-gen materials. As a result, more brands need to rethink their collections.
Plus, there’s this growing tech angle too. The fashion technology market in Germany is forecast to grow by 6.2% CAGR from 2025 to 2030, hitting $23,638.1 billion by the end of the decade. Smart clothing is actually the biggest revenue category here.
So yes, if you’re in or around fashion in Germany (digital or physical) it’s high time to pay close attention.
3 top clothing retailers in Germany
In 2024, the top three online stores in the German Fashion market were:
- zalando.de,
- otto.de,
- shein.com.
The market was dominated by Zalando, which generated revenues of $2,529.1 billion. It was followed by Otto, which reported sales of $1,575.2 billion, and then by Amazon, which disclosed sales of $1,347.2 billion. The top three online fashion stores account for 28.1% of the top 100 stores in the German Fashion market.
#1 Zalando
Zalando continues to lead Germany’s online fashion market. In Q1 2025, the company reported revenues of €2.42 billion, which is attributed to a surge in active customers, reaching 52.4 million, and a focus on premium brands and personalized shopping experiences.
The platform’s success is also driven by its advanced logistics and software services, which generated €240 million in revenue, an 11.6% increase from the previous year. The company’s focus on premium brands and categories like sports and beauty contributed to this growth. Zalando’s strategic initiatives, including its loyalty program and B2B platform ZEOS, are expected to further impact their success positively.
#2 Otto
Otto, a longstanding leader in Germany’s online and stationary retail sectors, reported around €15 billion in revenue in the 2023/24 financial year. Celebrated for its diverse offerings that cater to various demographics, Otto provides a comprehensive shopping experience that includes fashionable and affordable apparel for men and women of all ages. Otto’s triumph is attributed to its ability to merge the convenience of online shopping with the reliability of traditional retail. It offers high-quality clothing and accessories from renowned global brands.
#3 Shein
Shein has rapidly gained popularity in Germany, particularly among young consumers, for its extensive range of trendy and affordable fashion items. In 2024, the company achieved global revenues of $50 billion, with €7.68 billion generated in Europe. Shein’s affordable pricing and trendy offerings resonate with budget-conscious consumers.
The brand’s success is largely driven by its agile business approach, which allows it to adapt to fashion trends and consumer preferences quickly. The company’s innovative marketing strategies and fast-fashion model continue to disrupt the traditional retail landscape in Germany. However, Shein has also faced criticism regarding sustainability and labor practices, which prompted discussions about the impacts on the environment.
Other top fashion retailers in Germany
#4 Amazon
Amazon is usually associated with selling electronics and accessories, but it also offers opportunities to buy some pretty cool clothing available only in Germany. Amazon’s popularity in the fashion sector can be attributed to its vast selection, competitive pricing, and customer-friendly policies like free shipping and returns. It caters to a diverse consumer base with a wide range of brands and styles, and makes it a one-stop shop for fashion needs.
In April 2025, Amazon.de attracted 2.6 billion visits, which shows how significant their online presence is. Moreover, Amazon reported an 8.7% revenue increase in 2024 in Germany. The company’s ability to adapt to consumer trends and invest in technology ensures its continued relevance in the competitive fashion market.
#5 About You
About You is rapidly emerging as a trendsetter in the German online fashion industry. It was acquired by Zalando from Otto. In FY 2024/2025, they reported revenue growth of 1.1% year-on-year to €191 million in its B2B segment. Moreover, About You’s group revenue reached €2,001.7 million in FY 2024/2025, with adjusted EBITDA of €28.1 million.
What works here is especially the company’s focus on customer engagement and exclusive collections, which continues to drive its growth in the German market. It harnesses the power of digital technology to cater directly to the individual styles and preferences of its customers. Also, it’s focusing on tech-savvy, younger demographics, who value customization and efficiency in their shopping experience.
#6 Bonprix
Bonprix operates under the Otto Group and is well-regarded for its diverse range of affordable fashion. In the 2024 financial year, Bonprix generated net sales of $762.2 million, ranking it among the Otto Group’s top-performing companies.
Bonprix stands out in the German market for its commitment to providing value for money and offering a wide selection of fashion items that do not compromise on style or quality. It features collections that appeal to various age groups and style preferences. Thus, it’s a popular choice for family shopping. The brand’s strong online presence and effective use of digital marketing strategies have solidified its position as a top player in the German fashion e-commerce landscape.
#7 Vinted
Sustainability in Germany has many names, including Vinted. Vinted has become a popular choice for Germans looking for a sustainable way to shop for fashion. In 2024, the company reported revenue of €813.4 million, a 36% increase from the previous year.
In short, Vinted’s platform promotes sustainable shopping by facilitating the resale of pre-owned clothing. It is a platform where users buy, sell, or swap new and used clothing, which aligns with the growing consumer interest in sustainability. The site offers a wide range of fashion items from casual wear to luxury goods.
Vinted’s user-friendly interface and community-centric approach create a sense of trust and ease among its users.
#8 C&A
C&A is well-regarded in Germany for offering family-friendly fashion that balances quality with economical pricing. As a retailer, C&A specializes in apparel for men, women, and children, including a notable range of sustainable clothing under its “Bio Cotton” initiative. The brand’s commitment to ethical fashion and affordability makes it a popular choice among cost- and eco-conscious consumers.
In 2024, the company’s e-commerce activity revenue amounted to $563 million. Additionally, C&A plans to open 100 new stores across Europe by 2026. This strategic move shows C&A’s commitment to growth and customer accessibility.
#9 Zara
Zara also belongs to the top fashion retailers in Germany. This brand is under the Inditex umbrella, which reported total sales of €38.63 billion in 2024. Of course, Zara is contributing significantly to this figure. Their fast-fashion model and frequent inventory updates attract trend-conscious consumers. Moreover, Germany ranks among Zara.com’s top 10 markets, accounting for 4.5% of its total revenue.
The brand’s commitment to sustainability and digital innovation ensures its continued success in Germany’s competitive fashion industry. Zara’s strategic focus on customer experience and product offerings solidifies its position in the German fashion market.
#10 Mytheresa
Mytheresa is growing stronger every year in Germany. In fiscal year 2024, the brand reported a GMV of €913.6 million, which was a 7% increase year-over-year. And net sales growth? 13% in Q2 FY25! What keeps Mytheresa ahead is how well it knows its audience—affluent, digitally fluent shoppers who expect both top-tier brands and a curated, high-service experience.
The platform offers more than 200 international luxury labels and has become a go-to for exclusive capsule collections. Its average order value increased by +9.5% to €736 LTM in Q2 FY25.
For anyone watching luxury retail in Germany, Mytheresa is a name you can’t ignore.
#11 H&M
H&M maintains a strong presence in Germany, its largest market. In 2024, the H&M group reported net sales of SEK 234,478 million, with a 1% increase in local currencies. H&M’s strategy includes expanding its online and physical store presence, enhancing customer experiences, and investing in sustainable practices. These initiatives contribute to its enduring popularity in Germany’s fashion retail sector.
Additionally, H&M’s gross profit increased by 4% to SEK 125,299 million in 2024 (it’s a gross margin of 53.4%). The company’s commitment to innovation and customer satisfaction positions it well for continued success in the German market.
#12 s.Oliver
s.Oliver has deep roots in German fashion, and it’s still going strong. Known for casual, family-oriented styles, the brand operates over 300 stores globally, with Germany as its core market. In 2024, soliver.de global net sales reached $279.5 million, with digital sales steadily climbing as more customers turn to online shopping for everyday essentials.
The company is investing in more sustainable materials, like organic cotton and recycled fibers, to meet the shifting expectations of eco-aware shoppers. It’s also rolling out a new loyalty app in 2025 to personalize offers and reconnect with a younger audience.
#13 Peek & Cloppenburg
Peek & Cloppenburg is another heritage retailer in the German fashion market. The Düsseldorf-based chain runs more than 140 stores across Europe, with Germany at the heart of its operations. In 2024, P&C estimated its global net sales at $162.8 million, as the company increased its focus on digital transformation and omnichannel selling.
In recent years, P&C has restructured parts of its business to improve logistics and invest in customer experience. They now offer same-day pickup from select stores and use AI to predict in-store demand more accurately. Its premium fashion mix (from Hugo Boss to Tommy Hilfiger) helps keep it relevant, especially with urban professionals looking for both style and reliability.
#14 Kik
KiK is all about affordability. It’s one of Germany’s biggest discount clothing chains, operating over 2,600 stores in Germany alone. While their online presence is modest compared to others on this list, their global net sales hit $44.5 million in 2024.
The brand’s 2025 focus is on improving its e-commerce functionality and expanding into neighboring EU countries. They’ve also launched a recycled basics collection to meet new EU eco-labeling guidelines. For many families across Germany, KiK remains the go-to for low-cost, everyday clothing, and that’s a segment that still matters.
#15 New Yorker
New Yorker targets younger shoppers and urban fashion lovers. The brand has a strong online presence and boasts over 1200 stores, with Germany remaining its primary market. The company leans heavily into streetwear, basics, and influencer collaborations.
Its 2025 strategy includes doubling down on its mobile-first platform and offering real-time drops based on trending styles. While New Yorker keeps a low media profile, its cultural relevance with Gen Z is hard to overlook.
#16 Primark
Primark, known for its extremely low prices and fast-fashion offerings, also has a strong presence in Germany. It attracts a large volume of customers looking for the latest trends without the high price tag. Despite being predominantly a brick-and-mortar retailer, Primark’s minimal online presence in Germany does not deter its popularity, thanks to its vast range of styles and sizes that cater to a broad audience.
With over 460 stores globally, it’s carved out a niche for ultra-low-cost fashion. In 2024, parent company Associated British Foods reported $5.99 billion in Q1 2025, with Germany among its top five markets.
They’re now piloting digital catalogs and in-store pickup services, aiming to bridge the digital gap without launching full e-commerce.
#17 Limango
Limango is a family-focused flash sale site owned by the Otto Group, like Bonprix. And it’s quietly grown into a big player. It reported $352.7 million in net sales in 2024, mostly from fashion and children’s clothing. Its user base is mostly parents and households looking for discounts on quality brands.
In 2017, Limango launched their marketplace, which was a smart move, as customers loved this option. Limango’s 2025 plans include expanding product personalization and increasing its offering in sustainable kidswear—a niche few others are targeting.
#18 Adidas
Now let’s focus on Adidas, which is growing since revenue fell in 2023. As for 2024, the revenue reached $25.53 billion. Known for its quality craftsmanship, innovative technology, and iconic designs, Adidas attracts both athletes and fashion enthusiasts. The brand offers an extensive range of products from high-performance sports gear to casual streetwear.
Adidas is committed to sustainability and aims to reduce plastic waste by using recycled materials across its product lines.
#19 Baur
Baur is another Otto Group brand with deep roots in Germany. Known for its catalog legacy, the company has transformed into a fully digital fashion and lifestyle store. In 2024, Baur generated approximately $456.5 million in sales, with high conversion rates thanks to tailored product displays and a strong return customer base.
It’s now investing in predictive sizing tools and sustainable last-mile delivery to further improve the experience. While not flashy, Baur’s solid growth and low churn rate make it one of Germany’s most consistent digital retailers.
#20 Breuninger
Breuninger also belongs to other top fashion retailers in Germany. It’s recognized for its premium shopping experience that caters to a more upscale market. This store offers high-quality fashion items, including designer labels and exclusive beauty products.
The company reported $1,016.6 million in revenue in 2024, with double-digit online growth. It differentiates itself with exceptional customer service and a luxurious in-store atmosphere. Breuninger also integrates online shopping with in-store services.
For 2025, Breuninger wants to expand its “Conscious Luxury” section, promoting sustainable luxury brands.
Changes over the years
Now let’s delve into what’s changed in the market and between top fashion retailers in Germany, from 2021 through to 2025.
- After a dip in 2021–2022, fashion e-commerce recovered strongly by 2023. In 2025, it’s projected to grow steadily at 8.4% CAGR toward a $106,433.4 billion market by 2030.
- In 2021–2022, H&M held a top-three spot. By 2024, it dropped in relevance as brands like Shein and About You climbed ahead thanks to digital-first strategies and faster adaptation.
- Shein, barely a major competitor in 2021, is now one of the top 3 online fashion retailers in Germany. It generated €7.68 billion in Europe by 2024, driven by social media and low pricing.
- Already a leader in 2021, Zalando grew even further. In Q1 2025, it hit €2.42 billion in revenue, supported by its premium category growth, advanced logistics, and personalization tools like ZEOS.
- Once mainly a tech retailer, Amazon now pulls in billions in fashion-related GMV, with 2.6 billion visits to Amazon.de in April 2025 alone.
- In 2021, sustainability was more of a marketing trend. By 2025, it’s a requirement—from Berlin Fashion Week criteria to C&A’s Bio Cotton and Breuninger’s Conscious Luxury lines.
- Second-hand platforms exploded. Vinted quadrupled its profit between 2023–2024 and reached €813.4 million in revenue. Consumer preference for re-use and budget-consciousness is driving this rise in C2C resale.
- Tech and personalization matter more than ever. 2025 winners are using AI, data analytics, and personalized shopping tools – About You, Zalando, and Mytheresa all lead here. Those without a strong tech edge are falling behind.
To wrap up
Here is a table with the top clothing retailers in Germany.
| Brand | Website address | Country |
| Zalando | zalando.de | Germany |
| Otto | otto.de | Germany |
| Shein | shein.de | China |
| Amazon | amazon.de | United States |
| About You | aboutyou.de | Germany |
| Bonprix | bonprix.de | Germany |
| Vinted | vinted.de | Lithuania |
| C&A | c-and-a.com/de/de/shop | Netherlands |
| Zara | zara.com/de | Spain |
| Mytheresa | mytheresa.com | Germany |
| H&M | hm.com/de | Sweden |
| s.Olivier | solivier.de | Germany |
| Peek & Cloppenburg | peek-cloppenburg.de | Germany |
| Kik | kik.de | Germany |
| New Yorker | newyorker.de | Germany |
| Primark | primark.com/de | Ireland |
| Limango | limango.de | Germany |
| Adidas | adidas.de | Germany |
| Baur | www.baur.de | Germany |
| Breuninger | breuninger.com | Germany |
The road ahead
The German online fashion market is set on a path of steady growth, driven by technological advancements, a shift towards sustainable practices, and evolving consumer preferences. Established brands like Zalando will need to innovate and evolve to stay relevant in this ever-changing landscape.
Germans are demanding consumers who rarely make purchases based on emotions. The store chosen by the client should also offer a stable quality product at a price that is in line with it, in addition to providing a German-language website. For a long time, Germans will remain loyal to a brand if it meets their expectations.
International success for German brands only confirms the German ideals of high quality and fair pricing.
