Neckermann Direct Transformed
Being a household name all over Europe for many decades, Neckermann was well know as the largest mail order company in Europe and once distributed over 3 million copies of product catalogue, offering over 700,000 products along with its credit facilities.
According to several surveys, Neckermann has a 93% brand recognition in Europe. In 2018, the Neckermann brand was valued at EUR 8.85 million.
In 2016 RHCO took over a majority in Neckermann in the Benelux and implemented a new strategy to rebuild it to be an online retailer.
In early 2022, RHCO decided to transform Neckermann Online Store into Neckermann Direct, an all-new B2C E-commerce platform which welcome cross-border merchants from Asia to directly sell their products to customers in Europe. RHCO realizes the market opportunity, as there are tremendous needs from Asian suppliers, factories and merchants to sell directly to Europe, yet the recent block of Chinese merchant accounts by E-commerce giant Amazon has forced many companies to seek other direct selling channels.
Neckermann Direct aims to activity bridging the cross-border trading gap, encouraging genuine and high-quality Chinese / Asian products to be offered directly on its platform without any wholesaler.
Now thousands of popular products are added to the Neckermann Direct platform every day, as RHCO has made arrangement to fulfill cross-border orders shipping directly from factories to customers.
History of Neckermann Direct
1950 : Founded by Dr. Josef Neckermann in Germany in 1950 and grew to be Europe’s largest mail order company. Catalogues distribution to over 3 million households.
1965 : Installed one of the first computers in its logistics department. Group turnover reached over DM 1 billion.
1967 : Opened its Netherlands’ operations, first catalogues sent to 175,000 Dutch households.
1979 : Opened its Belgium operations. Extended its offering to over 700,000 products, travel services, insurances and credit facilities. The credit facilities made Neckermann a household brand with its slogan: “Neckermann makes it happen”.
1984 : Neckermann.de GmbH was acquired by Karlstadt, one of Europe’s largest warehouse conglomerates.
1999 : Karlstadt merged with Schickedanz Handelswerte and was renamed to Arcandor. Became the largest retailer in Europe with combined turnover of EUR 5.5 billion.
2006 : Transformed from mail order to e-commerce company.
2010 : Sun Capital bought 100% of Neckermann from Arcandor. Introduced a turnaround plan to change Neckermann to a pure online retailer.
2012 : Otto Gmbh bought the Neckermann Benelux operations.
2013 : Otto sold the Neckermann Benelux operations to Axivate.
2016 : RHCO took over a majority in Neckermann Benelux and implemented a new strategy to rebuild.
2017 : RHCO bought 70% of Neckermann.
2020 : RHCO bought 25% of Neckermann through litigation.
2022 : Launched Neckermann Direct, a B2C e-commerce platform.
The Advantages of Neckermann Direct
l Brand Recognition : With high brand recognition and its long history, Neckermann Direct has already established a trustful brand image for both the European customers and Asian suppliers, unlike any other new platform.
l The Needs of Asian Merchants : Since May 2021, Amazon has blocked at least 50,000 Chinese merchant accounts, and Chinese cross-border E-commerce companies had suffered losses of more than 100 billion yuan (USD 14.93 billion) (up to Aug 2021). Neckermann Direct is helping those merchants to regain the business.
l Full Range of Products : RHCO has made arrangement to fulfill cross-border orders, shipping directly from factories to customers, and numerous popular products are added to the Neckermann Direct platform every day, including fashion, cosmetics, health care, jewelry, watches, mobile phones, electronics, home appliances, and much more.
l No Tax Hassles : European customers encountered various cross-border tax issues when they tried to order products directly from Asia. Through Neckermann Direct, all the taxes are handled on the platform with no more hassles.