Fashion retailer BONPRIX is celebrating its 40th anniversary in 2026 with a comprehensive, three-month marketing campaign. Under the motto "Celebrating 40 in Style," the company is putting women over 40 where they belong: in the spotlight.
The campaign was photographed by Jana Gerberding, and the post-production was handled by the professionals at Hamburg-based RETOUCHED-STUDIOS.
Bonprix's campaign launched in mid-April 2026 in Germany and its core European markets. This was followed by out-of-home advertising and social media activations, and an event is currently planned in Hamburg.
Forty years – naturally, there are plenty of discounts and contests, as well as limited-edition products and branded shipping packaging.
“Our anniversary is much more than just a reason to celebrate. Above all, it’s an opportunity to show our customers how important they are to us. That’s why we’re focusing on their lifestyle and self-image, showcasing women in powerful looks with clear messages.” – Dr. Nicolai Johannsen, Chief Marketing Officer, bonprix.
The campaign was developed in collaboration with the creative agency Wynken Blynken & Nod.
Bonprix was founded in Hamburg in 1986 and is now active in 16 European countries. The company is part of the Otto Group and positions itself as an internationally operating fashion brand in online and mail-order retail.
GoSee : bonprix.de