By  on February 13, 2019

HAMBURG — Other fashion retailers may have dipped a toe into the digital waters, but Bonprix is jumping into the deep end.

Germany’s second-largest fashion e-tailer after Zalando today opens an ambitious concept store in its hometown, Hamburg, in premium retail territory. Bonprix managers say the pilot store, the fruit of three years of development, will offer a combination of online and off-line retail that has more in common with Amazon Go supermarkets than most apparel retailing.

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