Observed Signal · Jun 23, 2026 · Product Launch · Source: absatzwirtschaft · Impact: 3/5 · Sentiment: Positive
About You and ProSiebenSat.1 Launch Everly Brand
In March 2026 About You and ProSiebenSat.1 launched Everly, a jointly created fashion brand that combines About You’s e-commerce platform and customer data with ProSiebenSat.1’s TV reach and brand-building capabilities. The first collection of about 60 organic-cotton basics is sold exclusively on About You, with TV spots and sponsorships (including Germany’s Next Topmodel) driving awareness. About You’s Julian Jansen (VP Marketing Innovation) describes the approach as a data-driven, channel-complementary model that links inspiration on TV with immediate commerce, using social creators and targeted content to convert reach into sales. Early signals included Google Trends spikes, top search placements in About You’s search bar, and rapid sell-outs of some items.
Demonstrates a scalable broadcaster–retailer partnership model that directly links TV reach with e-commerce first‑party data and commerce, illustrating an actionable retail‑media strategy relevant to marketers, broadcasters and retailers.
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Key Takeaways & Evidence Grounding
- About You and ProSiebenSat.1 launched the joint fashion brand Everly in March 2026.
- The first Everly collection comprises around 60 basic garments made from organic cotton and is sold exclusively on About You.
- About You provides the e-commerce platform and customer data; ProSiebenSat.1 supplies TV reach and brand-building through exclusive TV spots and sponsorships.
- Sponsorship around Germany’s Next Topmodel and creator content generated measurable awareness signals (Google Trends and top-3 search placements); some items sold out quickly.
- Julian Jansen, VP Marketing Innovation at About You, is quoted describing the collaboration as a data-driven, complementary model linking media reach and commerce.
Connected Companies & Entities
3 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Amazon Dominates German E-Commerce with 63% Market Share
A study by IFH Köln and General Evidence reveals Amazon's continued dominance in German e-commerce, with €69.1 billion in sales in 2025, representing 63% of the total €110 billion market. 97% of German online shoppers use Amazon, and 59% hold Prime memberships. Amazon's own sales account for 17.2% of the market, while third-party marketplace sellers contribute 46.1%. Beyond its own sales, Amazon influences 41% of examined turnover through its platform and services. Competition is rising from Asian platforms like Temu and Shein, and domestic players Otto and Zalando, but Amazon remains dominant due to product selection, convenience, and delivery speed. The study highlights growth potential in the FMCG sector, where online penetration is only 4.9% but Amazon already holds a 46.1% share of online FMCG sales. The Bundeskartellamt fined Amazon €59 million for anti-competitive practices, which it is appealing.
Seven.One Media launches AdManager for SMEs in Germany
Seven.One Media, the advertising arm of ProSiebenSat.1, has launched 'AdManager', a self-service tool enabling small and mid-sized companies to plan and execute addressable TV campaigns on connected TVs. The tool, already used by MFE clients in Italy and Spain, lowers the entry barrier to TV advertising for smaller businesses. Advertisers can book L-shaped SwitchIn formats and target audiences using various criteria, with regional targeting options. A real-time dashboard allows campaign performance tracking and optimization. The launch is supported by a promotional campaign across ProSiebenSat.1 channels and digital platforms. Nicola Lussana, Seven.One Media CEO, emphasized the Mittelstand's importance as a growth engine and the tool's role in democratizing access to Big Screen advertising.
The Voice Hits Streaming Record, Babylon Berlin Strong
The AGF's program brand measurement data for calendar week 39 (September 21-27, 2026) shows that 'The Voice of Germany' reached a new streaming record of 511,000 unique viewers on Joyn, crossing the half-million mark for the first time since the metric was introduced in 2024. It was the strongest Joyn brand of the week. Meanwhile, ARD's 'Sportschau' led the overall streaming ranking with 1.767 million viewers, helped by the German national football team's match against Greece, closely followed by 'Babylon Berlin' with 1.75 million, which remained the most-watched fiction title. RTL's 'Oktagon MMA' also posted a streaming best outside the top 20. The data covers streaming on the providers' own platforms, excluding YouTube and social networks, and represents net reach, not average viewership.
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