Otto UK unveils new brands

Otto-owned Kaleidoscope has launched an “online one-stop
gardening shop”. has created a section
to set it apart from other gardening sites with “wow
plants” which offers hard to find specimens like witch
hazel, fritillaria, and its earliest big seller, golden

The group has also introduced German childrenswear mail order
brand, Kidoki, to the UK. The launch follows a successful test in
the Freemans catalogue and is part of a longer-term strategy to
bring brands from within the Otto Worldwide portfolio to the UK.
The first Kidoki catalogue is a 36-page book containing 300
lines, Otto describes the products as “bright fashion with
a continental edge”. Susan Delves, Otto’s head of group
concepts, expects the brand to perform well in the UK, commenting
that it has already proven itself to be a best-seller in Europe.


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