Germany's OTTO joins other retailers with a store inside Stardoll's teen world

Teen fashion social world Stardoll has partnered up with OTTO, a Germany language retailer, to launch a store on the site featuring a new teen range and shopping experience. Aiming at markets in Germany, Austria and Switzerland, the store follows a test where users made a million visits to a pop up store.

OTTO owns two of the UK’s leading mail order companies, Freemans and Grattan, but wants to update its brand as affordable, trendy and cool with the move into Stardoll. Similar stores have been launched for DKNY, Miss Sixty, Alberta Ferretti and Elle on the site.

Stardoll was launched in 2005, has average age of 15+, 68 million active uniques globally and 2.9 million in German speaking markets.

Recently the publisher Random House created an interactive story project on Stardoll around the trend for vampire romance.

Stardoll has had $10m in venture capital from Index Ventures and Sequoia Capital since 2005 – a length of time which normally suggests the VCs are spinning their Blackberrys impatiently on the boardroom table.