The About You App from About You SE & Co. KG - quiet try-on mode and flexible shopping
26.06.2026 - 21:54:47 | ad-hoc-news.de
Reviewed: ad hoc news Lifestyle & Consumer desk. Edited and checked on 2026-06-26, 21:54. Details in the imprint.
The About You App greets you with a bright storefront of moving outfit tiles, each shifting as you scroll with your thumb on the glass. Within seconds your feed feels personal, as if a quiet stylist has rearranged the entire shop just for you.
What the app actually offers
The About You App is the central mobile gateway to the Hamburg-based fashion platform, bundling womenswear, menswear and kids fashion from more than 3,800 brands in one interface. It focuses on curated inspiration rather than simple search, with stories, influencer edits and seasonal themes lined up like magazine covers.
Core functions include personalised recommendations, wishlists, push alerts for price drops and a unified checkout that stores delivery addresses and payment methods across markets. A user can tap through sizes and colours with a thumb, feeling the subtle vibration of the phone with each selection.
How personalisation feels in hand
About You builds its app experience around a logged-in profile that tracks brands, sizes and styles you interact with, then reorders the feed over time based on those signals. For a regular shopper, the home screen gradually drops irrelevant labels and surfaces familiar cuts, making the scroll feel tidier and more focused.
Product manager Tarek Müller, also co-founder of About You, has repeatedly described the app as a blend of shop and social feed, where browsing should feel as easy as flicking through posts on a couch. That ambition is visible in the soft card layout and big photo tiles that dominate each screen.
Background on About You SE & Co. KG shares
The About You App sits at the core of the company’s digital fashion platform and is closely watched by holders of About You SE & Co. KG shares.
Try-ons, returns and payment
One practical pillar of the About You App is its handling of returns, with clear status tracking and digital labels for parcels in supported markets. The company positions free returns and extended try-on at home as part of the promise that users can test outfits in a familiar mirror before committing.
Payment options include common cards, PayPal and local methods such as Klarna in Germany, wrapped in a one-page checkout that emphasises speed over form filling. When you confirm a purchase, the phone vibrates once and the order card slides into a dedicated timeline.
Where the app still annoys
Despite the tidy design, About You’s app can feel busy during major campaigns, with overlapping banners and promo tiles crowding the top of the feed. For users who prefer a calmer rack of basics, that can be a sobering first impression before filters are applied.
Load times vary noticeably between Wi-Fi and mobile data, especially when high-resolution editorial photos fill the screen. On older phones the scroll occasionally stutters, reminding the user that the heavy visual focus has a performance cost.
Regional reach and language support
About You operates its app across large parts of continental Europe, including Germany, Austria, Switzerland, the Netherlands and several Eastern European markets. The app localises currencies, languages and delivery options, while keeping a consistent visual identity and navigation pattern.
Fashion inventory depends on national assortments and brand contracts, so a sneaker highlighted in a German feed may not appear in a Czech one. Still, the core functions of search, recommendations and order tracking remain comparable across countries.
Company context and shares
About You SE & Co. KG, headquartered in Hamburg, has grown from a local fashion start-up into one of Europe’s better-known digital fashion platforms since its launch in 2014. The About You App is central to that story as the day-to-day touchpoint for its core customer base.
About You SE & Co. KG shares (ISIN DE000A3CNK42) are listed on the Frankfurt Stock Exchange, where investors watch customer growth and app engagement as key indicators rather than short-term campaign noise.
Key facts on the About You App
- Product: About You App
- Manufacturer: About You SE & Co. KG
- Category: Lifestyle & consumer app
- Launch: Initial rollout since mid-2010s, expanded across Europe over subsequent years
- RRP / Price: Free to download, standard shipping and returns conditions vary by market
- Availability: iOS and Android app stores in multiple European countries, including Germany
- Target group: Fashion-conscious online shoppers seeking curated inspiration and flexible try-ons
- Highlight / USP: Personalised fashion feed combined with app-native returns handling and localised payment options
This article was AI-assisted and editorially reviewed. Product information without guarantee; prices and availability may change at short notice. No investment advice, no buy or sell recommendation. Stock-market transactions involve risks up to total loss.
