[1] Founded in 2014 as a subsidiary of Otto Group, in 2018 its status changed to that of a portfolio company due to a shift in the shareholder balance.

[15][16] Before starting Collins, Tarek Müller had already attained some prominence in Germany as a young serial entrepreneur, having developed his first income-generating website at the age of 13.

[17][18][19] About You webshops were launched in Austria and Switzerland (2015), the Netherlands and Belgium (2017), Poland and the Czech Republic (2018), Hungary, Slovakia and Romania (2019), Slovenia, Estonia, Latvia, Lithuania and Croatia (2020).

[23] Since November 2017, About You has offered its e-commerce infrastructure (software for webshops), an in-house development, under the name "About You Cloud" as a licensed product to other online retailers.

[29] About You has implemented a cross-channel marketing approach with the smartphone app as its most important sales channel, generating 75 percent of the company's revenue.

[1][32][33] The shop's target customer base are women and men between the ages of 18 and 49, but it has also started (in 2019) selling children's clothes.

[41] Starting on April 20, 2019, an afternoon TV-Show named "All About You – das Fashion Duell", with the company as official title sponsor, has run for ten episodes, also on ProSieben.

[51] In 2019, the "About You Cloud" (the proprietary webshop infrastructure software that the company licenses to other online retailers) has received the "Deutscher Exzellenzpreis" ("German Excellence Award") in the category "Cloudservices".