03 zLabels


The story of our subsidiary zLabels is one of Zalando’s biggest success stories. zLabels was founded in 2010 and supplements the product assortment with brands designed in-house, such as mint&berry and Zign. Now made up of more than 400 creative minds from 35 different nations, the Berlin-based team has created no less than 17 brands in six years, including some of the top-selling brands in Zalando’s fashion store. The idea was not only to sell fashion, but also to use our experience to help create it.

“We tried a lot of different things in the beginning,” says Managing Director Jan Wilmking. “Today, our approach to developing new brands and products is far more strategic.”

As digital fashion company, zLabels focuses primarily on leveraging datadriven insights and combines them with a smart sense for trends. If metallic-look clothing, for example, turns out to be a big seller, zLabels gets shoes and bags in the same style into the store in no time flat. “We have one of the most flexible infrastructures in the market,” Wilmking says.

Due to its success in the Zalando fashion store, zLabels brands such as Zign will be made available via other channels. This approach is intended to leverage zLabels’ full potential as a digital fashion company in the market.


An inspiring success story: zLabels is growing incredibly fast – and going its own way.