Zalando’s Unique
Lifestyle Product Range –


Zalando offers fashion in all its many facets – and from spring 2018, its range will be complemented by beauty products. Soon everyone will be able to find the beauty buys they need to underline their style. Individually, democratically, and personalized for them.

At Zalando, we make sure our assortment is as big and as bold as our ideas. Almost 2,000 brands, more than 300,000 styles and 95% of all products brand new every season: we think big and act fast, bringing a fresh assortment to our 23 million active customers daily. Across our categories – men, women, kids, sports, premium, and more – about 900 new products are activated daily, bringing fashion freshness to our customers in 15 markets across Europe. In 2017, we welcomed major new fashion brands, including vertical fashion partners like Inditex and H&M: Oysho, Pull&Bear, Stradivarius and H&M’s “Weekday” are now part of our online store’s exciting collection.

Zalando offers fashion freshness with 95% of all products brand new every season.

How We Do Fashion

Drawing on the expertise of our International and Fashion Forward Team, we curate our product range using three segments: Directional, Trend and Casual, delivering a sophisticated and personalized customer experience, no matter your preference. “Glocal” is the name of the game when curating our brand portfolio: global relevance, but with an insider’s eye for local trends. For example, brands like Finery London and Samsoe & Samsoe are able to transmit their brand personality and local fashion vocabulary to our European customers. As a fashion company, we know a thing or two about tailoring. We saw this with the launch of Oysho in the Netherlands and Denmark, where we tailored our campaign specific to those markets. We operate in 15 deeply varied markets, so our communications, campaigns, payments, logistics keep those variations in mind.

Fashion culture is always shifting and evolving and 2017 saw increased visibility in sustainable fashion. The respectful use of resources and socially responsible production is becoming increasingly important for our customers. The number of environmentally-friendly, sustainable brands in our product range is growing accordingly, with examples including hessnatur, Nudie Jeans, Kings of Indigo and Armedangels.

Choose your area:

We empower customers to connect with our assortment whatever their personal style, size and budget. Zalando gives its customers the fashion they want at the price they are willing to pay. It’s all about fashionability and every price segment features the hottest trends of the season.

Online has exploded the limits of what customers have access to: more brands, more fashion lines, more opportunities to combine affordable fashion with high-end products. We want to be present in that space, and with this in mind, we added almost 80 new brands in the premium sector in 2017, including Kate Spade, J. Crew, Club Monaco, Sandro, Maje and The Kooples. Armani is another new addition, not to mention Belstaff, Jil Sander Navy, Frame Denim and Joshua Sanders – plus an exclusive collection with Polo Ralph Lauren Womenswear.

We draw on an assortment curated with every customer in mind. Our customers keep coming back precisely because they know we offer a wide range of items for every figure. At the start of 2017, for example, we launched the tall segment with brands like Dorothy Perkins, Topshop and our private label Kiomi Tall.

What’s a Fashion Store without exclusive products? We want to provide all our customers with exciting products at every entry point, and events like Bread & Butter are a huge part of this. At B&&B 2017 we launched more than 450 exclusive-to-Zalando products, speaking to our goal to offer “the world’s most coveted fashion stories and exclusive products, created with the customer in mind”.

Personalization is central to our store. miadidas, one of the numerous cooperation projects between Zalando and the sports brand adidas, is a prime example of how we continue to innovate customization. The interactive interface, miadidas allows customers to design their own shoes to their own tastes. What model do they prefer: the Superstar, the Adilette, maybe the Stan Smith? What color should the upper, the stripes, the laces, the heels and the soles be? How about some lettering? Their name, perhaps? The “two-of-a-kind” customized sneakers arrive six weeks later, totally fresh and unique to the customer’s designated address. Technicians, software developers and product managers from various departments worked together on the project. “A very special project with a highly motivated team”, summarizes Christoph Lange, VP Brand Solutions at Zalando. “And their hard work is paying off – for everyone involved.”

Zalando and adidas love exploring ‘firsts’ together and have been expanding the customer experience since their partnership began in 2010. Innovative, engaged and extremely active in our Fashion Store, with 21 brand shops in 12 countries, adidas has been a member of our partner program since 2015 and also worked with us on piloting one of the first projects in our integrated commerce approach.

Head-to-toe fashion is central to our vision, and in November 2017 we announced our beauty category, launching in Germany in the first half of this year, with a comprehensive range of cosmetics, skin and hair care products, fragrances, tools and accessories. The new category complements our current assortment and strengthens our position as a one-stop destination for fashion and lifestyle. From spring 2018, customers can truly “shop the look”, matching beauty products to attire directly from Zalando. What’s more, Zalando will combine its online presence with a dedicated offline experience by opening up a beauty concept store in Berlin. This lab environment will put the beauty-savvy customer first, offering a tangible product experience through a curated range of beauty products. The offline store will also be used as an event and test platform for product launches, tutorials and advice from beauty experts, allowing us to test digital use cases in an offline setting and get to know our beauty customers even better.