German fashion web shop Zalando will be opening its very first Belgian pop-up store next week. This pilot store will be temporarily located in the Rue Léon Lapage in the historic centre of Brussels.
"Connect offline and online"
The temporary store will be open on 22 and 23 November, which would be just in time to introduce its fall collection to the consumer, right before the holidays. With this store, Zalando wants to make its service and its products tangible, allowing consumers to become convinced by the ease of online shopping.
"Through the means of a pop-up store, we can inform the consumer of our wide array of products and our unique service. It also allows us to answer any possible question about Zalando immediately. We may get in touch with a specific type of consumer, who is not yet familiar with our online shopping concept. With inspiration and information as central pillars, this pop-up store enables us to approach the Belgian consumer", country manager Marijn van Roij has stated.
Zalando was founded in 2008, but has only become active in Belgium last year. The web shop is mostly known for its ‘screaming’ ads, but insiders note its explosive growth. The German-based company’s turnover soared 125 % last year, reaching 1.15 billion euro.
(Translated by Gary Peeters)