Zalando will open an outlet in German city Frankfurt, which will become the online retailer’s second actual store, following Berlin. The 1000 sqm store is planned to open this summer.
Open to everyone
The biggest difference with the Berlin store is that the one in Frankfurt will cater to everyone, not only Zalando customers, according to local newspaper Frankfurter Algemeine Zeitung. Products that did not really sell well online, will be offered on sale in the Frankfurt store, with (large) discounts.
Clothes and shoes with minor damage will also be sold at a discount, with plenty of items actually being returned items. Zalando had previously confirmed that about half of the online items are eventually returned.
Zalando had already opened several pop-up stores, including in Milan and Amsterdam, but the purpose of those was to show the collection offline to shoppers, to get them interested in buying online. The new store will try out an entirely different approach.
(Translated by Gary Peeters)