German online fashion store Zalando seeks to evolve into a store platform, instead of being a mere store like it is now. To achieve that goal, it want a closer collaboration with clothing brands.
Brands get own "brand store"
Brands should be able to go to Zalando and open their own "brand store", which should facilitate the European distribution of their clothing. With this new approach, Zalando is primarily targeting brands that want a European launch or new brands that are not interested in opening local stores.
Manager Rubin Ritter has told German WirtschaftsWoche magazine that this new strategy is the path with the biggest growth potential, with an estimated 20 to 25 % growth per year.
Zalando will have to invest a considerable sum in new technology to achieve its ambition as it also wants a sizable increase in tablet and smartphone consumers. About half of Zalando's visitors came through a mobile device in December 2014.