C&A is ending its partnership with online marketplaces. The fashion retailer sees opportunities to grow with its own digital channels and ‘C&A for you’ membership programme.
Not enough return
C&A has been working with Wehkamp since 2008, and expanded that collaboration to Amazon and Zalando in 2022. The fashion retailer hoped to attract new customers through these marketplaces, who would then also make their purchases directly in C&A’s webshop and shops.
However, that turned out not to be the case, an extensive evaluation reveals. Moreover, the marketplace activities did result in higher sales, but not in the expected margins. Therefore, C&A is now making agreements with Amazon, Wehkamp and Zalando on a controlled closure.
From now on, the fashion company will focus on strengthening and growing its own digital channels, with an important role for the ‘C&A for you’ membership programme. That programme, launched last year, should help the retailer build long-term customer relationships.
“The programme had a successful launch with almost four million members across Europe, and we strongly believe in the growth trajectory ahead. We are convinced that we have the potential to modernise, simplify and grow our digital business”, Chief Digital & Transformation Officer Wim Blaauw explained.