Why sports is becoming a key category for Zalando

Zalando is evolving from a generalist to a “multi-specialist” with an increasingly sophisticated sports offering: premium running and cycling offerings are growing strongly, with more demand for technical products.

A distinctive destination

Zalando’s ambition is to make sport a distinct lifestyle ‘destination’, with a sharply curated offer and editorial experience, General Manager Sports Nina Graf-Vlachy says. “We see a huge untapped potential: over 85 % of our customers are active in sports weekly, yet many still do not buy the majority of their sports products on Zalando. Our goal is to create a specialised and compelling experience that makes Zalando the first place people think of for sports. It’s not just about adding more products, it’s about building a distinct destination, combining the best products, content and advice to become the sports multi-specialist of choice in Europe.”