Zalando wants to be one-stop shop for children, with toys

Zalando has added toys to its product range in addition to clothing and beauty products, in an effort to offer a “one-stop shopping experience”.

Curated selection

Customers can also buy toys at the German fashion platform: even big brands like Lego and Mattel offer products there. But contrary to what various media recently reported, this is not new at all.

“We have been offering a curated selection of toys since 2019”, spokesperson Gilbert Kreijger told RetailDetail. This increased product range should allow customers to have a “one-stop shopping experience”, “where they can shop both children’s fashion and related items”.

All fashion and lifestyle

As such, toys and dolls will also be on sale in some markets, as part of the retailer’s lifestyle offering. The focus in the kids category will still remain on the fashion range in textiles, accessories and shoes, Kreijger emphasises.

As a “starting point for fashion”, Zalando wants to be the destination where consumers go “for all their fashion and lifestyle needs”. However, the German platform does not have real department store ambitions like Bol.com or Amazon. “Company-wide, the focus remains on fashion, beauty and lifestyle products”, the German company says.