Zalando
A major European digital platform for fashion, footwear, beauty and lifestyle products.
Last updated August 27, 2026
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Overview
Zalando SE is a German multinational e-commerce company headquartered in Berlin. Founded in 2008 by Robert Gentz and David Schneider with backing from the Samwer brothers, it began as an online footwear retailer influenced by the US model of Zappos. The company soon broadened its assortment to apparel, accessories and other fashion categories, while expanding from Germany into markets across Europe. Its name was derived from the Spanish word zapatos, meaning shoes. Zalando developed from a conventional online retailer into a platform business. In addition to selling products directly, it allows fashion brands and other retailers to list inventory through its Partner Program. The company also operates private-label brands, the Lounge by Zalando shopping club, selected physical outlet stores in Germany, and services covering logistics, software and marketing for commercial partners. Beauty was added as a major category in 2018, initially in Germany, Poland and Austria. Pre-owned fashion is also available through the main platform after the standalone Zircle resale application was discontinued in 2022. The company expanded rapidly during its early years. It entered the Netherlands and France in 2010, the United Kingdom, Italy and Switzerland in 2011, and several Nordic, Benelux and southern European markets in 2012. It was listed on the Frankfurt Stock Exchange in 2014 and joined the MDAX in 2015. In 2021 it became a member of the expanded DAX index. Its growth model has relied on centralized logistics, cross-border fulfillment, a broad multi-brand assortment and increasing use of technology to connect customers, brands and retailers. Zalando has also pursued adjacent initiatives. It acquired the basketball-focused retailer Kickz in 2017 and purchased the Bread & Butter fashion trade fair in 2015, transforming it into a consumer-oriented event before discontinuing it in 2018. In 2024 it announced plans to acquire About You, another European fashion-commerce company, together with its technology subsidiary Scayle. The transaction was completed in 2025, subject to regulatory approval, and About You became a wholly owned subsidiary. The brand positions itself as a broad European fashion and lifestyle marketplace rather than a traditional department store. Its offer combines branded and private-label merchandise, convenience-oriented delivery and returns, personalization, partner services and digital fashion discovery. Its principal challenges include fulfillment costs, marketing expenses, labor conditions in logistics, return economics, environmental targets and competition from other online marketplaces. The company has also tightened parts of its return policy and opened its logistics platform to external businesses. Zalando remains active across European markets, with fashion, footwear, beauty, platform services and logistics forming the core of its business.
History
Zalando was established in Berlin in 2008 by Robert Gentz and David Schneider, with early investment from the Samwer brothers. The founders drew inspiration from Zappos and initially concentrated on online footwear. The business expanded its assortment into apparel in 2010 and rapidly entered additional European markets. Austria was served from 2012, while the United Kingdom, Italy, Switzerland, the Nordic countries, Belgium, Spain and Poland were added during the company's early internationalization. A major strategic shift occurred during the 2010s, when Zalando began developing from a retailer into a technology-enabled platform. Through its Partner Program, external brands and retailers could sell inventory through Zalando's customer-facing channels. This model complemented direct retailing, private-label products and the Lounge by Zalando shopping club. The platform approach allowed Zalando to increase assortment and geographic reach without owning all merchandise. Zalando went public on the Frankfurt Stock Exchange in 2014 and entered the MDAX in 2015. That year it began selling Topshop merchandise online, acquired the Bread & Butter fashion trade fair and used high-profile advertising, including campaigns featuring Cara Delevingne. The Bread & Butter event was reformatted as a public fashion festival in 2016, but the company discontinued it in 2018 as its strategy changed. Zalando acquired German basketball retailer Kickz in 2017, adding specialist physical retail capabilities. Beauty became an important category in 2018, when Zalando launched beauty operations in Germany, Poland and Austria and opened a Berlin concept store. It also expanded relationships with physical retailers and entered Ireland and the Czech Republic. The company continued to rely largely on centralized logistics and existing fulfillment infrastructure to serve new markets. Labor relations and working conditions received heightened attention in the 2010s following television reports concerning logistics contractors and Zalando fulfillment operations. The company faced criticism over monitoring, work intensity, staffing arrangements, pay levels and workplace facilities. Zalando stated that it would scrutinize service providers more closely. A works council was elected in Germany for the first time in 2020. In the same period, co-CEO Rubin Ritter announced that he would step down in 2021. During the 2020s, Zalando continued to broaden its platform and sustainability agenda. It retained pre-owned fashion after closing the separate Zircle app in 2022, reported progress on greenhouse-gas reductions and science-based targets among partners, but acknowledged that several environmental goals remained unmet. In 2024 it announced both a share buyback and the opening of its logistics platform to outside companies, potentially beyond fashion. Its acquisition of About You, announced in 2024 and completed in 2025, strengthened its position in European fashion e-commerce and added Scayle's commerce technology business. More recently, the company adjusted return rules and announced the planned closure of its Erfurt fulfillment center.
- 2025
About You becomes a wholly owned subsidiary
[1]Zalando completes the acquisition after regulatory approval.
- 2024
About You acquisition announced
[1]Zalando announces an approximately €1.13 billion agreement to acquire About You and Scayle.
- 2022
Zircle is discontinued
[1]Zalando closes its standalone resale app while retaining pre-owned fashion on its main platform.
- 2021
Zalando enters the DAX
[1]The company joins Germany's expanded 40-member DAX index.
- 2018
Beauty category launch
[1]Beauty launches in Germany, Poland and Austria, supported by a Berlin concept store.
- 2017
Kickz acquisition
[1]Zalando acquires German basketball-footwear retailer Kickz.
- 2015
Bread & Butter acquisition
[1]Zalando acquires the fashion trade fair and later presents it as a public fashion festival.
- 2014
Frankfurt listing
[1]Zalando becomes a publicly traded company on the Frankfurt Stock Exchange.
- 2010
International expansion begins
[1]Zalando enters the Netherlands and France and expands from footwear into apparel.
- 2008
Zalando is founded in Berlin
[1]Robert Gentz and David Schneider establish Zalando as an online footwear retailer.
Products and positioning
A broad, digitally led European fashion and lifestyle marketplace serving consumers and commercial partners.
Online fashion marketplace · 2008
Zalando Marketplace
The core Zalando platform offers multi-brand and private-label clothing, footwear, accessories, sportswear and lifestyle products. It combines direct retail inventory with third-party merchandise supplied through the Partner Program.
Shopping club
Lounge by Zalando
A members-oriented shopping service offering time-limited promotions and discounted fashion and lifestyle merchandise.
Beauty · 2018
Zalando Beauty
Zalando's beauty assortment includes cosmetics and related products. The category launched in Germany, Poland and Austria in 2018 and was supported by a Berlin concept store.
Resale
Pre-owned fashion
The main Zalando platform supports buying and selling selected second-hand fashion. The company discontinued its separate Zircle app in 2022 but retained resale functionality.
Business services
Zalando logistics and platform services
Zalando provides logistics, software and marketing capabilities to partners and announced plans to make more of its logistics platform available to external companies.
Controversies
2023
Sustainability targets remain partly unmet
Zalando reported progress on emissions reduction and partner science-based targets but did not meet several environmental objectives, including the planned elimination of single-use plastic packaging and targets related to product life extension and preferred materials.
2015
Complaint over product-availability marketing
The Centre for Protection against Unfair Competition in Germany sued Zalando, alleging that scarcity messages could mislead consumers about the availability of products. Zalando stated that it had changed the relevant marketing practices.
2014
Television investigation into warehouse labor practices
An RTL documentary reported allegations concerning work intensity, break rules, monitoring and conditions at Zalando's Erfurt logistics center. Zalando disputed or declined to comment on aspects of the reporting and filed a complaint concerning disclosure of corporate information.
2012
Criticism of logistics working conditions
A ZDF report concerning a logistics provider near Berlin criticized working conditions, surveillance, limited space, facilities and the use of agency labor in operations serving Zalando. The company said it would examine service providers more strictly.
Marketing campaigns
- 2023Zalando Visionary Award
Europe
In partnership with Copenhagen Fashion Week, Zalando established an award recognizing designers and brands pursuing transformative approaches to fashion. Winners receive a monetary prize and an opportunity to present at the August fashion show.
Outcome. Reported winners were Paolina Russo in 2023, Sinéad O'Dwyer in 2024 and IAMISIGO in 2025.
- 2016Bread & Butter by Zalando
Germany
The acquired Bread & Butter trade fair was presented as a public fashion festival at Berlin's Arena, attracting approximately 20,000 visitors according to the reference material.
Outcome. Zalando discontinued the event in 2018 after a strategic shift.
- 2015Cara Delevingne fashion campaign
Germany · Switzerland · France
Zalando used advertising featuring model Cara Delevingne to support its fashion positioning in several European markets.
Outcome. The campaign accompanied the company's broader move beyond footwear into fashion.
Brand decisions
2025
Shortening of the free-return periodPrice changeBackground
Zalando sought to manage the operational and financial cost of returns.
Action taken
The free-return period was reduced from 100 days to 30 days for customers in Germany, the Netherlands and Italy.
Aftermath
The company also announced that a small group of customers identified as abusing returns could be barred from new orders for one year.
2024
Agreement to acquire About YouM&ABackground
Zalando pursued greater scale and technology capabilities in European fashion e-commerce.
Action taken
It agreed to acquire About You and its Scayle subsidiary for approximately €1.13 billion, or €6.50 per share.
Aftermath
The transaction was completed in 2025 after regulatory approval, with About You becoming wholly owned by Zalando.
Announced transaction value. Approximately €1.13 billion (December 2024 announcement)
2022
Consolidation of resale operationsStrategyBackground
Zalando reviewed the role of its standalone resale application.
Action taken
The company discontinued Zircle while retaining pre-owned buying and selling on its main platform.
Aftermath
Resale remained part of the core marketplace rather than a separate application.
2018
Launch of Zalando BeautyProduct launchBackground
Zalando aimed to broaden its fashion marketplace into adjacent lifestyle categories.
Action taken
Beauty operations launched in Germany, Poland and Austria, with a Berlin concept store.
Aftermath
Beauty became an additional category within the Zalando assortment.
2013
Transition toward a European digital platformStrategyBackground
Zalando sought to expand beyond direct online retail and increase assortment and reach through external fashion brands and retailers.
Action taken
The company developed the Partner Program and increasingly operated as a digital marketplace.
Aftermath
The platform model became a central part of Zalando's business alongside direct retailing and private labels.
Recent events
ISO.POETISM BY TOBIAS BIRK NIELSEN wins Zalando Sustainability Award[3]
Reported:
ISO.POETISM BY TOBIAS BIRK NIELSEN won this year's Zalando Sustainability Award. The winner receives a €20,000 financial prize and the chance to co-develop an exclusive collection with Zalando.
Zalando announces new COO and CFO appointments[4]
Reported:
Zalando announced that David Schröder would assume a newly created Chief Operating Officer role and that Dr Sandra Dembeck had been appointed Chief Financial Officer. The refined management board setup was to take effect on March 1, 2022.
Zalando launches the #JoyIsOurs holiday campaign[5]
Reported:
Zalando launched its #JoyIsOurs holiday campaign across Europe, featuring video, outdoor and social content encouraging people to share moments of joy.
Zalando extends Homerr returns service in the Netherlands[6]
Reported:
Zalando extended its returns-service partnership with Homerr in the Netherlands from a pilot involving 500 social drop-off points to 1,500 nationwide Homerr points.
Zalando launches Activists of Optimism campaign[7]
Reported:
Zalando announced the launch of its Activists of Optimism summer campaign, featuring videos and images of people promoting optimism and positive action.
Zalando announces pre-owned offer expansion to seven markets[8]
Reported:
Zalando announced that from April 22 customers in Austria, the Czech Republic, Denmark, Finland, Ireland, Italy and Sweden would be able to trade in pre-owned garments directly on Zalando and shop its Pre-owned category.
Zalando reports preliminary first-quarter 2021 results[8]
Reported:
Zalando reported preliminary first-quarter 2021 figures, including gross merchandise volume of €3.13 billion to €3.17 billion and projected revenue of €2.22 billion to €2.26 billion.
Zalando launches sustainable-fashion browsing experience[8]
Reported:
Zalando launched a fashion-store experience that lets customers browse its more sustainable assortment according to the values they care about.
Zalando CEO Rubin Ritter announces planned departure[9]
Reported:
Zalando said co-chief executive Rubin Ritter informed the company of his decision to step down in 2021, more than two years before his contract ends.
Zalando receives approval for emissions-reduction targets[10]
Reported:
Zalando reported that its targets to reduce operational carbon emissions by 80% and emissions from private-label product production by 40% had been approved by the Science Based Targets initiative.
Sources11 sources
- 1Zalandoen.wikipedia.org
- 2Zalando corporate websitezalando.com
- 3ISO.POETISM BY TOBIAS BIRK NIELSEN获得Zalando可持续发展奖highsnobiety.com
- 4Zalando 宣布任命新首席运营官和首席财务官wallstreet-online.de
- 5Zalando推出#JoyIsOurs节日营销活动prnewswire.com
- 6Zalando 扩大与 Homerr 在荷兰的退货服务合作postandparcel.info
- 7Zalando推出“乐观行动者”营销活动prnewswire.com
- 8Zalando宣布将二手商品服务拓展至七个市场internetretailing.net
- 9Zalando首席执行官Rubin Ritter宣布计划离任businesstoday.in
- 10Zalando减排目标获批edie.net
- 11Zalando CEO steps down to 'prioritize' wife's career, to give up $112 million bonusnewindianexpress.com
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