Zalando says goodbye to own brands?
Zlabels was founded in 2010. In order to fill the niche in our assortment, offering customers products that were not provided by our partner brands -explained Co-Coo Zalando David Schneider.
Over the past 10 years, our activity has become more attractive to both clients and brands. Because the strategy is very important to us and we are constantly introducing new brands, we decided to think about our range, including our own brands – added Schneider.
What will happen to Zlabels?
From April 1, a company that supervises Zalando own brands such as Even&Odd, Kiomi, Mint&Berry or Nign, will cease to exist. Employees, and there are as many as 550 in Zlabels, they received cooperation offers in other Zalando projects. Closing Zlabels, however, does not mean the entire resignation from own brands.
Zalando own brand – Kiomi, source: Zlabels.com
New Zalando strategy
The new strategy assumes that Zalando's own brands will still be available (currently there are 11), except that their offer will change a little. Starting from spring 2020. brandy Zalando will focus on everyday clothing, footwear and accessories. Less trends, more timelessness.
Will the idea of taking over the "base" sector will work? Bearing in mind how rich the Zalando offer is – the competition is really great. On the other hand, affordable prices for "Basic " Products can be attractive to customers who are looking for more expensive ones on Zalando, trends products, and the bases are just a complement to them a wardrobe.
Zalando own brand – mint&Berry, source: Zlabels.com
A new idea for own brands is part of a wider Zalando strategy. On the one hand, the platform limits its own offer brands to very commercial basic, On the other hand, even very niche brands invites you to cooperation. Connecting business and image? It can work.