Zalando adds beauty to new markets, boosts Lauder collab as beauty helps fashion sales

Zalando’s deep dive into the beauty category is continuing with the online retail giant launching its beauty offer in five new markets in the next two months, a key move given that beauty customers are also more likely to buy fashion. 


Zalando


They include Sweden, Denmark, France, Belgium and Italy. Sweden and Denmark launch today while France and Belgium will follow later this month, with Italy in mid-April.

And the company has also expanded its collaboration with The Estée Lauder Companies, adding eight new brands to its German beauty assortment and rolling out the products in the new markets.

The move follows a “successful launch” of beauty on Zalando across Germany, Austria and Poland last year. “Our strong beauty assortment with more than 10,000 products from over 250 brands resonates well with customers and we're excited to extend our beauty offering to more European customers,” Zalando’s head of beauty, Pamela Wade-Lehman, said.

And the Lauder expansion means it will launch new-to-the-site brands including Aramis, Bumble and Bumble, Darphin, GlamGlow, Smashbox, and Bobbi Brown in Germany. “New markets will have unique and tailored offerings,” it said.

The beauty move has clearly been important for the e-tailer. “We see that three out of five customers buy fashion products when shopping beauty, underlining that these offers go hand in hand,” Wade-Lehmann added.

The company debuted beauty for women in Germany exactly a year ago and added men's products in October before expanding to Poland and Austria at year-end.

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