Zalando’s personal styling service Zalon launches in Sweden

Translated by
Barbara Santamaria
today Nov 14, 2018
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Zalon, Zalando’s personal styling service, launched in 2015 in Germany, Austria and Switzerland and expanded into the Netherlands and Belgium in 2016 and 2017. Now, the service is also available for customers in Sweden.


The service was launched with the idea of connecting stylists and consumers in a convenient way. And the concept was successful: the service has sold 1.4 million outfits since its creation in 2015. According to Zalando, Zalon currently puts together several thousands outfits each day.

The 100-strong Zalon team works closely with stylists to help customers find their style. The service itself has also evolved. “For example, we learned that customers prefer messaging to calls,” says CEO Ivo Scherkamp. “People can communicate with us in a way that suits them.”

When online shopping began, it was all about availability and convenience. Expectations for a personal styling service were much lower. But as e-commerce has progressed, customers have come to expect a more sophisticated offer in terms of assortment, convenience and user experience. That is why Zalando’s Zalon focuses on personalisation, matching relevant products to individual customers.

Zalon combines the Zalando range with a host of experienced stylists who create tailored outfits for customers based on their preferences. According to the e-tailer, no other company has access to such a broad selection of brands in Sweden, Belgium or Switzerland.

As such the service has continued to expand and has recently launched in Sweden. “Zalon has been adopted positively in our existing markets, and we see that mature e-commerce markets seek a high level of personalisation and can adopt the service easily and intuitively,” Scherkamp said.

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