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Zalando expands beauty category into five new markets

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Zalando will expand its beauty category to five new European markets over the next two months.

The German fashion retailer launched the offer in Sweden and Denmark on 5 March, with France and Belgium to follow in March and Italy in mid-April.

Zalando has also expanded its collaboration with the Estée Lauder Companies, adding eight prestige brands to the beauty category in Germany. In addition, several of company’s brands will be launched in the new markets.

The retailer first launched its beauty category in Germany in March 2018 and Poland and Austria at the end of the year.

Pamela Wade-Lehman, Head of Beauty at Zalando SE, said: “With Beauty, we want to empower our broad customer base to complete their style choices with the latest in global beauty trends including natural, Korean and science-driven brands. We have three out of five customers to buy fashion products when shopping for beauty.”

She added: “Our strong beauty assortment with more than 250 brands resonates well with customers in Germany, Austria and Poland, and is pleased to extend our beauty offering to more European customers.”

Zalando recently said that its partner programme now accounted for 10% of the €6.6 billion in sales passing over its platform. The programme allows brands to sell on Zalando while maintaining control over their products’ presentation, with notable participants including Hugo Boss.

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