German ecommerce giant Zalando is set to stock beauty products from Topshop as the two companies extend their partnership.
The service will initially offer 205 products across the eight markets where Zalando Beauty operates.
Pamela Wade-Lehman, head of beauty at Zalando, said the programme would help to offer a “one stop destination for fashion and beauty”.
“Zalando has been cooperating successfully with Topshop over the past years. We are now excited to expand this partnership by becoming Topshop’s partner for Beauty products,” she said.
Paul Price, CEO of Topshop Topman, said: “Zalando will be the first European partner to offer customers a Topshop fashion and beauty offering in one destination.
“Loved by editors and influencers across the globe, we are excited to bring Topshop Beauty to Zalando’s style-minded audience.”
Zalando has been expanding its beauty category in 2019, launching in Sweden, Denmark, France, Belgium and Italy. It began offering the service in Germany, Austria and Poland in 2018.
Since 2014, Topshop has operated dedicated “brandshops” on the Zalando site through the latter’s Partner Programme. The programme allows brands to sell on Zalando while maintaining control over their products’ presentation, with notable participants including Hugo Boss.
For Topshop, the tie-up offers exposure to a large market of customers, while it allows Zalando to offer a wider product range and offer a one-stop fashion stop.
In March, Zalando said that its partner programme accounted for 10% of the €6.6 billion in sales passing over its platform.