Global online fashion giant Zalando has revealed it will open two more physical outlets in its home market of Germany during 2018.
The multibrand etailer already has Oulets in Berlin, Frankfurt am Main and Cologne and will be adding two further stores in Leipzig and Hamburg in city centre locations. Leipzig will open in early summer while Hamburg will open in late summer.
Both outlets will be similar in scale to the Hamburg store, which covers 1,000 sq ft and will stock a range of Zalando own-brand products as well as products from other designers and brands from previous seasons.
“In total, we are talking about around 20,000 products and 500 different brands. Our outlets make the Zalando product world tangible and accessible for an often much smaller price,” said managing director of Zalando Oulets Dorothee Schönfeld.
“We offer discounts of up to 70%, and what’s exciting is that we are still talking about high-quality goods, but goods that we could no longer sell in the online store, for example because they are only available in a few sizes or a button is missing,” she added.
Zalando says it will work with architects Design In Architektur to create high quality and individual interiors for the outlet stores and says details will emerge soon, but ideas include wide aisles, large fitting rooms and seating areas for relaxation. “The customer is especially in the focus of the design. He or she should feel comfortable and be able to discover the Zalando Outlet world in a stylish and high-quality ambience; we don’t want rummage tables,” Schönfeld said.
She added that digital remained the main focus for Zalando but said that they physical Outlet stores complemented the online model. “[…] the Outlets are a good way of dealing with excess stock or other goods that can no longer be offered online – so-called B-goods – where a button is missing or something similar,” she said.
“Although we are constantly working on making purchases that are suitable for the online shop, overstock cannot be completely avoided in the fashion industry because there are many unpredictable external factors that determine sales, the weather, for example. The larger Zalando becomes, the greater the need for Zalando Outlets. The Leipzig and Hamburg Zalando Outlets will certainly not be the last stores we open,” Schönfeld concluded.