Changed strategy
Until last year, it seemed like Zalando was trying to upgrade its own brands as a means to get higher margins and finally reach profitability, something the chain has not yet managed to do. Kiomi, one of its own brands, even got its own sales platform, with no ties to Zalando, in an attempt to increase the luxury brand’s stature.
Not even nine months later, the Kiomi shop was closed down and the brand returned to the Zalando web shop. That was not the most drastic measure Zalando has taken, as Pink Loop and Magnificent have no more new products, with Seven Seconds now also on the cutting floor.
Zalando has now slimmed down to 12 own brands: Anna Field, Even&odd, Fullsto, Kiomi, Mai Più Senza, Mint&berry, Pier One, Stups, Taupage, Twintip, Your Turn and Zign. These twelve brands combine to cover the entire load, from children’s to men’s and women’s fashion and shoes.
