Zalando is a massive retail phenomenon in Europe. It’s particularly prominent in Germany, where they boast 95% brand recognition amongst adult shoppers.
Zalando expands Zircle to Sweden and Denmark
Zalando have announced that they are expanding Zircle, a webshop dedicated to quality-checked, pre-owned clothing to Sweden and Denmark.
Where customers might have discarded fashion items they didn’t like anymore in the past, Zircle enables them to love their items for longer or to resell them so that someone else can wear them. Clothing is assessed in a two-step quality check; first via digital photos uploaded by the customer and secondly once Zalando receives the physical product. The expansion into Sweden and Denmark comes after a Zalando survey found that around half of Zalando’s Swedish and Danish customers would consider buying pre-owned fashion within the next six months.
“We are very excited to expand Zircle to Sweden and Denmark and offer Nordic consumers a pre-owned experience with the highest level of convenience. Over the past two years since launching Zircle in Germany and expanding across Europe, we have gathered many learnings that helped improve the customer experience when shopping on Zircle.”
– Mareike Hummel, Director UX Recommerce, Zalando
With the launch of Zircle in 2019 in Germany, Zalando has had the chance to test and learn how the pre-owned experience works for its customers and how it can be scaled and improved. Following those learnings, Zalando integrated the Pre-Owned category into the Zalando Fashion Store in Germany, Spain, Belgium, France, the Netherlands and Poland in 2020.
“Zircle will support our target of extending the life of 50 million fashion items by 2023 by enabling our customers to give them a new life quickly and effortlessly,”
– Laura Coppen, Head of Circularity, Zalando