The acquisition emphasises Zalando’s dedication to establishing a foremost fashion and lifestyle e-commerce network across Europe.
It comes as Zalando has been actively deploying various 3D initiatives, including 3D product displays and a virtual fitting room feature over the past years.
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The inclusion of 3D content and interactive experiences is anticipated to elevate the online shopping journey, narrowing the divide between in-store and online retail, and fostering stronger consumer connections.
The integration of more dynamic and engaging visual content is expected to reinforce Zalando’s Inspiration & Engagement B2C strategy pillar.
Zalando UK, Ireland, and France GM Laura Toledano said: “The UK is a market known for being innovative yet fashion savvy. Therefore, I am very happy that we’re investing into bringing London-based start-up Deep AR under the Zalando roof.
“We know especially younger customers want to be inspired and entertained when shopping online. Being able to offer 3D content and experiences at scale will enhance the online shopping experience, further bridging the gap between physical and digital shopping, and deepening customer relationships in the UK and beyond.”
DeepAR stands to benefit from Zalando’s proficiency in fashion, technology, and operational scalability, while Zalando will leverage DeepAR’s superior ShopAR platform, 3D technology, talent pool, and swift innovation processes.
Zalando content solution VP Matthias Haase said: “It’s a win for both companies and we are looking forward to the innovation we’ll build for our customers together.”
In October last year, Zalando launched a virtual fitting room function that allows customers to generate a 3D avatar based on their body measurements for improved fit accuracy. This function builds upon body measurement technology unveiled by Zalando in 2023, offering shoppers a more personalised and lifelike online shopping experience.
DeepAR co-founder and CEO George Berkowski said: “We are excited to join forces with Zalando. Being part of Zalando’s ecosystem will enable us to build Europe’s largest 3D Digital Twin catalogue, and a significant collection of AR try-on products and accelerate our own strategic roadmap. We look forward to working together with the Zalando teams to ensure a smooth integration and to using our capabilities to enhance the experience of Zalando’s customers.”
In December of the previous year, Zalando made a bid to acquire competitor About You for approximately €1.2bn ($1.3bn), as it aims to consolidate its standing in the European fashion and lifestyle e-commerce sector.
