The 'Zalando partner' initiative highlights the retailer's commitment to building a leading European fashion and lifestyle ecosystem in e-commerce and is designed to further enhance partners' success on the platform.

Zalando believes this integration ensures that its fashion and lifestyle brands can fully leverage the available tools and support to elevate their e-commerce business.

This, the retailer said, is in alignment with its ecosystem strategy and updated brand positioning.

"With the launch of Zalando Partner, we are unifying our partner services into a single, streamlined experience and taking a significant step towards our goal of building a leading European fashion and lifestyle ecosystem, differentiated through quality," said Andreas Antrup, senior vice president partner services at Zalando.

According to Antrup, this move underscores Zalando's commitment to equipping its partners with the tools they need to excel in a competitive e-commerce landscape, noting that by simplifying access to its marketing and logistics services, the brand is empowering brands to fully leverage its platform and drive success.

Zalando further shared that to simplify and clarify the partner experience further, Zalando’s 360° retail media unit was rebranded and renamed to Zalando Partner Marketing Services.

The rebranding reportedly comes with enhanced marketing services, including the new Customer Journey Compass, a feature which helps partners better plan and assess marketing activities from awareness to conversion, as well as address the growing need for engaging and inspiring customer experiences. 

This feature will initially be available to a selected group of partners, with whom Zalando Partner Marketing Services will work closely to gather feedback and further develop the feature, optimising it before making it accessible to a broader partner base.

In August, Zalando announced a return to growth in the second quarter (Q2) as efforts to improve product assortment have paid off for the brand.