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First Look: Zalando to open Berlin beauty store

German ecommerce giant Zalando is set to open a physical store dedicated to beauty in Berlin.

The new, 1,722 sq ft store, named the Zalando “Beauty Station”, will open in Berlin’s Mitte district on 28 July, and marks Zalando’s increased focus on the beauty category, which launched online for the German market in March this year.

In total, 53 brands will be stocked in the store. These include MAC, Estée Lauder and Clinique, which are being introduced to Zalando for the first time. The store will also feature expert tutorials and treatment stations including make-up counters and nail bars, and Zalando describes the space as a “dynamic playground for customers”.

“This is a big step for Zalando and its new beauty category,” commented Claudia Reth, vice-president of specialities (premium, beauty and kids). “With these highly established partner brands, we can enhance our beauty assortment even more for our customers.”

In May, Zalando announced a 22% growth in revenue year on year, to €1.2bn (£1.05bn) for the first quarter of 2018. The fashion section of the site reached revenues of €1.09bn (£959.7m) for the period, up from €908m (£797.3m) in the same quarter last year. Adjusted EBIT for the quarter was €400,000 (£350,000).


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