German online platform Zalando plans to grow its 700-strong brand partnership programme, to take on rival etailer Amazon.
The initiative enables brands to control their own stock, prices and ranges, with the etailer charging a commission for selling through its website and shipping goods directly to its customers.
The partnership scheme currently accounts for nearly 10% of the total value of products sold on Zalando. The business has set a long-term target of extending this proportion to 20-30%.
It hopes the scheme will boost profitability and strengthen its brand relationships.
A spokesman for Zalando said: “We want to make all fashion items available anywhere and at any time. The partner [programme] helps us to bring this vision to life, enabling brand partners to sell their stock directly on Zalando without any middle hands.
“Wholesale will stay the most relevant business, but the partner [programme] will help us making more products and more fashion available to our customers, as well as supporting our growth and core business.”
Earlier this year Amazon said it has signed up more than 350 brands in Europe including House of Holland, LK Bennett and Aldo.