Zalando ready to open doors of new beauty store in partnership with Estée Lauder

Global fashion e-commerce giant Zalando will open the doors of its new beauty shop, created in partnership with the Estée Lauder group, in Berlin tomorrow.

The "Beauty Station", which targets Millennial consumers, will open to the public at the same time as an online store goes live stocking a range of brands from the Lauder group including M.A.C Cosmetics, Estée Lauder, Clinique and Origins.

Vice President Specialities (Premium, Beauty, Kids) Claudia Reth said the opening was a "big step for Zalando and its new beauty category. With these highly established partner brands, we can enhance our beauty assortment even more for our customers."

A pre-launch event was held at the Berlin store, which is located in the fashionable Mitte district of the city, where key press and influencers invited to experience the services on offer. The 160 sqm store stocks 53 brands and also houses service stations offering makeup and nail treatments. It will also be used as a test platform for launches, tutorials and advice from beauty experts.

Eric Daugan, Vice President Digital Commerce & Marketing EMEA, Estée Lauder commented: “Consumer expectations and shopping behaviors are constantly evolving. Our omnichannel strategy aims to reach Millennial consumers where and when they like to shop. We are proud to partner with Zalando, Europe’s leading online platform for fashion and lifestyle, to expand the prestige beauty category and reach more consumers in a highly relevant way.”

Zalando already stocks 150 beauty brands with almost 5,000 beauty items online, following the launch of its beauty category in March, complementing its fashion assortment of 300,000 articles. The Beauty Station is not its first move into off-line retail, it already operates outlet stores in Berlin, Frankfurt am Main, Cologne, Leipzig and Hamburg.