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A major shift is underway at German fashion platform About You, as the company unveils sweeping changes to its marketplace approach. The transformation centers around a newly launched seller center designed to welcome external partners with unprecedented ease.
Small Brands Gain Unprecedented Access
The most significant change involves completely removing financial barriers for new sellers. Where registration once required substantial fees and lengthy approval processes lasting months, sellers now face zero upfront costs and can complete onboarding within 3-4 weeks.
Co-founder and co-CEO Tarek Müller acknowledges the previous system’s limitations:
“Previously, the process was not suitable for smaller brands.” The revamped approach specifically targets small and medium-sized brands previously locked out of the platform.
Modern seller tools now provide comprehensive analytics, including:
- real-time sales performance
- conversion metrics
- pricing insights
- detailed demographic breakdowns of the customer base
Source: partner.aboutyou.com
Financial Momentum Drives Marketplace Expansion
The strategic pivot comes amid strong financial performance. About You achieved record-breaking revenues exceeding €2 billion in the past fiscal year, marking a 3.4% year-over-year increase. EBITDA performance reached €28.1 million.
Leadership anticipates continued revenue growth alongside robust adjusted EBITDA expansion for the current fiscal period beginning in March. The enhanced marketplace infrastructure, now incorporating comprehensive logistics and advertising solutions, is positioned to fuel this growth trajectory.
Direct factory shipping capabilities represent another competitive advantage, particularly against fast-fashion rivals Shein and Temu in the intensifying European market battle.
Zalando Acquisition Reshapes European Fashion E-commerce
The marketplace transformation unfolds against the backdrop of Zalando’s €1.2 billion acquisition offer, designed to establish “the leading ecosystem for fashion & lifestyle” across Europe. Deal completion is anticipated within the coming months.
Beyond consumer market consolidation, the acquisition delivers Zalando ownership of Scayle, a specialised e-commerce software provider.
The deal effectively concludes About You’s independent chapter while preserving its innovations within Europe’s dominant fashion e-commerce network, maintaining access to over 12 million customers spanning 28 markets.
