Ecommerce fashion giant Zalando is now selling products from Apple and Beats. The brands will be sold in five European countries. It is part of Zalando’s strategy to become a lifestyle platform.

In addition to being a fashion retailer, Zalando wants to be a lifestyle platform. Apple and Beats are the first step towards this new image. Previously, the ecommerce giant broadened their product range with beauty products.

Five European countries

The gadgets will be sold in Austria, Germany, France, Italy and Switzerland. Products from Beats will be sold on February 1st, while Apple items are available starting tomorrow. These will not include phones, tablets or computers. However, Apple Watch and AirPods are part of the launch.

The products will be sold in Austria, Germany, France, Italy and Switzerland.

Fashion and lifestyle

One might expect to buy these products at an electronics retailer instead of fashion platform Zalando. However, the launch is part of the company’s move towards more lifestyle products.

“At Zalando, we believe that fashion and technology are closely intertwined”, says vice president Andreas Roedl of the men’s category of the website. “Wearables and tech accessories, such as headphones, smartwatches, or phone cases, have become fashion pieces complementing people’s personal style. Offering the most sought-after wearable tech brings us yet another step closer to realizing our vision to be the Starting Point for Fashion and Lifestyle for our customers.”

Beauty category

Currently, Zalando offers mostly fashion, including clothing, shoes, accessories and beauty products. The last category was launched fairly recently, starting in Germany, Poland and Australia in 2018. A year later the beauty segment moved into seven other European countries.

The beauty category was launched fairly recently, starting in 2018.

At the time, 3 in 5 customers added fashion as well as beauty into their online basket, according to Zalando. It remains to be seen if tech gadgets will be the next popular category on the platform.