At least not in the traditional sense. A soon-to-launch Berlin flagship will sell stuff, but it’s brand partnerships that are expected to make the company’s latest retail experiment work.
The Zalando-owned streetwear and youth culture media platform announced the layoffs of 24 employees last week, citing unfavourable economic conditions and the need for cost-cutting measures, sources said.
The publisher will bring its youth-centric POV to the beauty space with a dedicated section, launching Feb. 2.
Zalando’s acquisition of Highsnobiety is just the latest in a spate of deals in which a company seeking relevance snapped up a smaller, hipper entity in the hopes of reaching a savvier, often younger, consumer. But does chasing cool ever work?
The German fashion e-tailer has taken a majority stake in the high-end streetwear platform in a bet on the combined power of content and commerce.