Zalando is poised to open its first beauty store in Berlin this weekend, as it joins a growing list of traditionally online-only retailers expanding into bricks-and-mortar retail.
The firm, which trades all over Europe, is also using the store to prop up its beauty and cosmetics credentials after it first started selling branded beauty products online in Germany in March.
Alongside selling a range of beauty and cosmetics products, the new Berlin store will host make-up masterclasses, exclusive product launches, express manicures, skin-care consultations and makeovers.
Apart from some discount outlets to offload excess stock, Zalando does not yet have a dedicated flagship store for its fashion range.
Other online-only retailers which have evolved in bricks-and-clicks stores in the past year or so include Missguided, Joe Brown, Blaiz and of course Amazon with its acquisition of Whole Foods and its own cashierless grocery stores.
Meanwhile, other major retailers which have also bolstered its beauty offering include H&M, Bershka and Asos.
“We are still at the very beginning with beauty at Zalando,” beauty director Claudia Reth told Reuters.
“We are a fashion expert and we have to build up a reputation to become a beauty expert.”
Reth added that 70 per cent of beauty orders on Zalando’s website are mixed with fashion purchases.
Zalando currently sells around 140 beauty brands and 5000 products online and there are plans to launch Estee Lauder, Mac and Clinique this week.
The retailer has hinted at expanding its beauty range beyond Germany, as well.