// Zalando has snapped up a majority stake in online fashion and lifestyle publication Highsnobiety
// Highsnobiety will help boost Zalando’s storytelling and will help it create new “inspiration-focused spaces and formats” on its website
Online retail giant Zalando has bought a majority stake in fashion publication Highsnobiety as it aims to bring content and commerce together.
Zalando said that Highsnobiety would act as “a strategic and creative consultant” to the retailer and will bolster its storytelling and assortment curation. The fashion publication will help the online retailer create “new inspiration-focused spaces and formats” on its platform
The businesses plan to leverage their complementary strengths and bring together “Highsnobiety’s cultural relevance and insight, fashion authority and storytelling expertise with Zalando’s fashion network, ecommerce know-how and operational capabilities”.
Highsnobiety will retain its editorial independence, Zalando stressed, and the creative agency work it undertakes will be fully autonomous.
Highsnobiety was founded in Berlin in 2005 as a blog that focused on the convergence of streetwear and high-end luxury fashion, and today comprises a publishing arm, creative consultancy and commerce platform.
“Teaming up with Highsnobiety will accelerate Zalando’s ambition to be a top destination for streetwear, new luxury and fashion inspiration, especially for the younger, fashion-forward consumers,” the retailer said.
READ MORE: Zalando plunges to Q1 loss and warns full-year profits and sales will be hit
Zalando founder and co-chief executive David Schneider said: “Both of our companies share a passion for building strong brand partnerships and enabling brands to inspire audiences with their products and stories.
“Partnering with Highsnobiety will allow us to execute much faster on our ambition to offer the most relevant and engaging – as well as convenient – shopping experience to our customers. I’m excited to see our joint vision materialise and to shape the future of fashion content in commerce together.”
Highsnobiety founder and chief executive David Fischer will retain a minority stake in the business.
Fischer said: “Highsnobiety has mastered the art of turning stories into products and products into stories. I am very excited to bring our capabilities to Zalando’s commitment towards fashion inspiration and together reimagine the future of content and commerce.
“Equally, I am thrilled to tap into Zalando’s unrivaled expertise in scaling ecommerce platforms and bring my lifetime’s passion work to the next level.”
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