// Zalando has taken a majority stake in online fashion and lifestyle publication Highsnobiety
// Highsnobiety will help energize Zalando’s storytelling and help it create new “inspirational 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 closer together.
Zalando said Highsnobiety would act as a “strategic and creative consultant” to the retailer and strengthen its storytelling and assortment curation. The fashion publication will help the online retailer create “new inspiration-driven spaces and formats” on its platform
The companies 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, e-commerce know-how and operational capabilities”.
Highsnobiety will retain its editorial independence, Zalando stressed, and the creative agency work it will undertake will be entirely autonomous.
Highsnobiety was founded in Berlin in 2005 as a blog focused on the convergence of streetwear and high-end luxury fashion, and today includes a publishing arm, creative consultancy and a business platform.
“Partnering with Highsnobiety will accelerate Zalando’s ambition to be a premier destination for streetwear, new luxury and fashion inspiration, especially for young fashion-forward consumers,” said the retailer.
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Zalando Founder and Co-CEO David Schneider said, “Our two 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 deliver the most relevant and engaging – as well as the most convenient – shopping experience to our customers. I’m thrilled to see our shared vision materialize and together shape the future of fashion content in commerce.
Highsnobiety founder and chief executive David Fischer will retain a minority stake in the company.
Fischer said, “Highsnobiety has mastered the art of turning stories into products and products into stories. I’m excited to bring our capabilities to Zalando’s commitment to inspiring fashion and reimagining the future of content and commerce together.
“Equally, I’m excited to tap into Zalando’s unparalleled expertise in scaling e-commerce platforms and take my life’s passionate work to the next level.”
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