Zalando launches resale pop-up store in Berlin

Zalando has opened a temporary shop selling pre-loved clothing at the Alexa shopping centre in Berlin, Germany. The initiative will see the German retailer test the waters to gauge market demand for a resale platform following a flurry of similar moves by fashion retailers. The pop-up sells clothing donated by Zalando customers via the Zalando Wardrobe app.


Zalando is trialling a new format at Alexa in Berlin - Zalando

Under the name of Zircle, combining the retailer’s initials with the word ‘circular’, the move will allow Zalando see how well second-hand clothing can sell in the physical space and if it can help it attract new customers, the company told FashionNetwork.com. The trial is also designed to better understand consumer behaviour and improve their shopping and selling experience.

All products available in store have been donated by Zalando Wardrobe customers. Clothing, shoes and accessories are then sorted into product categories by shop staff. The app is currently only available in Germany and just for womenswear.

Customers can either sell their old clothes directly to Zalando or other app users. The e-tailer estimates a fair price for each garment and offers users the option to ship it to its warehouse for free. Customers then receive a voucher for the value of the transaction.

But users can also set their own retail price and sell their clothing for free to other users.

Zircle is part of Zalando’s efforts to extend the useful life of its products, the company said. The pop-up shop will take the circular approach, previously only available via the app, into physical retail.

“Our core expertise is and will continue to be in the online business, but in certain business areas we believe in the relevance of offline activities and see the future of fashion commerce as an intelligent network that combines the best of both worlds: offline and online shops," Zalando said.

Translated by Barbara Santamaria

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