Zalando Expands Southern Europe Presence: Unveils Beauty in Spain, Enters Portugal Market

Zalando is taking another step forward in its strategy to make Spain one of its priority markets. With the launch of its beauty category in the market, unveiled Thursday during a presentation in the capital, the German group seeks to increase traffic, attract new generations and raise the average order ticket, integrating fashion and cosmetics in the same shopping experience. The company’s ambition is for beauty to act as a transversal hook, a natural complement to complete the total look, build customer loyalty and reinforce Zalando’s positioning as a global lifestyle platform, beyond fashion.

“We want to continue strengthening the position of Spain as a strategic market, it is one of the countries where we see a lot of potential to continue growing,“ explains Eloisa Siclari, Zalando’s managing director for Southern Europe since last January and at the head of a team of seventy people. In recent years, we have invested a lot more, and Spain has been a pioneer in several launches, such as the new free loyalty points program, the second-hand category, and many innovations in the second-hand category,“ explains Eloisa Siclari.The company’s head, who does not share financial details segmented by region or category, adds: “In the last few years, we have invested a lot more and, in fact, Spain has been a pioneer in several launches, such as the new free points loyalty program, the second-hand category and many technological innovations that have started here.

Since October 1, Siclari’s missions have been extended to Portugal, a country in which the German giant has just signed up. The strategic move, which adds Zalando’s service to the Azores and will be reinforced by the operations of its Spanish logistics center, is a new coup on the table. Widely developed in northern Europe, the company has focused its deployment in recent years in the east of the continent, signing its landing in countries such as Romania and Croatia.

Soon, the platform will add its launch in Greece to a European footprint that currently extends to 26 countries.

Zalando’s history in Spain dates back to its first steps in the territory thirteen years ago, while the German company has been operating in Italy since 2009. But it has been in recent years that the group has intensified its investment in the country, with the aim of making it one of its top markets. The launch of its beauty division, which encompasses facial and body care, make-up and cosmetics,

hair, nails and fragrances, reinforces the company’s intention to develop its domestic business. Already present in thirteen markets, the beauty category has been “very strong in terms of loyalty,“ says the executive about the division’s role. “Customers who buy beauty and other categories then spend more, spend more time with us and are more loyal,“ she says.The diversification of the company’s offer is linked to the objective of offering a complete universe to customers.

Zalando wants to move from transaction to inspiration to take its business to the next phase.

The launch of the cosmetics and fragrances division in Spain is part of a broader strategy, which is to move from being a transactional ecommerce to an experiential and aspirational platform. “We want the customer to spend more time with Zalando and be inspired within the app,“ explains Siclari on the importance of the experience; “now one of our goals is to create a relationship that goes beyond the purchase with the consumer.

To foster this emotional bond with its users through content, advice and personalization, the company has tested formats such as live beauty shopping in Germany, France and Italy with positive results. The interactive proposal will soon arrive in Spain with native Spanish-speaking experts. “We need to rely on locals for this type of format,“ says the executive, who defines the new approach as a meeting point between technology, inspiration and community. “We are no longer just an online sales platform for fashion and accessories, but we are truly fashion, lifestyle and beauty,“ Siclari emphasizes, also highlighting the good performance of the sports offer in the domestic market.

Positioned in a premium segment, in line with its fashion portfolio, the beauty offer in Spain combines global and local brands, with references such as Lancôme, Estée Lauder, Dr. Jart+, Sol de Janeiro or the Spanish 3Ina. “They are not mass market brands, for us the most important thing is quality,“ he says of the differentiation strategy in the country, where major players such as Sephora, Primor and Druni already operate.

Spanish consumers, between quality and digital opportunity

For Zalando, the Spanish market represents a great opportunity for digital penetration. While in Germany online commerce reaches 29%, in Spain it is still around 21%, a gap that, according to Siclari, translates into room for growth. “We see it as a great opportunity, especially in a country where the consumer values quality,“ he insists. “The Zalando consumer doesn’t mind paying more for a product he knows is of quality,‘“ he adds.

In this sense, the fragrances category is especially important in the local market, which has specialists such as Puig or Perfumes y Diseño, and where the consumption of these products is well established. “In Spain, fragrances are super important, more so than in other countries,“ Siclari points out, recalling that, according to the company’s study, “60% of consumers use body care products every day.“

Eloisa Siclari pilots the Italian, Spanish and Portuguese markets at Zalando.

Zalando also leverages its logistics network to reach areas where physical retail has less presence, such as Cantabria, Extremadura or the Basque Country. “We help brands reach non-metropolitan areas, where customers don’t have access to all stores,“ he explains about the platform’s role in driving business for national companies, allowing them to explore and test geographies. “That’s where we can complete the offer with local and international assortment,“ he says of the balance of the catalog.

In addition, the German company is strengthening its collaboration with Spanish brands. “We are doing double down on working with local brands,“ Siclari stresses about the company’s recruitment efforts to strengthen the attractiveness of its portfolio. Without going any further, Zalando has just launched Bimba y Lola and Aristocrazy and continues its collaboration with reference names such as Scalpers and Tous. “And there are more to come,“ the executive anticipates about her plans for the future.

The fragrance offering is key to the development of Zalando’s beauty division.

Zalando has also strengthened its luxury offer, with the launch of brands such as Marc Jacobs and expanding the segment of its collaborations following the crisis that has affected the major luxury marketplaces in recent years. In parallel, the group has completed the integration with the German About You, whose added value will focus on B2B business and technological innovation. “The goal is to generate up to 100 million in value by 2029,“ says the executive.

The launch comes at a time of positive results for the group. Zalando increased its sales by 7.6% in the first half of the year, to 5,254 million euros, and increased its net profit by 22%, to 106.5 million euros. The group expects to close the 2025 financial year with sales of between 12.1 and 12.4 billion eurosand adjusted ebit of up to 600 million euros, driven by efficiency and the full integration of About You.