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Overview
About You is one of Europe's largest online fashion platforms, known for its personalised, app-first shopping experience. Based in Hamburg, it sells clothing, shoes, accessories and beauty from thousands of brands to shoppers across Europe. Since July 2025 it has been part of the Zalando group, but it continues as its own brand with its own app and audience. For a fashion or lifestyle brand, About You is a major European online channel next to Zalando.
Who is behind About You
About You was founded in Hamburg in 2014 and listed on the Frankfurt Stock Exchange in 2021. Zalando announced its plan to buy About You in December 2024, secured more than 90% of its shares, and completed the combination in July 2025. Zalando runs a dual brand strategy, with Zalando and About You as two separate shopping experiences. Together, the group's apps reach 62 million active customers, and more than five million customers use both Zalando and About You.
What the shopper sees
About You focuses on a personalised experience, where the app adapts to each shopper's style and interests, and on inspiration through content and influencers. It appeals especially to younger, mobile-first shoppers.
SCAYLE
About You also built SCAYLE, its own commerce software for shops and marketplaces, which other retailers and brands use for their online stores. After the acquisition, SCAYLE became part of Zalando's B2B operating system, alongside ZEOS logistics and Tradebyte marketplace integration.
How brands can work with About You
Brands work with About You either by selling to it as a retailer or by selling their own stock through its partner model. A brand considering About You should be ready with:
- A fashion or lifestyle brand that fits About You's young, trend-led audience.
- Strong imagery and product content for an app-first, personalised experience, in each market's language.
- Fast delivery and easy returns across European markets.
- EU compliance for the category, such as textile labelling or cosmetics rules.
Why About You matters for brands
About You reaches a different, younger audience from Zalando's core, while giving brands access to the same group's logistics and software. For fashion brands, the two platforms together cover a very large part of European online fashion shopping.
How eBrands looks at About You
eBrands works with brands on marketplaces across Europe and North America. If you want to see how About You could sit alongside the channels you already use, we are happy to talk it through.
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