Sephora, Zalando Winding Down Partnership
● The partnership kicked off in late 2021.
Sephora and Zalando are winding down their partnership, WWD has learned.
The partnership, which piloted two years ago in Germany and Italy, will be coming to an end, Sephora confirmed in a statement. That statement mirrored language in an internal memo sent to vendors on Tuesday and obtained by WWD.
“In the context of the strong business momentum we are experiencing in the [Europe, Middle East] region, we have made the decision to refocus our efforts and resources on our core business and own channels,” the statement said.
“Having launched the pilots in Germany and Italy in 2021 and 2022 respectively, we learned a lot from each other, and had a very positive collaboration as well as positive reaction from our customers. However, after evaluating both pilots and next steps, we came to a joint conclusion that our full potential is best realized outside of the current partnership. We have therefore come to a mutual and amicable decision to wind down the collaboration in the next few months,” the statement continued.
Zalando said in a statement, "Partnering up with Sephora two years ago was — at the time — the best way for us to accelerate on this ambition, particularly with regards to welcoming prestige beauty brands on Zalando.… However, after evaluating both pilots and next steps, we came to a joint conclusion that our full potential in beauty is best realized outside of the current partnership. We have therefore come to a mutual and amicable decision to wind down the collaboration with Sephora in the next few months and focus on direct partnerships with beauty brands in Germany and Italy — in line with the model we continue to have in the rest of our beauty markets."
The joint effort debuted in the fourth quarter of 2021, and then-president and chief executive officer of Sephora Martin Brok told WWD that housing fashion, accessories and beauty under one marketplace was a surer bet on meeting consumers where they shopped.
It also coincided with the debut of Sephora's shop-in-shops with Kohl's, which has since expanded to all Kohl's in the U.S. In September 2021, Sephora had completed its acquisition of Feelunique as a precursor to its second go at the U.K. market. Thus far, that foray only counts one open door in West London.
As reported, Sephora U.K. will open its second store in London's Stratford in November.