Zalando has expanded its strategic partnership with Nike in a move that will allow shoppers to shop for Nike member-exclusive products on the Zalando platform.
Customers will have access to a selection of products available to Nike members only once they have linked their Nike account to Zalando.
“We are thrilled to now take this partnership to the next level by offering our customers exclusive benefits when shopping for Nike on our platform,” Zalando co-chief executive David Schneider.
“Engaging in this new connected partnership we strengthen our efforts to best serve Zalando customers with Nike’s innovative sport lifestyle footwear and apparel, compelling connected member benefits and distinctive experiences.”
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The experience will be rolled out across all ten markets starting with Austria this month.
Nike is in the process of eliminating the majority of its wholesale partnerships as it embarks on a mission to switch over to a direct-to-consumer (DTC) model.
BMO Capital Markets managing director for equity research Simeon Siegel expressed concerns around the DTC push.
“We see Nike’s size and scale as long-term competitive advantages, but remain wary of perceived margin benefits behind the DTC shift,” he wrote in a note to investors after Nike’s earnings report in March.
