Zalando opens a physical beauty store

Berlin – Following the launch of its beauty vertical earlier this year, online fashion giant Zalando has opened its first physical store in Berlin dedicated to beauty brands.

Designed by the German studio Batek Architekten, the space will double up as both a store and a ‘lab’ for interactive experiences such as product launches, tutorials and pop-up events.

Stocking cosmetics, hair and skincare products, fragrances, and tools, the store design is entirely customisable, made up of modular, stainless steel cubes and shelves that can be adjusted according to the purpose of the space and needs of its users.

‘The lab environment will put the beauty-savvy customer first, offering a tangible product experience through a curated beauty assortment,’ explains Claudia Reth, vice-president of category specialties at Zalando. ‘We can test digital use cases in an offline setting and get to know the beauty customer even better.’

For more on why online retailers are expanding into physical spaces, see our Storefront Salvation macrotrend.