Need to Know
29 : 08 : 18

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.

Africa – Fashion e-commerce platform Klasha aims to deliver fast fashion to underserved consumers in West Africa.

Owing to a lack of online fashion retailers operating in the region, women in countries such as Ghana and Nigeria often wait up to four weeks to receive online purchases from international platforms. In recognition of the potential for an African fast fashion e-commerce platform, founder and CEO Jessica Anuna recently launched Klasha, offering women’s ready-to-wear fashion and a selection of beauty products all priced under £38.70 ($50, €42.69).

With warehouses in Nigeria and the UK, Klasha can deliver within one to five working days in markets including Nigeria, Ghana, Senegal and the Ivory Coast. It will also focus on delivering to customers in rural areas, ensuring those in small towns are equally catered for.

‘Young people inemerging markets should have the same access to the e-commerce infrastructure offered in other developed markets,’ says Anuna. ‘I started Klasha to connect young Millennial consumers in emerging marketsto the global e-commerce economy and to give them access to high-quality fashion at affordable prices, with fast delivery and excellent customer service.’

Sweden – New Carnegie Brewery (Nya Carnegiebryggeriet) has collaborated with IVL Swedish Environmental Institute and Carlsberg Swedento create PU:REST, the first beer brewed with recycled sewage water.

The lager is made with organic pilsner malt, organic Spalter hops, Brooklyn House lager yeast and recycled water from Hammarby Sjöstadsverk, a facility that conducts wastewater treatments.

To meet Swedish safety standards, the water is filtered multiple times using a combination of powerful microbiological treatments, chemical removal, and an activated carbon filter that removes any pharmaceutical residues. As a final precaution, the water is exposed to a bacteria-killing ultraviolet light.

By using purified wastewater in its beer, New Carnegie Brewery hopes to change consumer attitudes towards the use of waste in consumer products. To discover how other breweries are using innovation to stand out in a crowded market, see our latest report on the state of craft beer.

The rise of ‘side hustling’ among Millennials – having a separate money-making pursuit alongside a full-time job – is contributing an estimated £72 billion to the UK economy, according to a new report by Henley Business School. Its research suggests that this figure is increasing due to advances in technology and the ability for people to run small businesses from using their phone.

With Millennials seeking freedom and flexibility in their working life, the option to follow a passion or explore a new challenge with additional financial benefits is becoming increasingly popular. According to the report, over a half (53%) of UK Millennial side businesses were created in the last two years. By 2030, Henley anticipates that the number of people with side hustles could increase to 50% of the UK population.