Zalando has announced the launch of Zalando Partner, “a unified grouping of partner-facing services and offerings on [the site], creating a more cohesive and consistent experience across partner touchpoints”.

The fashion e-tail giant said the move is in “alignment with its ecosystem strategy and updated brand positioning”.

We’re told the initiative highlights its “commitment to building a leading European fashion and lifestyle ecosystem in e-commerce and is designed to further enhance partners’ success on the platform”.

What it means in practice is that all partners can now visit a dedicated website that “provides seamless access to Zalando’s partnership models such as wholesale, partner program, and connected retail, along with marketing and logistics services, all within one unified experience”.

Further simplification and clarification is meant to come from the company’s 360° retail media unit being rebranded and renamed to Zalando Partner Marketing Services from Zalando Marketing Services (ZMS). 

More than a name change, it comes with “enhanced marketing services, including the new Customer Journey Compass”, which is a feature intended to help partners “better plan and assess marketing activities from awareness to conversion, as well as address the growing need for engaging and inspiring customer experiences”.

But it’s still a work in progress so for now, that latter feature’s only available to a “selected group of partners, with whom Zalando Partner Marketing Services will work closely to gather feedback and further develop the feature, optimising it before making it accessible to a broader partner base”.

Andreas Antrup, Senior VP partner services at the firm, said the company is “unifying our partner services into a single, streamlined experience and taking a significant step towards our goal of building a leading European fashion and lifestyle ecosystem, differentiated through quality. This move underscores our commitment to equipping our partners with the tools they need to excel in a competitive e-commerce landscape. By simplifying access to our marketing and logistics services, we are empowering brands to fully leverage Zalando’s platform”.