Zalando Gets Physical With the Zalando Beauty Station in Berlin

BERLIN — Zalando, Europe’s largest online fashion e-tailer has opened its first brick-and-mortar door for its newest product category, beauty. Not counting Zalando’s four existing outlets stores, the new Zalando Beauty Station on Weinmeisterstrasse in this city’s trendy and store-studded Hackesche Markt nieghborhood is the e-tailer’s first physical store. The 1,700-square-foot space officially opened Saturday, with M.A.C. Cosmetics, Estée Lauder Cos. Inc., Clinique and Origins brands making their Zalando debuts simultaneously off and online. M.A.C. also offered free makeovers, Clinique sent over a team of skin-care experts, while Estée Lauder took over prominent positioning for the brand’s signature products, be it skin care, makeup or scents. The Zalando Beauty Station, which is located next door to Acne Studio, features some 53 primarily niche beauty brands from around the globe. However, as Claudia Reth, vice president of specialties (Premium, Beauty, Kids) at Zalando, noted, “We’ll be turning the assortment around [in store] quite frequently.” The focus is on makeup and skin care, but that could include anything and everything from Berrisom masks to “Geek crazy lab” products from 11 Village Factory, BOD Mermaid Gel, Pestle & Mortar serums, I Want You Naked peelings, James Read tanning products, Mai Couture blush or blotting papers, The

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