Zalando acquires minority stake Anatwine

German online fashion retailer Zalando has acquired a 20 percent stake in UK software technology start-up Anatwine for a seven-figure sum.

Anatwine, which provides customised software to help online fashion retailers and brands to create an efficient and profitable revenue share model, has been working with the online fashion retailer since last year.

In addition to the financial stake, the deal also includes a strategic partnership, allowing current and future partners of Zalando to use Anatwine’s integration technology to sell their merchandise through the German e-tailers site.

Founded in 2013 by former e-commerce director of Superdry, Chris Griffin, Anatwine has more than 50 employees and has offices in both London and Cheltenham. The company, which will be Zalando’s preferred provider of integration services, will continue to operate independently from the fashion retailer.

Zalando CEO, David Schneider said: “With the Anatwine service, Zalando can provide brand partners with a highly customised and reliable integration solution. This close collaboration can extend our partnership with brands and help them to connect to customers through our platform.

“Our vision is to connect all the stock out there and make it relevant for our customers. It also enables brands to form their own ecommerce strategy and be in the driving seat.”