Zalando & Adidas team up to fulfil consumer demand

As online retailer Zalando has its sights set on becoming an open fashion platform and perhaps even the number one technological company in Europe, the German company has begun extending its partnerships with brands as part of its ongoing strategy. Part of this scheme includes a pilot, which Zalando started with sportswear company adidas, which connects the brands' warehouses through software system Anatwine and offers customers access to a wider adidas assortment. Known as the "Zalando Partner Program," the test phase allows shoppers freedom to purchase adidas product directly through the company, even if they are sold out on Zalando.