Zalando welcomes its new vice president Specialty

Women's wear and men's wear has matured over the past few years at German online retailer Zalando. Now the online giant has decided to turn its focus to developing its smaller product groups, such as lingerie and childrenswear. This is where Benjamin Kruemel steps in, who was recently hired as the company's first vice president for Specialty. FashionUnited took a moment to talk to Kruemel about this new role and what it means for Zalando.

What does Specialty really mean at Zalando?

"We have a number of smaller categories that we have gathered together under one roof, which we internally now call Specialty. It includes children's wear, premium apparel, sportswear and lingerie. Prior to taking on the role, I was head of buying for men's wear at Zalando for three and half years. Now I have the chance to succeed a colleague and become the vice president for Specialty."

What are your plans for Specialty?

"It differs per category. Lingerie, for example, is still quite new to Zalando. So we aim to expand our current under garment assortiment, as well as our children's wear offering. Sportswear is already a big category for us, so that is why we are looking to developed closer collaborations with athletic wear brands. Back in the day, Zalando only offered footwear but since then several more categories have been added on. Women's wear and men's wear are already well developed, so now it is time to focus on developing the smaller categories."

Why does Zalando see potential in lingerie?

"We have not done any specific market research, but we have a very large consumer base at the moment. And these consumers are all potential underwear buyers, seeing as everyone needs underwear. Moreover, there are not many multi brand lingerie players online at the moment."

What are some thing you take into account when it comes to a close collaboration with a brand?

"As soon as the product assortiment within a product group is sufficiently extensive, we begin to look at how we can develop cooperations with brands. We look together at what opportunities can be found in the market. Our close partners have access to analytics as well. For example, we have a good working relationship with G-Star. We will put a plan together with them, have regular meetings with them or at our head office. We look at their range and see what we can achieve together."

What changes will consumers see?

"Well, for example, at the moment is it difficult for mothers to find baby clothes on Zalando. We do offer, however due to a technical issues, it is complicated for them to find. So this is one of the areas we will address. There will be a clear distinction between baby apparel and clothing for older children and teenagers. Maternity wear is incidentally also a larger market which will have not really tapped into yet and where opportunities for expansion lie."

Who will be your successor at men's wear?

"That will be David Clark. He was previously the buying manager for men's wear at Asos, as well as a senior buyer for footwear for the British online retailer, so he has a lot of experience."

What are Zalando's additional plans? "We want to further develop ourselves as an online platform and be seen as more than just an online store. That is why we developed Zalon, in addition to curated shopping . And Zalando Lounge , where consumers can go to find a bargain and fashion labels can offload their excess or remaining stock."

Original written by Yasmine Esser for FashionUnited NL, edited and translated by Vivian Hendriksz