How the right product mix helped Aigle accelerate growth on Zalando
+20% NMV
from the newly introduced Kids category
Return rate down
from 53.6% (2023) to 41.1% (2025 YTD)
Iconic boots prioritized
as a top-selling hero product
Behind the Label
Aigle is an iconic French brand known for its technical expertise and outdoor spirit. The brand has been active on Zalando for several years with a full product offering — men’s, women’s, and unisex — ranging from €45 boots to €500 premium parkas.
The Challenge
After several seasons on Zalando, Aigle and The Agent decided to refine the product mix to support a new growth phase. The goal: accelerate performance by broadening the target audience while strengthening brand identity on the platform.
Our Collaboration: A targeted diversification strategy
To take its marketplace performance to the next level, Aigle made two key moves:
- Introducing the Kids category, previously absent from Zalando
- Prioritizing its iconic rubber boots, the brand’s signature product, to leverage both awareness and commercial performance
The Results: Concrete impact in just two seasons
+20% of NMV
now comes from the Kids category
The growth bubble expanded
The growth bubble expanded with a new customer base
Product mix optimization
helped stabilize overall economics:
- Return rate reduction:
- 2023: 53.6%
- 2024: 44.7%
- 2025 (YTD): 41.1%
💡 A well-adapted product mix is a strategic lever This success story proves that tailoring your product mix to the marketplace—balancing consumer demand, financial performance, and brand DNA—is a powerful tool to: Accelerate growth / Improve profitability / Gain control over long-term commercial dynamics