How launching on About You accelerated Lola Casademunt’s digital growth and international expansion
25% of NMV
from About You in the first season
+150% growth
vs Winter 2023 (Zalando + AY)
-8pts return rate
vs Zalando
Behind the Label
Our partnership with Spanish fashion brand Lola Casademunt began on Zalando in Winter 2022. Through continuous work on assortment, merchandising, and performance under ZFS, the brand strengthened its presence on Europe’s leading fashion marketplace.
The Challenge
In 2024, to further accelerate digital and international growth, a natural next step emerged: launching on a second strategic marketplace — About You.
Why About You?
- Present in 28 European countries
- Strong female fashion audience
- Complementary to Zalando in both targeting and cost structure
Our Collaboration: A structured, profitable expansion
Before launch, we co-designed a detailed strategy to ensure a successful go-live:
- Profitability analysis & P&L simulation
- Compared multiple logistics models
- Chose FbAY (Fulfillment by About You) for long-term profitability, despite requiring second stock
- Assortment selection & adaptation
- Curated a tailored selection for AY
- Adapted product content to About You’s specs for maximum visibility and conversion
- Visual content production
- Updated photo guidelines
- Produced missing “ghost” images required by AY but not used on Zalando
- Logistics support
- Navigated specific FbAY constraints
- Coordinated supply chain and transportation teams
The Results: Rapid and powerful performance
Winter 2024:
About You already represents 25% of brand NMV
+150% overall growth
vs Winter 2023 (Zalando + AY combined)
Access to new high-performing markets previously untouched by Zalando:
-
- Croatia: 10% of NMV
- Portugal: 8%
- Bulgaria: 6%
Country mix more balanced
than Zalando — About You diversifies sales and reduces reliance on a few key countries
Return rates are 8 points lower
than on Zalando
Strong cross-functional coordination was key
content, logistics, and finance teams worked hand-in-hand, with smooth communication between the brand and The Agent’s account manager
The brand is now preparing to launch on La Redoute (Winter 2025) via dropshipping, with more to come in 2026… stay tuned 😉
💡 Expanding to new marketplaces is more than just a growth lever, it’s a strategic move for diversification, profitability, and international reach when backed by solid execution and tailored support.