Paperjam: Luxembourg was already one of the areas served via your Belgian site. What are the reasons for an official launch in the country?

Fabio Baum: We are fully committed to improving the Zalando experience every day. This official launch, with a dedicated app and shop, allows us to offer the best possible version of our service to Luxembourg customers. This means an optimised selection, where every visible product can actually be ordered. Because we already knew we could count on a loyal customer base in the country, we were motivated to put this in place, despite the time it took. This launch aims to further strengthen this relationship and create value, both for our customers and the company.

In practical terms, what does this launch change for Luxembourg customers?

The shopping experience will be significantly improved. We’ve added practical new services, such as the ability to have orders delivered or returned via relay points, which we didn’t offer before.

Another major obstacle: many Luxembourg customers were already ordering via our Belgian site, but we couldn’t fully cater for their specific preferences. Today, we’re changing that. We now offer our entire range: fashion, design, luxury, sport, beauty, children’s and family items, but also second-hand.

We are also introducing Zalando Plus, our loyalty programme. It’s based on a points system, with several levels of benefits such as faster premium delivery. This programme, which until now has had to be paid for in Luxembourg, will become free, depending on customer commitment. Customers who were already part of the paying programme retain the same benefits, but no longer have to pay.

Does improving the customer experience also involve a multilingual offering?

Yes. In the past, in our shop in Belgium, purchases could be made in Dutch and French. Now, in Luxembourg, they are possible in French, English and also German.

Isn’t it a paradox to launch an offer in Luxembourg without integrating Luxembourgish?

That’s a perfectly legitimate question, and we have of course given it some thought. We will do our best to integrate Lëtzebuergësch into certain marketing communications, for example by replacing French subtitles with Luxembourgish subtitles. But our priority remains to offer a truly high-quality linguistic experience. This goes beyond simple translation: it’s also about finding the right tone, which is more complex in Luxembourgish. We are fully aware of the importance of this language in the national culture--and of the pride it rightly inspires. I myself come from southern Germany, and I’m attached to my dialect even though few people understand it.

Will your offering be tailored to the Luxembourg market? Will you be offering exclusive products or working with local brands?

This is something we’re going to explore. In every market, it’s essential to reflect local fashion--whether it’s rooted in the area or international in scope. Our aim is to work with credible brands and select interesting pieces from their collections. A concrete example: Belgian designer Diane von Fürstenberg is now distributed exclusively online by Zalando in Europe. Luxembourg customers can therefore only access it via our platform.

Are you planning a physical presence in Luxembourg, for example in the form of a pop-up store?

We know that this is an excellent way of getting in direct contact with consumers. That’s what makes today’s event so important for us. It’s a more immersive experience, where we can listen, learn and showcase Zalando. We haven’t planned a pop-up store yet this year, but it’s a possibility we’re keeping in mind to get even closer to the local community.

E-commerce is nothing new. Faced with competitors like Asos or Amazon, what is your strategy for standing out?

Our strategy is based on three pillars. Firstly, quality. Zalando aims to offer the best possible fashion and lifestyle experience by focusing on authentic, credible and quality brands. Secondly, diversity. We go far beyond fashion, with offers in beauty, luxury, second-hand and products for the whole family. Finally, commitment. Zalando doesn’t just want to be a transactional platform, but a destination for inspiration. We are investing in immersive experiences and technologies such as our fashion assistant based on generative AI. This allows us to create a real dialogue around style, desires and needs.

Have you recruited a dedicated team based in Luxembourg?

No, we don’t have any staff physically based in Luxembourg. However, we do have a strong team for the Benelux region, made up of talent from the region. Zalando has around 15,000 employees in total, and we make a big effort in each market to localise the customer experience. We don’t believe in a one-size-fits-all approach: each country deserves a strategy tailored to its specificities.

What are your expectations for the Luxembourg market in the coming months and years?

Our priority is to fully satisfy our customers. We are convinced that this new experience is the best and we will continue to listen to our customers, learn and improve every day.

This article in French.