Zalando, one of Europe’s leading online fashion destinations, is entering the next phase of its growth in the Greek market by strengthening its B2B operations through the launch of its Partner Program.
Through this initiative, the company enables local brands and retailers to join its platform, while at the same time expanding product choice for consumers. In addition, partners can benefit from Zalando Fulfillment Solutions (ZFS), under which the company manages order processing and returns, while partners retain full control over their commercial activities.
The Partner Program
The Partner Program is an integral part of Zalando’s business model, designed to support partners in scaling their digital presence across Europe.
A core principle of the program is autonomy, as brands maintain full control over the products they choose to list on the platform, as well as their content and pricing. This ensures a consistent pricing strategy across all sales channels. For consumers, the launch of the Partner Program translates into access to a broad assortment of more than 200,000 items. Partner products are seamlessly integrated into Zalando’s advanced shopping experience, which includes an AI Assistant offering personalized recommendations in Greek, as well as the Trend Spotter tool that highlights emerging local and global trends.
As Daniel Roginski, General Manager for Central and Eastern Europe, noted: “We are excited to move into the next phase of our growth in Greece. We believe in the power of a connected Europe, and with the launch of the Partner Program, we are not only expanding our reach but also investing in the future of fashion. Our goal is to equip both international and local partners with the tools they need to grow, while offering consumers a platform of choice that reflects local style.”
Zalando entered the Greek market in 2025, and through the onboarding of local brands is further strengthening its presence in the country, while enhancing its online competitiveness. The company is a German-listed online retailer of fashion and beauty products. In 2025, it completed the strategic integration with Hamburg-based ABOUT YOU, enabling both companies to serve customers and partners across Europe.
