Zalando

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Zalando SE

logo
legal form European Society (Societas Europaea, SE)
ISIN DE000ZAL1111
founding 2008
Seat Berlin , GermanyGermanyGermany 
management
  • Robert Gentz
  • David Schneider
  • Ruby Knight
  • David Schröder
  • Jim Freeman
Number of employees 13,763 (2019)
sales 6.5 billion euros (2019)
Branch Internet trade : fashion shipping
Website www.zalando.de

Zalando SE , based in Berlin, is a listed online mail order company for shoes , fashion and cosmetics , which was founded in 2008 by David Schneider and Robert Gentz.

history

Zalando was founded in 2008 by David Schneider and Robert Gentz ​​in Berlin with investor capital from the three Samwer brothers . Schneider, Gentz ​​and Oliver Samwer got to know each other during their studies at WHU - Otto Beisheim School of Management . The model for Zalando was the US mail order company Zappos .

Mural used for Zalando advertising in Cologne

In 2009 the company expanded its shipping area to Austria. At the same time, the range was expanded to include fashion and clothing. Zalando began to offer its own collections and labels in the market. At the end of 2010, the company was the market leader for online shoe shipping, but posted a loss of 20 million euros. The company has also been delivering to Switzerland since October 2011. In 2011 the company had a turnover of over 500 million euros; here a loss of 60 million euros was written. Zalando received attention through eye-catching TV advertisements. The monthly advertising expenditure in 2011 was in the double-digit million range and was reduced to five million euros in January 2012 due to high losses.

The Berlin outlet store has also been part of the company since 2012. In July 2012, it became known that the company was pooling part of its software development at the Dortmund location . In addition to the warehouse locations in Großbeeren , where 1000 employees were working in July 2012, and Brieselang , where 900 employees were working in June 2012, there is another warehouse in Erfurt, where 350 employees were working in August 2012. Construction of a logistics center in Mönchengladbach began in autumn 2012. The loss in 2012 was 92 million euros. The return rate should be around 50%.

In December 2013, the company was converted from a limited liability company (GmbH) to a stock corporation (AG). In the 2013 financial year, Zalando achieved sales of 1.8 billion euros. In spring 2014, Zalando announced that it would be changing its name to a European stock corporation ( SE ) in order to be able to appear uniformly in European business dealings. Zalando has been on the stock exchange since October 2014; 605 million euros were raised through the IPO.

The Premium Shop EMEZA and the own-brand store Kiomi were adjusted, 2013. In April 2015 the company opened an additional technology location in Dublin ( Ireland ). Another technology location was opened in Helsinki , Finland in late summer 2015 . In 2015, the company's board member David Schneider announced that Zalando was taking over Berlin’s leading international trade fair for street fashion, “ Bread & Butter ”. In July 2015, the fair took place in its previous form at Tempelhof Airport ; from 2017 it was opened to a wider audience as a “fashion festival”. In November 2015, Zalando presented its plans to build a new complex called “Zalando Campus” in Berlin-Friedrichshain . The campus, consisting of two seven-story buildings, is to be built on the Mediaspree area next to the Mercedes-Benz Arena and will offer 42,000 square meters of space and space for 5,000 employees. The costs are estimated at around 140 million euros, the design comes from HENN . In April 2017, Zalando announced that it would rent a further 34,000 square meters of office space on the Cuvrybrache in Berlin-Kreuzberg .

At the beginning of June 2018, Zalando announced its market entry in Ireland and the Czech Republic. In 2018, Zalando started selling cosmetics online. These should initially be sold in Germany and, if successful, in other countries as well. At the end of July 2018, Zalando opened its first shop for cosmetics in Berlin, called Beauty Station . In December 2019, Zalando announced the sale of the streetwear retailer Kickz Never Not Ballin , which had only been acquired two years earlier. The sale to Munich-based Play Hard Group was completed in March 2020.

After the outbreak of the COVID-19 pandemic in Germany , Zalando announced a savings program worth 350 million euros in April 2020. According to Zalando, the cost reductions should avoid downsizing. In April 2020, Zalando also started a partnership with Unibail-Rodamco-Westfield Germany , a shopping center operator, to give its retailers access to its online services.

Corporate structure

Zalando headquarters in Berlin

For the company, the 2010 founded include Zalando Lounge (a shopping club ) and under the subsidiary MyBrands Zalando Verwaltungs GmbH conducted with MyBrands Zalando designated areas eLogistics , eServices , Estudios and eproductions . In addition, the zLabels GmbH was founded, under whose name own brands are sold, but has since been dissolved again.

Corporate governance

Board Supervisory board
  • Robert Gentz, Co-Founder and Co-CEO of Zalando
  • David Schneider, Co-Founder and Co-CEO of Zalando
  • Rubin Ritter, Co-CEO of Zalando
  • David Schröder, CFO
  • Jim Freeman, CTO
European countries in which the Zalando brand is active (without offshoots, as of May 2020)

initial public offering

At the beginning of September 2014, board member Rubin Ritter announced that the company was aiming for an IPO. The start of trading was announced for October 2014. The issue price was set at 21.50 euros, resulting in an issue volume of 605 million euros.

Shareholders

In 2012, Rocket Internet held 38%, Kinnevik 26%, Mail.Ru Group 9%, JP Morgan Asset Management 1.3% and Quadrant Capital Advisors 0.9% of the shares in Zalando. Rocket Internet, Holtzbrinck and Tengelmann together owned 56% of the company's shares. In addition, the Kinnevik subsidiary Emesco AB and the management held shares in the company.

In August 2013, the Rocket Internet shareholders Kinnevik and European Founders Fund converted their indirect holdings in Zalando into a direct investment. At the same time, the fashion entrepreneur Anders Holch Povlsen took a stake in Zalando. The participation of the individual investors in the company changed over the years and in August 2013 was made up as follows: Investment AB Kinnevik: 37%, European Founders Fund (Rocket Internet): 18%, Anders Holch Povlsen (bestseller): 10% , Mail.Ru Group : 9%, Holtzbrinck Ventures: 8%, Tengelmann Ventures: 6%, Ontario Teachers Pension Plan (Canadian pension fund): 2%, others: 10%

Share
(in percent)		 Shareholders
25.83 Kinnevik AB
11.68 Baillie Gifford & Co.
10.15 Anders Holch Povlsen ( bestseller )
4.98 T. Rowe Price
3.62 founder
2.98 Vanguard World Funds
2.96 Allianz Global Investors
37.81 Free float

As of October 9, 2019

Economic figures

Dock 1, Zalando IT center on Lake Phoenix in Dortmund
Fiscal year Sales in
billions of euros		 Profit / loss
in mil. Euro		 Sales
growth
Return on sales
2010 0.15 −20 −13.5%
2011 0.51 −60 240% −11.8%
2012 1.15 −90 125% −7.8%
2013 1.80 −120 56% −6.3%
2014 2.20 82 26% 3.7%
2015 2.96 121 34% 3.6%
2016 3.64 120 23% 3.3%
2017 4.49 102 23% 2.3%
2018 5.40 173 20% 3.2%
2019 6.50 225 20% 3.5%

Logistics locations

Zalando (Germany)
Large berries
Large berries
Brieselang
Brieselang
Erfurt
Erfurt
Mönchengladbach
Mönchengladbach
Lahr / Black Forest
Lahr / Black Forest
Torment
Torment
Zalando's logistics locations in Germany

The company uses four of its own logistics locations in Germany. Zalando also uses the external logistics service provider DocData with a logistics center in Großbeeren in Brandenburg . In spring 2016, it was announced that Zalando is planning another logistics location in Peine , Lower Saxony, for the own brands of its subsidiary zLabels GmbH . The new location is used for temporary storage for the own brands and is operated by the resident fashion logistics specialist Meyer & Meyer .

place begin surface
Brieselang 2011 25,000 m²
Erfurt 2012 125,000 m²
Mönchengladbach 2013 125,000 m²
Lahr / Black Forest 2016 130,000 m²
Torment 2016 30,000 m²

In December 2015, Zalando opened its first international logistics center in Stradella , Italy. The company opened additional logistics centers in 2017 in Moissy-Cramayel , France, and Gryfino , Poland. In January 2020, Zalando opened another logistics center in Nogarole Rocca , south of Verona .

Outlet store

At the end of March 2012, an outlet store opened in Berlin-Kreuzberg , with which Zalando entered a new business area and expanded its sales channels. At the beginning, access to the shop was only granted with a Zalando outlet customer card. You can now get access without the card and this is only used for discount campaigns. Typical outlet discounts are possible. Around 500 brands are currently on offer, including 15 to 20 own brands from zLabels GmbH.

In May 2014 the second branch with more than 1000 m² opened in Frankfurt-Bockenheim , and in May 2016 the third in Cologne . Zalando opened the fourth outlet store in Leipzig in mid-June 2018. Another store was opened in Hamburg in September 2018. Another outlet branch was opened in Stuttgart at the end of June 2019 . An outlet in Konstanz is to open in autumn 2020 and another 1,600 m² branch in Nuremberg in 2021 .

Criticism and controversy

From 2007 to 2012, Zalando received around 3.3 million euros for economic development in structurally weak regions, the Bild newspaper quoted the Federal Ministry of Economics as saying . In 2010 alone, Zalando received 1.6 million euros from GRW funds. For 2013, Zalando applied for additional funding.

Working conditions, workers' rights and organization

Until 2014, there were no independent employee representatives at Zalando. In August 2014, the 1180 employees in the Brieselang branch elected a 15-person works council for the first time . In 2015, Zalando established a six-member European works council (SE) based in Berlin for the entire group. The chairman is the manager of the Scandinavian business Michael Lindskog from Sweden; his deputy is Dustin Köster as team leader from the Zalando logistics center in Erfurt. Due to its statute, the body only has information and consultation rights for everything that concerns the entire group and cross-border issues.

Zalando came under fire in July 2012, triggered by a ZDF report on the program ZDFzoom , because the working conditions at the logistics service provider Docdata were inadequate. The ZDF reported that warehouse workers had to stand in a logistics center in Großbeeren throughout the working day; They are not allowed to sit. Employees would be categorically controlled, pushed to reach a workload , and there was only one dirty toilet container in the hall itself for several hundred employees. In addition, the ZDF contribution criticized the hourly wage of 7.01 euros for production workers, which corresponds to the collectively agreed minimum wage for temporary work in East Germany. After research by ZDF, it became known that Zalando had received a 22.5 million euro subsidy from the state of Thuringia for the construction of a new company headquarters with the creation of jobs.

According to a ZDF Undercover employee, around forty employees would work for Docdata between seven and nine days per month at the expense of the state, unpaid as interns ( measures for activation and professional integration ); around a third of the employees are employed as temporary workers. Zalando then announced closer controls in cooperation with external service providers:

“Zalando is aware of its responsibility for each and every employee, regardless of whether they are directly or indirectly employed. From our point of view, the impressions of the documentation do not reflect the working atmosphere in the Zalando locations. Unfortunately, we have become aware that we have to exert significantly more influence on our service providers. In the case of our warehouse in Großbeeren, Zalando is working with a partner who is largely responsible for the staff and the processes in the warehouse. "

- Zalando company blog

As a result of the ZDF reporting, two members of the Brandenburg State Parliament made a small question ; the state government replied. The State Office for Occupational Safety and Health of the State of Brandenburg inspected the working conditions on site.

In April 2014, in the course of the RTL report Work under Permanent Pressure , which was filmed with the support of investigative journalist Günter Wallraff , criticism of the working conditions at Zalando was again raised. The journalist Caro Lobig worked undercover for a period of three months as a warehouse worker (“picker”) in the logistics center in Erfurt. She had to cover distances of up to 27 kilometers during an eight-hour shift. After five weeks, she was struggling with circulatory problems. According to an anonymous rescue service employee, hardly a day goes by without the rescue service being called to the camp. According to a labor lawyer interviewed by RTL, Zalando is violating German labor law with seat bans, airport-like identity checks and break rules . In addition, Zalando violates data protection regulations by monitoring its employees. Zalando did not want to comment on the allegations on RTL request. Instead, the company has now filed charges against the journalist for divulging business and trade secrets ( Section 17 UWG ). This in turn filed a dismissal protection suit against the company.

In November 2019, Zalando again got into media coverage. The reason for this was a study by the Hans Böckler Foundation, which criticized the "Zonar" 360 degree feedback tool used by Zalando. The main criticism is that this evaluation process brings about a feeling of control and supervision between employees and superiors.

Misleading scarcity strategies

In August 2015, after research by the NDR, Zalando was warned by the competition headquarters. The reason for this was the method observed in other online shops of influencing buyers by means of misleading scarcity strategies. The displayed goods stocks did not correspond to the units actually in stock.

Returns

Every second delivery from Zalando is returned by the customer. With around 50 percent returns, the online retailer has the highest return rate on the German market alongside Amazon; the mean value of online retailers in German-speaking countries is around 20 percent (as of 2014). This also increases the consumption of packaging material, the emission of CO 2 and later causes more waste.

While Zalando initially advertised with the slogan "Scream for happiness - or send it back" , the company later dispensed with the second part of the slogan . Nevertheless, the company boss Robert Gentz ​​declared in 2016 that he had no problems with the many returns. “Customers who return a lot of goods are usually more profitable customers because they ultimately use the concept more consciously. They send back what doesn't fit and they are really happy with what they keep. Customers who return fewer often have a lower satisfaction score. "

Litigation

The brand name rights of Zalando were questioned in October 2010 by the competitor "Calando", which, according to its own statements, has been offering special offers for fashion and lifestyle products under its name since around 2002 and thus in some cases served similar business areas as Zalando. Calando sought an out-of-court settlement with compensation payments. Calando was then taken over by Zalando in 2011.

After Zalando had spread a parody of the well-known old 68er Rainer Langhans and the Commune I in his TV commercial , Langhans felt personally vilified and ridiculed. Through a lawyer, he filed claims for damages for an alleged violation of his rights to his own image and the falsification of his personal life story. In January 2011, Langhans came to an amicable agreement with Zalando and starred in a commercial for it.

No women on the board

Zalando's board of directors consists only of men, which is increasingly being criticized. When the company increased its board of directors from three to five members in February 2019, but both newcomers were also men, the Handelsblatt wrote: "If a company, a young and modern one, is adding two new members to its board these days, one of them should be one of them belong to a woman ". As a target for the proportion of women on the executive board, the supervisory board had, of course, specified "0%" in 2018 and thus formally fulfilled the legal requirements. Edition F magazine commented: "This HR strategy is not smart - not only with regard to innovation in a highly competitive market."

literature

Web links

Commons : Zalando  - collection of images, videos and audio files

Individual evidence

  1. ↑ [1]
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