Zalando launches invite-only shopping for limited products

Zalando is introducing an exclusive shopping experience for limited products that are in high demand.

The online retailer said it will now allow customers to request an invitation to buy the products and receive a dedicated time slot to make their purchase.

The move is being made to take away the time pressure when customers want to buy limited special editions and brand collaborations that usually sell out within minutes.

Zalando said its Plus customers will have an even higher chance of receiving an invitation as a dedicated part of the stock will be allocated to them for every launch.

Pascal Hahn, VP of transactions at Zalando, said: “Our invite-only experience is a true win-win-win for our customers, our partners and us. Customers now have a more exciting and convenient experience when buying their favourite hyped articles. Partners can tell a compelling story of their product and give customers time to enjoy it, as customers do not have to rush to the checkout anymore. For us at Zalando, it means being able to offer our customers the most exciting assortment that brands can present in the most optimal way.”

The first product to launch with the new release experience is Fenty x Puma Avanti which will be made available to customers in the majority of Zalando’s markets. Invitations being sent to customers on 19 December.