Online fashion retailer Zalando has introduced an invite only service for limited edition products.

Customers intending to buy a special edition item expected to sell out within minutes of its launch can now request an invitation through the Zalando app and if they receive an invite, they will get a dedicated time slot to make a purchase.

Zalando’s Plus customers have a higher chance of receiving an invite and will be allocated part of the stock for each product launch.

The first product to launch using the new service will be the FENTY x PUMA Avanti trainers, available to customers in the majority of Zalando markets with invitations being sent to customers on December 19th 2023.

“Our invite-only experience is a true win-win-win for our customers, our partners and us.”, says Pascal Hahn, VP transactions at Zalando. “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.”

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