Zalando Group has acquired a majority stake in Berlin-based fashion brand Highsnobiety.

The companies said they will leverage each other’s complementary strengths, combining Highsnobiety’s cultural relevance and insight, fashion authority and expertise with Zalando’s fashion network, e-commerce know-how and operational capabilities.

David Fischer, Highsnobiety’s founder and chief executive, said: “Highsnobiety has mastered the art of turning stories into products and products into stories. I am very excited to bring our capabilities to Zalando's commitment towards fashion inspiration and together reimagine the future of content and commerce.

“Equally, I am thrilled to tap into Zalando’s unrivalled expertise in scaling e-commerce platforms and bring my lifetime’s passion work to the next level,” he added.

While they will continue to function as independent operations, Highsnobiety will act as a strategic and creative consultant, helping Zalando develop new inspiration-focused spaces and formats on its platform.

In turn, joining the Zalando Group allows Highsnobiety to leverage Zalando’s expertise and resources to further its own e-commerce capabilities.

David Schneider, Zalando’s founder and co-chief executive, said: “Both of our companies share a passion for building strong brand partnerships and enabling brands to inspire audiences with their products and stories.

“Partnering with Highsnobiety will allow us to execute much faster on our ambition to offer the most relevant and engaging - as well as convenient - shopping experience to our customers. I’m excited to see our joint vision materialise and to shape the future of fashion content in commerce together.”

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