Through a brand-new collaboration with clothing giant Zalando, Pierre Robert is expanding parts of its portfolio in Europe.
Pierre Robert is focusing on digital clothing sales, selling all its products on its own website, through the online shop Villoid, and now also Zalando.
“We have entered into a partnership with Zalando. This means that we will sell our products on its marketplace, and Zalando will deal with payment, delivery, etc. In a partnership model, you have a more active role than that of a supplier. We see this as a test and will take advantage of the coming period to learn as much as possible,” says Alice de Lange Bergmann, KAM for New Business in Pierre Robert Group.
Over 90 per cent of Pierre Robert socks and underwear are currently sold in grocery stores.
“Pierre Robert’s foundation lies in the grocery sector. That’s where we have grown to be a major player and achieved success, but we also see the importance of growing where the consumer is, and e-commerce is now a significant source of growth,” explainsGunhild Enger, Director of eCommerce at Pierre Robert Group.
Zalando has a 22-28 per cent penetration rate in the Nordics, and is consequently an extremely attractive partner. The Skavlan collection will initially be rolled out for sale in Sweden and Finland, but the plan is to gradually expand.
For the time being, moreover, only parts of the Jenny Skavlan collection have been made available in the online store.
“If this works out, we will definitely be interested in distributing a larger portion of the product range, but there is a very substantial difference between online and grocery store sales. A lot of tights and socks are sold in grocery stores, while a larger quantity of bigger garments, made of wool and sports wool, are sold online, and this collection comprises sweaters, trousers and dresses,” Enger says in conclusion.
Orkla is a leading supplier of branded consumer goods and concept solutions to the consumer, out-of-home and bakery markets in the Nordics, Baltics and selected markets in Central Europe and India. Orkla is listed on the Oslo Stock Exchange and its headquarters is in Oslo. In 2018, the Group had a turnover of NOK 41 billion, and approximately 18,500 employees as of 31 December 2018.