Zalando Expands Dedicated Pre-Owned Online Store, Zircle, to Sweden and Denmark

  • Zalando customers in Sweden and Denmark can now effortlessly buy pre-owned fashion via Zircle and enjoy the same unmatched convenience they know from Zalando 
  • According to a recent company survey, every second Zalando customer in Sweden and Denmark would consider buying pre-owned fashion within the next six months
  • Zircle will support Zalando’s target of extending the life of 50 million fashion items by 2023 by enabling customers to give them a new life quickly and effortlessly


BERLIN, 18 FEBRUARY, 2021 // Today, Zalando, Europe's leading online platform for fashion and lifestyle, expands Zircle, a webshop dedicated to consumers looking for a quality-checked, inspirational pre-owned fashion assortment to Sweden and Denmark. All of this comes with the look, feel and unmatched convenience of Zalando, making more than 100,000 fashion items from well-known brands now available to all Zalando customers in these two markets in the Nordics. Zircle  responds to conscious Nordic consumer demand for an easy and convenient pre-owned fashion shopping experience. A Zalando survey shows that around half of Zalando's Swedish and Danish customers would consider buying pre-owned fashion within the next six months [1].

“We are very excited to expand Zircle to Sweden and Denmark and offer Nordic consumers a pre-owned experience with the highest level of convenience,” says Mareike Hummel, Director UX Recommerce at Zalando, continuing, “Over the past two years since launching Zircle in Germany and expanding across Europe, we have gathered many learnings that helped improve the customer experience when shopping on Zircle.”

Each article on the platform, all previously owned by Zalando customers in markets where a trade-in function is available, has been assessed in a two-step quality check; first via digital photos uploaded by the customer and secondly once Zalando receives the physical product. This is done to guarantee a curated and high-quality fashion experience. The wide assortment on Zircle includes brands that are available on Zalando and others currently unavailable on the Fashion Store. In line with Zalando’s goal to minimize waste and keep materials in use, specifically eliminating single-used plastics by 2023, plastic-free packaging is being piloted for all orders from Zircle and recycled paper is used instead.

“Zircle will support our target of extending the life of 50 million fashion items by 2023 by enabling our customers to give them a new life quickly and effortlessly,” says Laura Coppen, Head of Circularity at Zalando.

With the launch of Zircle in 2019 in Germany, Zalando has had the chance to test and learn how the pre-owned experience works for its customers and how it can be scaled and improved. Following those learnings, Zalando integrated the Pre-Owned category into the Zalando Fashion Store in Germany, Spain, Belgium, France, the Netherlands and Poland in 2020. 

Visit Zircle here: and

[1] Zalando survey 2020

Boiler Plate - Q3 2020 - EN

About Zalando

Zalando is Europe’s leading online platform for fashion and lifestyle. Founded in Berlin in 2008, we bring head-to-toe fashion to more than 35 million active customers in 17 markets, offering clothing, footwear, accessories, and beauty. The assortment of international brands ranges from world famous names to local labels. Our platform is a one-stop fashion destination for inspiration, innovation, and interaction. As Europe’s most fashionable tech company, we work hard to find digital solutions for every aspect of the fashion journey: for our customers, partners and every valuable player in the Zalando story. Our goal is to become The Starting Point for Fashion and a sustainable platform with a net-positive impact for people and the planet.

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