Zalando Focuses on ‘Emotion,’ Storytelling With New Appointment – WWD

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LONDON — Zalando has named Morten Grubak to the newly created role of vice president of creative direction. The retailer said he will be responsible for the overarching look and feel of the Zalando brand, the customer journey, and all consumer touchpoints.

Grubak joins Zalando from the Vice Media group, where he headed the Global Innovation Lab of the Virtue agency. 

Zalando said that under his leadership, Virtue launched “industry-defining work at the intersection of culture and technology.” At Virtue, Grubak worked with major international brands and organizations and also coauthored The Screenwear Paper, a global report on consumer perceptions of virtual goods.

He will join Zalando on Oct. 1, and report to Anne Pascual, senior vice president of product design. 

Pascual, who oversees design, marketing and content at Zalando, said Grubak’s appointment is part of an ambition “to make Zalando an emotion- and story-led brand, and a destination where customers get inspired. Morten brings an impressive creative track record, with many of his projects being recognized as groundbreaking within the industry.”

Grubak’s appointment comes ahead of Zalando’s launch of a luxury boutique-style space, similar to a designer floor in a department store, but on screen.

As reported, the new space will open in the fourth quarter of 2023 and have an “elevated, clean look and feel,” according to Lena-Sophie Roeper, Zalando’s director for designer and luxury.

The company has plans to add new brands to the space, although it has not specified any names.

Zalando already has a high-end offer, and carries around 300 contemporary and luxury labels. It stocks names such as Missoni, Marni, Victoria Beckham, Roksanda, Erdem and David Koma. It also launched an exclusive capsule collection with Paco Rabanne (now Rabanne) in April.

“We see it as a luxury floor of our digital department store, an ecosystem where customers get inspired and luxury brands feel at home,” Roeper said during an interview at Copenhagen Fashion Week over the summer.

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