With its roots in Germany, Zalando is a well-known online retailer that specialises in shoes, clothing, and cosmetic items. David Schneider and Robert Gentz founded the business in 2008, and it has since grown to serve over 51 million active consumers across 25 European nations. Zalando provides a wide range of services, including physical stores in 12 German cities, the private shopping club Zalando Lounge, and multi-brand online shopping that includes its brands. The corporation employed over 16,000 people in 2022 and generated impressive revenues of 10.3 billion euros.

Zalando launched Zalando.co.uk in 2011 to make its services available to British customers in the UK. The business's amusing advertising strategies immediately gained notoriety. Additionally, Zalando bought a sizable share in Anatwine, a Cheltenham-based software firm, in 2015. By unifying procedures, systems, and stock files, this partnership aims to improve the online fashion retail experience while enabling a wider variety of brands to be offered on Zalando's platform.