E-commerce: Spartoo launches own brands

Last year, the online retailer expanded its range to include a hundred or so clothing brands. Now, it’s now launching its own lines through three private labels.

Spartoo.com

The company has developed the brands with the preferences of the site’s customers in mind. Moony Mood is aiming for an "imaginative and accessible" positioning while BT London is going for "trendy urban", while Fericelli sees itself as "luxury at your fingertips”. The three brands include 260 footwear models, 120 bags and 200 pieces of apparel that have been added to the site’s range. Prices range from 29 euros for a pair of Moony Mood ballet shoes up to 300 euros for Fericelli boots, to bags sold between 40 and 45 euros. 

"In order to continue to grow, we need to try out new things," said founder Boris Saragaglia. "Since the beginning of this year, we’ve tested some exclusive footwear, leatherwear and textile products. Our clients responded quickly and it seemed obvious that the next step would be to develop this new range with their preferences in mind. In order to offer a wider range of options, we’ve aimed to make a big splash by creating not only one, but three new brands to better respond to the expectations of our broad customer base, who are constantly looking for the next thing."

This strategy is not unlike that previously adopted by Spartoo’s two main competitors: Zalando (Germany) and Sarenza (France), which have also both developed their own brands. Spartoo has particularly focused on expanding its original footwear range to include apparel as well. The site has also developed internationally and is now available in 20 countries in Europe.

In 2013, Spartoo generated a turnover of 130 million euros. With 200 employees and 14 million individual visitors per month, the company, which was launched in 2006, now offers 70,000 pieces from over a thousand brands.

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