The Spanish online personnel shopping platform Lookiero and its largest competitor, the German platform Outfittery, have decided on a merger. The newly created company Lookiero Outfittery Group wants to act as a European market leader in the area of assisted online shopping in the future.
As both companies told fashionunited, the merger was designed as a partnership under the same. Although no financial details or precise capital distributions were disclosed, both companies bring their respective competitive advantages into the new group. Lookiero, with his expertise in the field of fashion advice for women and a strong focus on the French market, complements itself with Outfittery, which traditionally specializes in male customers, but also serves women and is particularly represented in the roof region (Germany, Austria, Switzerland).
After completing the merger, the new company will use a common technological platform to continue to look after existing customers: further. Both the Lookiero and Outfittery brands remain independent, as well as their teams and locations. While Lookiero continues to operate from Bilbao, Outfittery’s headquarters remains in Berlin. Oier Urrutia, founder and previous CEO of Lookiero, as CEO of the group, as well as Julia Bösch, founder and CEO of Outfittery, which as chairman of the board of directors shape the strategic orientation take over the operational management of the new company.
“The merger enables us to combine our technological strengths and our deep understanding of our customers: to combine inside and to build a leading company in the field of digital personnel shopping of the future,” explains Oier Urrutia. In his statement, which was published as a common statement by both companies, he also thanks all teams and investor: inside who made this step possible.
“Lookiero and Outfittery go together perfectly – both in cultural and strategic terms,” adds Julia Bösch. “We share the vision that the global fashion market needs a leading provider for a fully personalized digital shopping experience.” The merger brings complementary strengths that are supposed to promote common growth. “Together with our teams, we will further develop our offer and inspire growing international customers with individual looks and personal style advice.”
A leading company with three million grants: inside and 130 million euros in sales
The Fusion creates a new European industry leader in the online personnel shopping segment with the Lookiero Outfittery Group. The company will start with a strong presence in 13 markets and builds up on a base of over three million active: inside. In the 2024 financial year, the two platforms together generated sales of 130 million euros, which they now want to further increase. An important goal for 2025 is to secure the profitability of the individual platforms with the clear focus of achieving a double-digit Ebitda margin.
A central concern of the new company is to maximize synergies between the two platforms and at the same time increase surgical efficiency. By merging the resources and processes, the company expects cost optimization and a broader variety of brands for customers: inside – over 200 fashion brands are already integrated, with further extensions in planning. In addition, the expansion to new markets is to be forced to further expand the leading position in the European online fashion trade. According to forecasts, the European online modem market will reach a value of 219 billion euros by 2028.
“The European online fashion trade is growing rapidly, and personalized shopping experiences are driving this change significantly. By using artificial intelligence and human expertise, we improve the customer experience, ”says the Lookiero Outfittery Group. “With our merger we are ideal to help shape the future of personalized shopping.” The company takes successful models such as the US company Stitch Fix as inspiration that achieved sales of $ 1.34 billion in 2024 and an EBITDA of $ 29.3 million.
Are there already plans for consolidation, for example by withdrawing a brand from certain markets or a long -term merger under a single brand?
Oier Urrutia, CEO from Lookiero: Both brands remain and there are no plans for a withdrawal. Because having Lookiero and Outfittery together in a group of companies is a great strength that enables us to use different customers: internal segments with different needs.
The key is that both brands operate on a common platform without competing in competition. This allows us to make a customer of: optimizing internal experience – and this is exactly what our focus is on: to constantly improve our service. Of course, we will continuously adapt our strategic orientation to the needs of the respective markets.
Julia Bösch, CEO of Outfittery: Lookiero and Outfittery merge to become the leading provider of personalized online shopping in Europe-an important step towards sustainable growth and long-term profitability. Our goal is to achieve a leading market position. Both companies have established themselves in different target groups and markets, and we will use this complementary strengths.
The fact that both brands remain enables us to address various customers: internal segments with tailor -made offers. Therefore, there are no plans to operate under a single brand. Rather, we rely on our presence in different regions and the power of our brands to offer an even more individual and efficient service.
What next steps are planned and what short, medium and long-term goals are you pursuing as a new group?
Urrutia: In the short term, our biggest challenge is to combine the best of both companies. We want to combine our technologies and know-how to maximize our range of value. In the medium -term focus there is the consolidation of our synergies and the improvement of customers: internal experience through the use of advanced artificial intelligence (AI). In this way we can optimize recommendations and make logistics processes more efficient. In the long term, we strive to promote our growth through the development of new markets and the diversification of our offer – for example by expanding into segments such as children’s fashion, whereby personalization always remains our central principle.
Bösch: In this first phase after the merger, we fully concentrate on bringing our teams together and building a strong, common organization. At the same time, we operatively work to combine the competencies of Lookiero and Outfittery in order to develop a powerful and efficient platform. And in the long term – in addition to what Oier has already mentioned – we will explore new growth opportunities, be it by entering other countries or by expanding our offer. Our goal is to continuously develop the area of personalized online shopping.
In addition to the expansion of the offer and the development of new markets – are there other levers with which the Lookiero Outfittery Group is to be made possible?
Urrutia: At the moment, our sales mainly come from the sale of clothing via our personal shopping service. This will remain our core business. In the long term, however, we plan to develop new services, to examine strategic partnerships and to further optimize our operational efficiency in order to promote our growth.
Bösch: The sale of fashion remains our main source of income. For the future, we see great potential in further developing our platform through cooperation with brands, new services and more efficient processes – to make our customers an even more attractive range of value.
This article previously appeared on fashionunited.es and was used with the help of digital tools translated.
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