About You has fundamentally revised its marketplace. With a clearly simplified onboarding process and the new Seller Center, available at partner.aboutyou.comthe Hamburg online fashion store wants to make access to over 12 million in particular small and medium and independent labels and start-ups: on the inside-a clear signal to the industry.
In an interview with Fashionunited, Mitnütter and Co-CEO Tarek Müller explains how the structural changes not only open up new growth potential, but also start the start of a new chapter in the company’s platform strategy.
From the hybrid model to the open marketplace
Since its founding eleven years ago, About You has been on a hybrid business model from wholesale and marketplace. By autumn 2023, the company acted legally as a seller – this meant technically complex integration for branded partners. With the issuance of the payment service permit from the Federal Office for Financial Service Supervision (BAFIN) to Scayle Payments GmbH, a subsidiary of the ABOUT YOU Group, which is responsible for the handling of all payment processes, the model was decisively further developed: Brands now have the option of selling directly and safely via ABOUT YOU.
The central instrument is the new Seller Center, an intuitive platform that was specially developed for the needs of growth brands. It allows a quick connection, extensive data analyzes and can be easily integrated with systems such as Shopify or Middleware solutions such as trading cytes. The aim is to bring significantly more fashion and lifestyle labels to the platform: in addition to established players, niche providers and young brands with innovative strength.
Fast start, lower hurdles
What was previously associated with a considerable technical implementation and legal examination effort is possible today within three to four weeks- with significantly reduced effort: Seller can manually list their products manually or automatically via existing shop systems. Admission fees are no longer available, and the requirements for product catalogs were also noticeably reduced. “In the past, the process was not made for smaller brands,” says Müller. Today, starting works without major resources.
The new setup is not only practical, but also powerful: In the Seller Center, partners receive real-time insights into sales, click and conversion councils, prices and image material as well as socio-demographic data from users: inside. The data -driven insights support to control ranges and sharpen the storytelling.
Brand presence with added value
“Many customers: Discover new labels on the inside of the ABOUT YOU,” says Müller. Visibility plays a central role in this. With the “Sponsored Products” tool, partners can specifically highlight their products within the online fashion store. In order to promote the start, the company offers a co-investment of up to 50,000 euros by October 31, 2025: For each euro, the brands invest in “Sponsored listings” on the marketplace, it puts another euro on top.
But About You wants to offer more than just one transaction area. Unlike classic marketplaces, Müller pays attention to the depth of content. Labels create their own content stories, integrate inspirative content and tell their history. “Fashion is more than just a sale, she lives from storytelling,” he emphasizes.
Register now and become a partner
Interested partners can now partner.aboutyou.com inform about all advantages. The entry at About You was never easier: With the new Seller Center from About You, your label can reach over 12 million: inside – in less than four weeks. Thanks to the simple connection via Shopify and other middleware solutions such as B. Tradebyte, control your products, prices and stocks flexible and in real time.
Flexible fulfillment and logistics solutions
Logistically, the fashion dealer also offers various options. Partners can choose between dropshiping and “fulfillment by about you”. The latter includes storage, shipping and consolidation of orders – with reduced costs and improved customers: indoor experience. The service offers decisive advantages, especially for smaller brands without their own logistics structures. With minimal effort, up to 28 European markets can be supplied professionally, without their own warehousing, complex shipping processes or additional customers: indoor support.
Instead, partners benefit from the existing infrastructure and the optimized processes of online fashion store, including consolidation of goods and shipment tracking. “We want to enable our partners to concentrate fully on the product and brand,” says Müller. At the same time, the bundling of fulfillment processes also strengthens the shopping experience for customers: inside: consistent order processes, shorter delivery times and fewer returns contribute to their satisfaction and long-term binding.
Digital tailwind for founders: inside
The time is strategically cheap for partners. After three challenging years for the e-commerce sector, Müller expects normalization in the fashion market, combined with a return to the growing online share. Technologies such as artificial intelligence, digital fit and personalized consulting tools could give e-commerce additional boost. “We are stronger today than before the consumer crisis,” says Müller. “We use this position to be exactly the place where brands grow.
Your brand deserves more visibility.
With the new Seller Center from ABOUT YOU and 50,000 EUR start grants, you can reach the label over 12 million: inside-in less than four weeks.
Start now for free: partner.aboutyou.com