Berlin-based fashion e-tailer Zalando has named Adidas as the first international brand partner to join its online platform, with stock from its Tauentzienstraße performance store in the city being available for same-day, free delivery.

For Zalando, the pilot is the next step towards its vision of integrated commerce that provides shoppers with a single point of contact where they can find all apparel items. The e-tailer's long-term vision is to establish a network linking stock held in stores and warehouses for consumers across Europe. 

"Today's customers are online; however, most of the fashion items are still located in local stores," explains David Schneider, co-founder and CEO of Zalando. "We want to give customers access to any fashion item anywhere and enable local stores to engage with digital customers in a new way. The pilot shows how we connect fashion with people and how offline and online will merge together in the future."

He adds: "The new Integrated Commerce pilot with Adidas is an important step for us." 

Zalando's customers in Berlin can now shop Adidas items via the e-tailer's ZipCart app, with products directly delivered from the store on the same day between 7pm and 9pm, providing an order is placed before 3pm.

Harm Ohlmeyer, senior vice president Adidas digital brand commerce, says the pilot marks another important milestone in the digitalisation of the company.

He adds: "Our goal is to provide our consumers with the best brand experience they can get, no matter where and when they choose to shop. Our consumers want the latest and newest product – and they want it now. We are very excited about our pilot with Zalando in Berlin and look forward to implementing learnings in other areas of our business."