Berlin-based online fashion platform Zalando has acquired Highsnobiety, a daily news website covering luxury lifestyles.

Zalando says Highsnobiety will work as a strategic and creative adviser to enhance the company’s storytelling and assortment curation capabilities while continuing to maintain independent operations. 

The companies will join forces to engage and inspire customers. Highsnobiety will be responsible for creating an attractive online environment for both consumers and companies, and the media channel will have the opportunity to tap into Zalando’s expertise and resources to help fuel its e-commerce capabilities.

The relationship is part of Zalando’s plan to become one of the most popular destinations for streetwear, new luxury, and fashion inspiration, particularly among younger, fashion-conscious customers.

“Both of our companies share a passion for building strong brand partnerships and enabling brands to inspire audiences with their products and stories,” said David Schneider, founder and Co-CEO of Zalando. 

“Partnering with Highsnobiety will allow us to execute much faster on our ambition to offer the most relevant and engaging – as well as convenient – shopping experience to our customers.” 

Highsnobiety will keep its editorial and curatorial independence as part of the arrangement, with publishing and agency activities will remain completely independent. Highsnobiety’s joint MDs David Fischer and Jürgen Hopfgartner will continue to lead the company, while Fischer, as founder, will retain a minority ownership.