Lascana
Lascana grew from a Hidden Champion in the DACH Region to a well-established Pan-European Fashion Retailer with FbAY
Lascana, as part of the largest German-based online retailer Otto, was able to shift their business with ABOUT YOU from a sole wholesale business to a fully flexible direct to customer business through Fulfillment by ABOUT YOU. This model enabled Lascana to push their ambitious growth strategy, offer a great customer experience and scale their brands across borders.
-
>50%
of revenues on ABOUT YOU generated outside of Germany -
>70,000
parcels shipped per month -
+500%
in ROAS in Q1/2021
“We have been working with ABOUT YOU since Day 1 in 2014 and really appreciate our successful and driven partnership. We are happy to have joined the FbAY model and to benefit from ABOUT YOU’s steadily ongoing internationalisation. FbAY enables us to deliver our products to all available countries and to profit from ABOUT YOU´s new market entries, which both is a win for the customers, ABOUT YOU and us. We are looking forward to the upcoming years of this great partnership and the business that we further develop together.”
(Dimitri Geibel, Lead International E-Commerce & Marketplaces)
About Lascana
| Founded in: | 2006 |
|---|---|
| Headquarter: | Hamburg |
| # of employees: | 190 |
| Operation model: | Wholesale (since 2014) FbAY (since Juni 2020) |
| Categories: | Women’s Underwear & Swimwear, Textile, Shoes, Sport, Accessories |
| # of articles: | 5,000 |
The track record with ABOUT YOU
The partnership between Lascana and ABOUT YOU started at the very beginning of ABOUT YOU’s history in 2014, where Lascana joined the ABOUT YOU platform as a strong wholesale partner. The partnership was a great step towards new market entries and clearly showed the potential of an extended customer base via ABOUT YOU. The net revenue was reaching levels up to over EUR 300,000 per week when, in 2020, the company decided to further optimise their sales streams.
The ambition of the partner
Even though Lascana enjoyed great popularity in the DACH-region, the company was looking for a partner that offers the capacities and capabilities to scale their business across borders. Therefore the company was aiming for a solution which enabled strong and rapid growth across European markets and an advanced international fashion fulfillment set-up. In addition, the company was aiming for increased brand awareness and comprehensive customer engagement.
Challenge accepted by ABOUT YOU
The Fulfilment by ABOUT YOU model lives up to Lascana’s ambitions. The model offers partners access to 30m monthly active users on Europe’s fastest-growing online fashion platform and instant presence in 26 European markets thanks to one of Europe’s leading fashion fulfillment networks. ABOUT YOU also offers brands a great platform to increase their brand recognition among young fashion conscious customers due to the strong footprint in the Gen Y&Z segment.
ABOUT YOU’s solution
FbAY enables multinational market entries in one go and helped Lascana achieve their main goal of full international coverage of additionally 26 markets with significantly reduced time and monetary resources. Additionally, the easy logistics handling and the high flexibility on assortments allowed Lascana to capitalise on their biggest strength: their impressive product variety among their wide brand assortment.
Undoubtedly, Lascana’s successful market entries were also made possible through ABOUT YOU’s extensive knowledge of state-of-the-art marketing. Together with ABOUT YOU’s Brand Relations & Retail Media Team, Lascana created a variety of marketing campaigns, ranging from wide-reaching onsite campaigns to performance-driven sponsored product ads. Lascana’s own fashion show at the ABOUT YOU Fashion Week bears testimony to the joint efforts for an authentic integration of Lascana into ABOUT YOU’s community.
With the 360° service of ABOUT YOU SCAYLE, Lascana receives additional, tailored support in their technical set-up, marketing services and shop management in external markets.
The outcome
Through FbAY Lascana was able to materialize its international growth story. Despite being a company with a strong focus on the German market, over 50% of the revenues generated with the FbAY model are located across borders outside of Germany. After the go live in spring 2020, demand was boosted by 70%, product count increased by over 350%, and over 70,000 parcels were shipped per month. For the optimum brand experience, Lascana follows an integrated marketing strategy with ABOUT YOU and combines their brand shop with targeted marketplace marketing measures.
Next Steps
Lascana is convinced by the past results of the FbAY model and wants to continue its growth trajectory with ABOUT YOU. Lascana has set up a dedicated inhouse team to manage the optimization of FbAY strategies, projects and assortments as well as marketing planning in order to develop, exploit and control the ongoing growth. The company is looking forward to benefit even further from ABOUT YOU’s ongoing expansion into new markets, which will be available for all existing FbAY partnerships without the need of any additional integration processes.