Zalando snaps up augmented reality specialist DeepAR

Zalando has snapped up augmented reality specialist DeepAR as it invests further into its technological capabilities.

The acquisition will help boost the ecommerce giant’s 3D roadmap by producing 3D assets at scale and incorporating 3D experiences throughout the brand’s platform.

Zalando said DeepAR, which will remain an independent company under its new ownership, will help to further “bridge the gap between physical and digital shopping”.

The move comes as the German ecommerce platform has been rolling out a host of 3D initiatives, including 3D products and a virtual fitting room that was introduced back in 2023.

Zalando general manager of UK, Ireland and France Laura Toledano said: “The UK is a market known for being innovative yet fashion savvy. Therefore, I am very happy that we’re investing into bringing London-based start-up Deep AR under the Zalando roof.

“Being able to offer 3D content and experiences at scale will enhance the online shopping experience, further bridging the gap between physical and digital shopping, and deepening customer relationships in the UK and beyond.”

Zalando vice president content solutions Matthias Haase added: “With this acquisition, DeepAR gains from Zalando’s expertise in fashion, technology, and scaling operations while we benefit from DeepAR’s best-in-class ShopAR platform, 3D technology, talent, and rapid innovation capabilities.

“It’s a win for both companies and we are looking forward to the innovation we’ll build for our customers together.”

In December, Zalando revealed it was acquiring German fashion etailer About You under its plans to form a pan-European ecommerce platform.

The retailer said it planned to offer £5.35 per share, which represented a 12% premium on the current stock price and valued the platform at £906m.

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