Ten Years of About You: From Startup to a Leading E-Commerce Group
A decade has flown by since ABOUT YOU initiated its journey in 2014 with an ambitious goal to transform the shopping experience, particularly for Generations Y and Z. Fast forward ten years, ABOUT YOU Group has not only achieved its mission but also established itself as a dominant force in Europe’s online fashion and e-commerce sphere. The group is now comprised of ABOUT YOU, a top-tier online fashion retailer in Europe, and SCAYLE, a rapidly expanding software-as-a-service (SaaS) commerce platform recognized globally.
Innovative Approaches and Future-Oriented Strategies
The inception of ABOUT YOU was driven by a Millennial vision tailored to meet the expectations and preferences of Generations Y and Z. The unique marketing approach adopted from the outset includes the use of hauls, live shopping, and creator marketing through social media platforms, building a vast network of over 27,000 influencers. The brand has kept its community engaged with annual social media hosts leading them through behind-the-scenes experiences, new collaborations, and standout events like the ABOUT YOU Awards, ABOUT YOU Pangea Festival, and ABOUT YOU Fashion Week.
Exclusive Collections as a Unique Selling Point
At ABOUT YOU, customers have an incredible array of choices with more than 4,000 brands ranging from global powerhouses to niche local names. The platform’s unique selling proposition lies in its exclusive collections and collaborations with creators and celebrities, launching over 130 celebrity brands and more than 430 product drops, mainly as limited editions since its first collection in 2017.
Customer Satisfaction Through Personalization
ABOUT YOU has succeeded in amassing over 33 million satisfied customers through its award-winning app and website, offering the most personalized shopping experience in the industry. Spanning 28 European markets, ABOUT YOU tailors its offerings to the diverse cultural backgrounds and specific needs of each country’s customers. The platform’s global reach allows customers from around 100 countries to shop at aboutyou.com, with its app becoming the most downloaded in the App Store just a year after its launch in December 2015.
Scayle – The Engine for Scaling the Digital Business
Introduced as ABOUT YOU Group’s B2B venture, SCAYLE empowers retailers and third-party brands to leverage the group’s cutting-edge e-commerce infrastructure. Launched in August 2023, SCAYLE distinguishes itself with a comprehensive suite of integrated functionalities, including store, checkout, and order management, complemented by an intuitive user interface. Its value proposition is continuously enhanced with the addition of new features like subscription models, promotions, and omnichannel capabilities. SCAYLE’s technology is the backbone for over 200 online shops, offering a testament to its scalable, modern enterprise shop system.
From Hamburg to the World
SCAYLE’s journey began as the e-commerce partner for premier German retailers and brands across fashion and lifestyle sectors. It has since expanded its horizons beyond Germany and the fashion and lifestyle segments, gaining the trust of global enterprise customers such as BeNeLux, the United Kingdom, the Nordics, and more. Notably, SCAYLE is embarking on a North American expansion supported by a dedicated local team and entity.
Milestones and Birthday Celebrations
2018 marked a significant milestone for ABOUT YOU, becoming Hamburg’s first unicorn company valued at $1 billion. This was followed by a successful trading debut on the Frankfurt Stock Exchange in 2021. As of 2023, ABOUT YOU Group prides itself on employing more than 1,200 individuals from 74 different nationalities, securing the highest rank among digital companies on manager magazin’s list of Germany’s most desired employers. Celebrating its tenth anniversary under the theme “10 years with you. 10 years ABOUT YOU.”, the company has launched four unique commercials, each telling an “Everyday Hero” story to thank its customers for their decade-long loyalty.
About the ABOUT YOU Group
The ABOUT YOU Group comprises ABOUT YOU Holding SE and its fully consolidated subsidiaries, representing a powerhouse in the international e-commerce arena. The business-to-consumer arm, ABOUT YOU SE & Co. KG, stands out as one of Europe’s largest online fashion and lifestyle retailers, renowned for delivering personalized shopping experiences on smartphones. With the multi-award-winning ABOUT YOU app and website, the platform boasts more than 42 million monthly active users and offers an extensive selection of over 700,000 items from approximately 4,000 brands. On the business-to-business side, SCAYLE GmbH plays a key role, with its cloud-based enterprise shop system enabling brands and retailers to swiftly and flexibly scale their digital endeavors, currently powering over 200 online stores and serving as the technology of choice for leading names across various sectors.
