About Us Ships directly from the factory

German fashion platform About You has announced that it wants to start shipping products directly from factory to consumer. By eliminating a link in logistics, the platform hopes to lower prices and stop losing customers.

About You is an online clothing retailer from Germany. In the 2023/2024 fiscal year, it made a profit of 3.2 million euros for the first time after years of losses. However, competitors from outside the European Union, such as Shein and Temu, are quickly attracting customers in Germany.

“Shein’s revenues grew by 55 percent last year”

For example, Shein is estimated to have generated around $45 billion in Europe and the United States last year, a 55 percent increase. In an effort to stem the loss of customers, About You announced it would change its strategy.

Powered by AI

“This year we will offer products directly from the factory,” CEO Tarek Müller announced. With AI, the company wants to quickly identify new trends and produce products in small quantities accordingly. These will then be delivered directly from factories to customers. This should reduce costs and excess inventory.

‘About You has manufacturers in Europe and Turkey who can dropship products to Europe quickly’

While Shein and Temu also dropship their products, they come from factories in China. About You has manufacturers in Europe and Turkey and will use them to dropship products. This way, it can offer faster shipping than its Asian competitors.