About You

Germany

About You launched in 2014 out of the Otto Group and became known for a shopping app that behaves more like a social feed than a catalogue. Its own brands, including Edited and Leger by Lena Gercke, cover the cheap-and-trendy segment that Shein targets, and its influencer drops sell out fast. The company listed in Frankfurt in 2021 and was bought by Zalando in 2025. It continues as a separate brand with its own app, while the back end merges with Zalando's logistics.

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European alternatives to Shein

Cheap fashion without shipping it from China. European online shops and marketplaces that cover the same ground as Shein: low prices, fast trends and huge ranges, with EU consumer rights and returns.

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