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Stadium Goods Expands to Europe with the Help of Zalando

Streetwear and sneaker retailer Stadium Goods announced plans last week to partner with online retailer Zalando to expand into the European market.

Stadium Goods will test the waters in Germany first before rolling out product to the rest of Europe.

“As a leader in the sneaker market, we’re excited to be partnering with Europe’s premiere online shopping destination,” said John McPheters, Stadium Goods co-founder and CEO. “We believe together, Zalando and Stadium Goods will offer sneaker enthusiasts the authenticity and selection European consumers have long been asking for.”

Stadium Goods’ European expansion follows the launch of its e-commerce website in the U.S. in October 2015, and comes after Mark Cuban’s help in raising $4.6 million in funding for growth. Europe’s growing sneaker head population led to Stadium Goods’ decision to expand there to meet unmet demand.

The new partnership with Zalando will allow brands and retailers to connect their own e-commerce stock to the Zalando fashion store, allowing shoppers a broader array of products to choose from. Items are also integrated into the Zalando catalog and shipped directly by Stadium Goods.

For Stadium Goods’ sellers, this means more visibility and brand awareness in the European market.

Stadium Goods made an appearance at the Bread & Butter by Zalando fashion fair in Berlin, which took place from Sept. 1-3.

“Stadium Goods’ presence at Bread & Butter makes it a truly unmissable event for the European streetwear cognoscenti and this exclusive partnership with Zalando’s Partner Program positions us as a key destination for Europe’s community of discerning sneakerheads,” Carsten Keller, VP direct-to-consumer at Zalando, said at the start of the show.