Zalando has launched a new offer, called Brand Homes, that allows brands to supply high-quality and directly curated content to lead customers to engage with them on its website longer and more frequently, or to discover them for the first time. The service is also meant to enrich the customer experience. A content management tool will make it easy for brands to modify their content and curate specific collections by selecting the products, topics and campaigns that they want to showcase, for example by focusing on their efforts in the area of sustainability. The system also enables the brands to monitor the performance of their content across different countries and product groups on Zalando’s internet platform. Brands like The North Face have already adopted Brand Homes. The international German-based e-tailer describes the initiative as yet another step in the implementation of a vision, expressed at the beginning of 2019, to become “the Starting Point for Fashion.” Zalando says its customers spend on average 80 minutes per month on its platform, and the new tool is expected to extend the time span.