Zalando is selling Kickz, its sub-e-tailer for sneakers, street apparel and accessories. The acquirer is Play Hard, a recent subsidiary of Crealize, described as a German “company creator” that “develops new business models and companies.” Zalando purchased Kickz as recently as 2017, intending to expand its position in streetwear, gaining access to exclusive sneaker styles, but the assortment elsewhere in its portfolio has come to overlap Kickz' specialty in the past two years. Back in February, moreover, Zalando embarked on a new strategy to become the “Starting Point for Fashion,” and Kickz no longer fits in. For now, there are no plans to alter Kickz' website, its 11 physical stores or its staff. The sale should be wrapped up in the first quarter of next year.

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