About You Holding AG (stylized as ABOUT YOU) is a German online fashion retailer founded in Hamburg in 2014 as an Otto Group project. The platform operates in 26 European countries and carries 2,000+ brands alongside its own private label, Edited. In July 2025, Zalando SE acquired a 91.45% majority stake, integrating About You into Europe's largest online fashion group. Revenue for FY2024 was €1.935B.

The platform's aesthetic is shaped by personalisation algorithms and influencer-driven fashion trends rather than a single editorial design voice. The Edited private label targets contemporary European casualwear. Influencer collections follow trend directions selected by collaborating creators. About You ran branded events (About You Awards annual show, Pangea Festival partnership) to embed the brand in European youth fashion culture.

• Founded: 2014, Hamburg (as "Collins" project of Otto Group)
• Headquarters: Hamburg, Germany
• Parent: Zalando SE (91.45% stake, July 2025)
• Markets: 26 European countries
• Revenue: €1.935B (FY2024)
• App share: 75% of revenue generated via smartphone app
• B2B division: SCAYLE (spun off as separate entity, August 2023)

The platform sells women's, men's, and children's fashion (clothing, footwear, accessories) from 2,000+ third-party brands. The Edited private label - sold through a separate webshop and 100+ retail partners in Germany, Netherlands, Belgium, Switzerland, Austria, Denmark, and Czech Republic - is About You's proprietary design brand. Influencer collaborations include exclusive collections developed by selected creators, including Lena Gercke's "LeGer" and "LeGer Basics" lines.

About You operates as a pure-play online marketplace with no physical retail stores. The SCAYLE B2B SaaS platform (spun off 2023) licenses About You's proprietary e-commerce infrastructure to third-party retailers. The Edited brand is distributed via aboutyou.de and a standalone webshop (edited.de), plus wholesale to 100+ retail partners across seven European countries. No external pattern licensing is documented in the source.

About You positioned itself as Europe's most personalised online fashion retailer, competing directly with Zalando in mid-market fashion e-commerce. Its differentiation strategy combined AI-driven personalisation, influencer co-creation, and the Edited private label. Hamburg's first unicorn (valued at $1B+ in 2018), the platform was consolidated by Zalando in 2025. By FY2024 it carried 2,000+ brands and processed 37.8M orders at an average order value of €58.

About You's direct SPD relevance lies in the Edited private label, which requires in-house fashion design and print/pattern decisions across clothing categories. As a multi-brand marketplace, the platform is a retail channel for pattern-driven fashion brands across all segments - including swimwear, activewear, and printed womenswear. Influencer-developed collections involve collaborative fashion design that may include print and pattern direction. No specific SPD hiring or design team data is documented in the source.