Zalando says it can now attest to the Beyoncé effect. Despite slower first quarter sales than it had projected, due to “an earlier Easter and a cool early spring,” sales of the musician’s Ivy Park collection proved significant. Europe's largest online-only fashion retailer has said that the launch of Beyoncé's new Ivy Park collection majorly boosted sales on its site, which boasts a roster of over 1,500 brands, ranging from Hugo Boss, Iceberg, Escada, and Just Cavalli to Gap and adidas.
The quarter marked "a solid update,” for Zalando, Jefferies analyst David Reynolds, told Reuters, noting that the company is outpacing ASOS in Europe. Zalando board member Rubin Ritter said Easter was usually slower as people were on holiday, but sales had picked up again since then, helped by heavy marketing for the launch of a new sports label, Ivy Park, co-founded by mega-star Beyoncé.