British fashion and lifestyle brand FatFace has launched on shopping platform Zalando, entering into the German market.

The move is part of the clothing retailer’s strategy to expand its international multichannel offering.

Customers in Germany will now be able to shop the womenswear and menswear ranges on Zalando.

Through the platform, FatFace will continue to grow its digital presence and launch in other markets across Europe.

The company said digital now accounts for 36 per cent of total revenue, with over 40 million visits to FatFace’s website annually.

Initial trading has been positive, with FatFace adding that it is anticipating strong sales heading into autumn, driven by the demand for transitional dressing.

The company said it is planning to expand its product offering on Zalando over the coming months to include accessories and footwear.

"Joining the Next family has given us the platform to drive growth and expand into new international markets,” said Alexandra Dalwood, head of partners at FatFace.

“Our launch on Zalando marks an important step in building our global brand awareness, and we’re really pleased to be able to bring FatFace to a new audience on this platform in Germany.”

Alongside its international digital expansion, FatFace said it will continue to invest in its store estate.

This includes new openings in locations across the UK and Ireland such as Westport and the Isle of Man, refurbishing and refreshing existing stores, and trialling new formats.

Earlier this month, FatFace confirmed it was closing all 23 of its US stores and cutting 145 jobs as it transitions its North American operations to an online store.

The move is part of a strategic shift to focus exclusively on online operations in North America.

The brand currently operates a network of more than 191 stores in the UK and six in the Republic of Ireland.

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