Tarek Müller
Co founder and co chief executive of About You
Tarek Müller is the co founder and co chief executive of About You, the Hamburg based online fashion platform that was taken over by Zalando. He is known for building About You around inspiration, content and influencers, and for spinning its technology into the B2B e-commerce platform Scayle.
| Role | Co founder and co chief executive, About You |
|---|---|
| Company | About You, Hamburg |
| Owner | Zalando |
| Known for | Content led fashion e-commerce, Scayle |
| Nationality | German |
Who is Tarek Müller?
Tarek Müller is a German entrepreneur and online retail executive. He is a co founder and co chief executive of About You, the online fashion and lifestyle platform based in Hamburg, and is one of the best known voices in German e-commerce and marketing.
Career
Müller co founded About You, which grew into one of Europe's larger online fashion retailers and later listed on the stock exchange. He has been responsible for the company's marketing and brand strategy, and his visibility on professional networks has made him one of the most followed marketing leaders in Germany.
In the most significant step in the company's history, About You was taken over by its larger rival Zalando. Following the deal Müller has continued as co chief executive of About You and has spoken publicly about the strategic priorities of the combined business and the integration of the two companies.
Influence on the fashion business
Müller has positioned About You as an inspiration led platform rather than a pure online warehouse. Its approach combines:
- Content, entertainment and partnerships with influencers to drive discovery
- A Manufacturer to Consumer (M2C) model built on collaboration with factories in Europe and Turkey
- About You Outlet, active in 15 European markets
- Scayle, a B2B commerce platform that serves other retailers and brands, including Levi's in the United States
Müller has argued that About You should differentiate itself from large generalist marketplaces through content and personal relevance, and that European production partnerships offer an alternative to competing head on with Asian ultra fast fashion platforms.
Tarek Müller and technology
About You developed its own e-commerce technology and turned it into a separate business, Scayle, which licenses the platform to other fashion companies. Signing Levi's as a US client marked a step in Scayle's international growth and shows how a fashion retailer can monetise its software alongside its shop.
Why it matters
The combination of Zalando and About You has reshaped online fashion retail in Europe. As co founder and co chief executive of About You, Müller is a central figure in that consolidation and in the wider debate on how content, technology and supply chain models can help European platforms compete.
Frequently asked questions
Who is Tarek Müller?
Tarek Müller is the co founder and co chief executive of About You, the Hamburg based online fashion platform. He is known for its content and influencer led marketing and for the software business Scayle.
Who owns About You?
About You was taken over by Zalando. Tarek Müller has remained co chief executive of About You and has discussed the integration priorities of the two businesses.