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JENS BERGERMANN

Do you run a premium brand and want to expand into the affluent Swiss e-commerce market? Then you've surely already analyzed the leading Swiss marketplaces. In this exclusive environment, one name particularly stands out: Globus. However, selling on this platform is fundamentally different from other channels.

Globus is not an open marketplace but a highly curated digital department store that strictly selects its partners. In this article, we'll transparently show you the strategic direction Globus is taking, the opportunities and challenges you can expect, and why an experienced partner like SURS is the key to successfully selling on this prestigious platform in Switzerland.

What is the Globus Marketplace and What is its Strategy?

The Globus marketplace is not an open system like Amazon or Galaxus, where any retailer can register. Rather, it is the digital extension of the well-known Swiss luxury department stores. The strategy is clear: to seamlessly transfer the exclusive, high-quality shopping experience of the brick-and-mortar stores into the online world.

In this model, Globus always acts as the seller to the end customer. Brands and their products are not presented as external retailers but are integrated into the assortment as carefully selected partners. This approach guarantees a consistent luxury experience, uniform brand communication, and high product quality across the entire platform. For customers, this means trust and exclusivity; for brands, it means being part of a very elite circle.

What are the Advantages of Selling on Globus?

Being listed on Globus is a strategic win for a premium brand, going far beyond just sales. The main advantages are:

• Access to an exclusive target audience: You reach high-spending customers who are specifically looking for luxury and premium products and have lower price sensitivity. The average order value here is significantly higher.

• Enormous brand prestige: Being featured alongside world-renowned luxury brands strengthens your own brand image and serves as a seal of quality.

• Protected brand environment: On Globus, there is no price war with low-cost providers. Your brand is presented in a high-quality and thematically appropriate setting.

• Omnichannel potential: The online marketplace can serve as a strategic entry point, and with successful sales, you could also be considered for Globus's brick-and-mortar retail.

“The integration of online and offline retail is particularly interesting at Globus. For brands, the online marketplace can be a strategic entry point. If it goes well there, you can get in touch with the purchasing team for brick-and-mortar retail more quickly.” – Jens Bergermann (Founder of SURS)

What are the Disadvantages and Challenges?

The exclusivity of the Globus marketplace inevitably brings challenges. It's important to assess them realistically:

• High barriers to entry: There is no self-service sign-up process. Access is "invitation only" or requires a proactive and convincing pitch to the right contacts.

• Strict curatorial requirements: Globus carefully checks whether a brand fits its strategic direction, existing assortment, and quality standards. Even premium brands can be deemed not exclusive enough.

• Less control: Compared to your own online shop, you have less influence on the final product presentation and pricing, as Globus aims to ensure a uniform customer experience.

Which Brands and Products are a Good Fit for Globus?

Globus clearly focuses on the upper market segment. Established brands with a clear luxury positioning and a strong brand story have a realistic chance of being listed. Mass-market products or brands without a differentiated quality standard are out of place here.

Typical product categories that fit well with the assortment are:

• Designer housewares and premium home accessories

• High-quality fashion, shoes, and leather goods

• Luxury cosmetics and niche perfumes

• Watches, jewelry, and exclusive accessories

• Delicacies and fine wines

What are the Conditions for Retailers on Globus?

Since Globus does not communicate public guidelines for partners, the following criteria are based on our industry experience and the platform's business model. A brand should generally meet the following points:

• Established brand presence: A professional website, high-quality product photography, and a consistent brand story are basic requirements.

• Outstanding product quality: Material, workmanship, and design must meet the highest standards.

• Appropriate price positioning: The products must be priced within the luxury segment.

• Willingness to cooperate: Brands must be willing to integrate into Globus's logistical and technical processes and meet their quality standards.

A partnership is usually only established after a careful review by the Globus purchasing team.

What are the Fees and Commissions at Globus?

Due to the closed partner model, there is no publicly available fee structure. The terms are negotiated individually between Globus and the respective brand. Based on similar models in the premium segment, a combination of a percentage commission on sales and potential fixed costs (e.g., for onboarding or marketing activities) can be expected. The exact amount depends heavily on the product category, margin structure, and the brand's attractiveness.

As your partner, SURS can handle these negotiations for you to ensure fair and transparent conditions.

How to List Products on Globus: The Step-by-Step Process

Since there is no simple "Sign Up" button, the listing process is strategic and relationship-oriented. It typically proceeds as follows:

1. Initial Contact: The first step is either a direct inquiry to the responsible buyer at Globus or – what is usually more promising – through an established partner like SURS, who already has the necessary contacts.

2. Brand Presentation: Your brand, your products, and your vision must be presented convincingly. The goal here is to show what added value you bring to the Globus assortment.

3. Negotiating Terms: If there is interest, the commercial and logistical framework conditions are negotiated. This is where the value of the advantages of a sales partnership becomes apparent, as an experienced distributor already knows the country-specific requirements.

4. Technical Onboarding: The product data must be prepared and integrated into the Globus system. This often requires specific data formats and high data quality. The biggest technical hurdle here is the connection to the Mirakl marketplace platform, which Globus uses. Without experience with this system, the setup process can take several weeks to months.

5. Go-Live: After successful onboarding and delivery of the goods to the logistics center, your products are activated on globus.ch.

What are the Import and Logistics Requirements?

A smooth flow of goods is essential for a premium provider like Globus. This presents international brands with the typical challenges of importing goods into Switzerland, such as customs clearance and VAT.

In addition, Globus expects the highest logistical standards from its partners. This includes fast delivery times, which can generally only be guaranteed with a warehouse in Switzerland, as well as professional handling of returns and warranty cases. These operational requirements are a major hurdle for companies without a Swiss subsidiary.

Why is SURS the Best Way to Sell on Globus?

Entering the Globus marketplace is a strategic project, not a simple administrative process. As an established Swiss distributor, SURS is your bridge to this exclusive platform. We understand the requirements, speak the language of purchasing, and enjoy the trust of the leading Swiss marketplaces.

We handle the entire process for you:

• Contacting and presenting the brand to the right people.

• Negotiating commercial and logistical terms.

• Handling all import and customs formalities.

• Warehousing and shipping of your products from our Swiss warehouse.

• Managing returns and customer service inquiries.

With SURS by your side, you overcome the high barriers to entry and can focus on what you do best: developing great products.

Frequently Asked Questions (FAQ)

How does selling on Globus differ from Zalando or Galaxus?

The main difference lies in the degree of openness and strategic direction. Globus is a closed, curated luxury marketplace that hand-selects brands. Zalando (in its partner program) and Galaxus are also curated but are significantly more open to a broader range of retailers and brands. The exclusivity and associated prestige are incomparably higher at Globus.

What specific product data and images are needed for a listing?

The highest standards are expected. This means professional, high-resolution product-only images (on a white background) and lifestyle product photos that tell an emotional story. The product descriptions must be detailed, appealing, and flawless. Additionally, complete logistical data such as weight, dimensions, and customs tariff numbers are essential. The quality and completeness of the data are crucial success factors here.

How much control does a brand retain over its branding on Globus?

On curated platforms like Globus, you make a compromise. Globus has a strong interest in creating a uniform and luxurious shopping experience. This means that the presentation of your products (images, text layout) is heavily adapted to the platform's guidelines. In return, your brand benefits from the high-quality overall appearance, which strengthens its own image. So, you trade some creative control for a high degree of prestige and credibility.

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