Highsnobiety to Wind Down E-Commerce, Lay Off Staff

Highsnobiety is calling an end to its days as a multi-brand retailer.

The company announced Tuesday that it will wind down its e-commerce business by the end of the year and focus on its core operations, namely its publishing arm, which made it an influential voice in sneakers and streetwear, and the creative and advisory services it offers to brands.

As part of the restructuring, the business will cut roughly 50 jobs from its total workforce of about 275, including roles in departments such as finance and technology that were related to its retail operations.

Highsnobiety launched e-commerce in 2019, looking to translate its cultural authority into product sales. The company started out as a blog covering topics such as sneakers and luxury in 2005, steadily building a following and eventually branching into consulting for brands on subjects such as who to collaborate with and how to sharpen their storytelling. Its clout attracted online fashion retailer Zalando, which acquired a majority stake in 2022. In 2024, it opened its first permanent flagship in Berlin.

But the costs and complexity of running e-commerce have proved challenging for a number of companies in recent years, including larger players with scale advantages such as Farfetch and Ssense, which filed for bankruptcy protection in August.

“We never made any money with that part of the business. It was always a loss leader,” said David Fischer, Highsnobiety’s founder and chief executive.

E-commerce remains less than 10 percent of Highsnobiety’s revenue today. Closing the division will allow the company to direct those resources to other uses, Fischer said.

“It’s a decision to refocus on our B2B business as a cultural agency, as a creative partner, as an activation partner to brands, and of course also our editorial and brand platform,” he added.

The company will still release occasional collaborations, as it has in the past with partners ranging from The Barbican to Adidas, while its Berlin flagship will be transformed into an activation hub. Brands that have hosted events there in the past include Acne Studios, Nike and New Balance.