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Zalando is paring its roster of private-label clothing and shoes in a quest to woo more established brands to a lineup that already includes the likes of Nike, Adidas and Hugo Boss.

Europe's biggest online fashion platform has cut more than a third of 18 in-house labels for everything from coats to children's wear, and the remaining ones are under review, according to co-Chief Executive Officer Rubin Ritter.

"We want to list essentially everything, we want to incentivize brands to go all-in with us," Ritter said Friday in an interview, adding that reducing private labels is a "small price to pay."

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