Through a digital B2B platform, Ricosta, the big German brand of children's footwear, and Lloyd Shoes, the German shoe manufacturer, are presenting their retail clients with a new “endless aisle” called Fashion Cloud. Among other things, Fashion Cloud allows clients to check the availability of missing items from their stores in real time and order them directly. They can also download visuals of the products and other marketing materials for point-of-sale support and online campaigns. The German shoe company and its retail partners can use the same content, having it fed automatically into their web stores, digital shop windows or internet marketplaces. Founded in Hamburg three years ago, Fashion Cloud claims to have become the leading European B2B platform for digital cooperation between fashion brands and retailers, working with more than 350 brands and over 5,000 retailers in more than 60 countries.