Amazon grows brand portfolio and launches new European-based label fashion

Amazon boosts its fashion business. The American ecommerce company has launched Meraki, a new brand specialized in men’s and women’s basic apparel. The label, whose collections will be developed in London, adds to the platform’s Europa-based portfolio and puts pressure on other retailers in the region.

Meraki offers products such as t-shirts, merino wool sweaters and trousers on neutral colors. This is the fourth brand that Amazon sets up from Europe. Last September, the company introduced Find: its first-ever label designed in London and whose manufacturing is carried out by some of Inditex’s key suppliers.

In April 2018, Amazon stepped up its fashion offering and launched Truth&Fable, focused on party dressing. The group also owns intimate and lingerie brand Iris&Lilly.

Amazon’s apparel sales represent between 10% and 20% of the company’s overall turnover

Amazon Fashion in Europe is headquartered in London, where the ecommerce giant installed several photo studios. The company’s business in the US is spearheaded by Christine Beauchamp, while the European own-brands division is led by Frances Russell, who joined the group in 2016 after heading the womenswear department at Marks&Spencer.

Amazon’s apparel sales represent between 10% and 20% of the company’s overall turnover, according to research firm Instinet. It forecasted that the group will double its fashion sales until 2020, reaching 85 billion dollars (71.9 billion euros).