Amazon has evolved from a book seller into a gadgets, clothes and groceries retailer. Now it has its eyes on high-end fashion with the roll-out of its Luxury Stores business in Europe.
The online giant launched Luxury Stores in the US two years ago and its expansion will mean that British shoppers can buy designer brands, such as a £645 top by Christopher Kane, a £2,450 dress by Elie Saab and £306 Altuzarra loafers, through Amazon’s website and app.
“Fashion is an area where we continue to innovate,” Ruth Diaz, vice-president of Amazon Fashion Europe, said. “This is just the beginning, and we look forward to continuing to support brands with innovative tools and resources so they can share their latest collections.”
Amazon’s founder Jeff Bezos has long indicated his ambition to sell luxury fashion since sponsoring the Met Gala, the New York fashion party organised by Anna Wintour, editor of Vogue, in 2012.
But industry experts have said that the large luxury brands, such as Louis Vuitton or Gucci, remain reluctant to sell on Amazon’s US platform and there is competition from established businesses such as Farfetch, YOOX Net-a-Porter and MatchesFashion.