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First look: Amazon launches new own-brand label

Amazon has launched a fourth fashion label: a range of ”essentialwear” called Meraki.

The women’s and men’s wear range, which launched Europewide this week, includes a blazers from £62, a merino wool jumper at £27 and chinos from £23. 

Amazon said the collection was designed to ”strike a balance between simplicity, function and style”.

Amazon Fashion Europe’s private brands vice-president, Frances Russell said: “Meraki was created to offer everyone who comes to Amazon his or her favourite wardrobe essential – that go-to piece you rely on time and time again. We aim to deliver the best for our customers whether it’s a modern blazer, a simple cotton shirt, T-shirt or chino.”

The Greek word “meraki” translates as “doing something with soul, creativity or love”.

Amazon now caters for a wide range of fashion categories: street style with Find, occasionwear with Truth & Fable, and lingerie and swimwear with Iris & Lilly.



Readers' comments (1)

  • As traditional stores close and staff are removed, consumers see little reason to visit physical retail.

    Playing into Amazon’s hands. Just like Black Friday.

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