Amazon has quietly launched seven private labels with more than 1,800 SKUs on its US website, including three womenswear brands, a menswear brand and a men’s footwear brand, as well as a kidswear label.
The labels were first highlighted by US investment bank KeyBanc. Amazon’s fashion efforts have come under the spotlight in recent days after news broke that it has hired former Marks & Spencer womenswear director Frances Russell to build a private label business in the UK.
The US labels comprise: men’s formal footwear brand Franklin & Freeman; men’s suiting and accessories label Franklin Tailored; casual womenswear line James & Erin; contemporary womenswear brand Lark & Ro; women’s accessories brand North Eleven; kidswear label Scout & Ro; and women’s dress and bag label Society New York.
Only Lark & Ro and Scout + Ro currently have logos and range descriptions on the Amazon US site.
|Brand name||Category||SKU count||Price range||Trademark filed||Trademark registered|
|Franklin & Freeman||Men’s formal shoes||181||$51.91 - $89||17/08/2015||20/01/2016|
|Franklin Tailored||Men’s suiting and accessories||250||$23.97 - $465||14/08/2015||N/A|
|James & Erin||Women’s casual clothing||195||$14.97 - $91.97||14/08/2015||21/01/2016|
|Lark & Ro||Women’s contemporary clothing||173||$5.90 - $105.90||09/07/2015||09/11/2015|
|North Eleven||Women’s accessories||38||$17.97- $81.97||17/08/2015||N/A|
|Scout + Ro||Kidswear||115||$19.50 - $24.50||14/08/2015||N/A|
|Society New York||Women’s dresses and handbags||911||$14.97 - $81.97||17/08/2015||26/01/2016|
Source: AMI.Europa.eu; Amazon.com; KeyBanc Capital Markets