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In detail: Amazon's new US fashion private labels

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.

Amazon’s private label launches in the US
Brand nameCategorySKU countPrice rangeTrademark filedTrademark 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:;; KeyBanc Capital Markets

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