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Amazon launches premium store

Amazon.co.uk has launched a new online store focused on premium women’s fashion as it also teams up with Meadham Kirchoff for an exclusive collection.

The store, which launched last week, stocks denim, lingerie, dresses and outerwear and can be found at www.amazon.co.uk/premium. It sells brands such as 7 For All Mankind, Hudson, Joe’s Jeans, Pringle, Eva Franco, Mimi Holliday and Princess Tam Tam.

The etailer said it would continually add new brands as demand from its customers for premium fashion increases.

“The new store brings together the latest, must-have women’s fashion brands and marks the introduction of some of our favourite US denim brands at Amazon.co.uk,” said Jessica Brown, head of fashion at Amazon.co.uk.

The etailer has also teamed up with designer label Meadham Kirchhoff to create a limited edition collection of sweatshirts, which will be sold exclusively on Amazon.co.uk.

The collection includes three women’s and one men’s sweatshirt, each featuring an original iconic Meadham Kirchhoff print. They are priced £75 each.

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