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Amazon ramps up offer with lingerie

Online giant Amazon has launched a branded lingerie offer on its UK site which will see it go head to head with N Brown’s Figleaves business.

Amazon uploaded 550 lingerie styles from leading brands such as Gossard, Wonderbra, Panache and Charnos last week and is promoting the new lingerie store heavily on its home page.

The launch marks part of a wider strategy by the etailer to expand its clothing categories. In 2009 it added footwear and opened a separate footwear site, Javari.co.uk. It has also opened dedicated web stores for retailers like Debenhams, allowing them to use its platform to reach the masses of shoppers it attracts.

Amazon UK chief executive Christopher North said clothing was a key focus this year. “We’re very excited about clothing. There’s an enormous opportunity. We want our site to be the place you come to buy clothing and we will be expanding our range,” he said.

Meanwhile, North declined to comment on speculation this week that Amazon was eyeing up Asos for a takeover. The young fashion etailer’s shares rose 5% on the back of the rumour. Danish brand house Bestseller has upped its stake in Asos in recent months to just over 17% but has repeatedly ruled out a takeover.

Amazon’s fourth-quarter net sales increased 36% to $12.95bn (£8.15bn). Full-year sales to December 31 were up 40% to $34.2bn (£21.54bn).

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