Amazon Fashion expands Luxury Stores offer into Europe

By

Sandra Halliday

Published
Jun 8, 2022

​Amazon Fashion has launched its Luxury Stores at Amazon offer in Europe, with a selection of international brands including Christopher Kane, Elie Saab and Dundas.

The luxe offer was originally unveiled in the US in September 2020 and is now available to customers of the platform in the UK, Germany, France, Italy and Spain.

That means shoppers can access ready to wear collections from both established and emerging luxury brands.

In addition to those mentioned, the labels taking part include Mira Mikati, Rianna+Nina, Boglioli, Jonathan Cohen, and Altuzarra.

They can be found at amazon.co.uk/luxurystores in the UK and at the equivalent urls in the other European markets.

It's only the latest step in a process that has seen Amazon converting itself from a bookseller into a leading player in multiple categories and especially in the fashion sector. Luxury is particularly important here as it’s mainly been seen as a vendor of more affordable brands.

Ruth Diaz, who’s VP of Amazon Fashion Europe, said: “We’re delighted to be offering more choice to our European customers with the launch of Luxury Stores at Amazon, where they can browse an inspiring range of luxury styles for all occasions. Fashion is an area where we continue to innovate and add selection, and we’re always looking for opportunities to offer our diverse, fashion-engaged customers more of their favourite brands and styles.

“This is just the beginning, and we look forward to continuing to support brands with innovative tools and resources so they can share their latest collections and unique stories with our customers across Europe season after season.”

The offer includes fast and free shipping “with an elevated experience that provides customers the opportunity to discover luxury fashion products”.

Collections are “sold directly from the participating brands and designers, and brands make decisions independently regarding their inventory, selection, and pricing”.

Amazon for its part “offers the tools and technology to create and personalise original content in each of their unique brand voices to engage and inspire, opening a new door for designers and brands to access existing and new luxury customers”.

The launch comes with a campaign shot by Angelo Pennetta, styled by Charlotte Collet, and featuring Kristen McMenamy, Precious Lee, Leon Dame, and Dara.

It sees Amazon inviting customers “to get ready for an epic summer where individuality and self-expression are celebrated and luxury fashion is redefined”.

Since unveiling Luxury Stores at Amazon nearly two years ago with Oscar de la Renta, the US store now includes an “extensive and diverse” range of global fashion and beauty brands, “and is constantly exploring new and exciting ways to engage customers”. In 2021 for instance, Luxury Stores introduced an exclusive collaboration between Oscar de la Renta and Clé de Peau Beauté.