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LONDON — Amazon Fashion Luxury Stores is taking a long-awaited leap into Europe, nearly two years after launching the concept in the U.S.
An announcement is expected on June 8.
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The retail brand, which was originally set to make its European debut last November, according to industry sources, will come to market with a roster of names including Christopher Kane, Dundas, Elie Saab, Mira Mikati, Boglioli and Altuzarra, many of which already sell on the U.S. version of the site.
The shop will initially be available in the U.K., Germany, France, Italy and Spain at Amazon.co.uk/luxury stores.
“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 favorite brands and styles,” said Ruth Diaz, vice president of Amazon Fashion Europe.
“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,” she added.
The collections will be sold directly by the brands and designers, which make “independent decisions regarding their inventory, selection and pricing,” Amazon said.
The digital retail giant said customers in Europe and the U.S. can shop Luxury Stores on devices such as the Amazon mobile app, desktop, mobile and tablet browsers.
When the Luxury Stores concept launched two years ago in the U.S., it was much more limited: It was by-invitation-only platform for top-spending Prime members, with its own site located inside the Amazon app.
As the months have progressed — and the competition has stiffened — the site has progressively opened to a broader customer base. On Instagram, it is also working with influencers including Imaan Hammam, Tommy Dorfman and Camille Rowe.
Xavier Flamand, vice president of Amazon Seller Services, said Amazon offers client brands digital enhancements such as motion graphics and auto play imagery, “to further share their stories and connect to a fashion-engaged customer base.”
Amazon Luxury Stores Europe will launch with a campaign shot by Angelo Pennetta and styled by Charlotte Collet. It features Kristen McMenamy, Precious Lee, Leon Dame and Dara.
Sally Singer, head of fashion direction, said: “We have a unique opportunity to bring directional, inclusive storytelling and technology to the business of fashion with exciting opportunities for designers and customers alike.”