Amazon Quietly Launches Fashion Private Label Brands

Screen Shot 2016-02-25 at 9.41.54 PMWhile word of job postings by Amazon for staff to run private brand fashion at the retailer has spread around the internet, the giant has silently introduced as many as seven private brands which accounting for approximately 1,800 products. The brands include men’s dress shoes, suits and accessories, women’s casual and contemporary clothing and accessories, and children’s.

Brands include:

  • Society New York – 911 skus
  • Scout + Ro
  • North Eleven
  • Lark & Ro
  • James & Erin
  • Franklin Tailored – 250 skus
  • Franklin & Freeman

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.