Will Amazon Acquire American Apparel?

Internet giant Amazon is rumored to have made an offer to acquire American Apparel‘s bankrupt business. The acquisition would give a significant boost to their private brand aspirations but placing a known brand at the center of its millennial strategy.

It could also give them an asset in combating criticism from president-elect Trump who has criticized Amazon’s high penetration of for foreign manufactured product. With 4,500 workers, American Apparel claims to be the largest clothing manufacturer in North America as well as the “largest sewing facility in North America.”

Despite the rumor the only official bid, for American Apparel, is from the Canadian clothing brand Gildan, only includes the rights to American Apparel’s brand, with an option to buy its manufacturing operations and inventory. Gildan has no interest in American Apparel’s 110 retail stores.



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Christopher Durham
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.