Amazon expands its fashion offer: launches new brand with Puma

The ecommerce giant has signed a deal with the German sportswear brand lo launch Care Of, a new brand available only in the online platform.

Amazon fashion goes all in with Puma. The American ecommerce giant has signed a deal with the German sportswear brand Puma to launch Care Of, a new brand of sportswear garments. This collection, that will only be available in the online platform of Amazon, will be available in the online platform from September 23.

Care Of has a total of fifty products like sneakers, leggings, t shirts and accessories that will be available in the online platform and are manufactured using anti-pilling and sweat control fabrics as its main materials.

This is the first time Amazon creates a new brand in collaboration with another company. But the fashion division of the group has launched some owned brands in its American and European markets.

It’s the first time Amazon launches a new brand with another brand

Amazon Fashion in Europe is located in London. The company’s business in the United States is lead by Christine Beauchamp, while the European own-brands division is led by Frances Russell, who joined the group in 2016 after leading the womenswear division at Marks&Spencers.

Its estimated that Amazon’s apparel sales represent between 10% and 20% of the company’s total revenue. It’s forecasted that the group will double its fashion sales until 2020, reaching 85 billion dollars (71.9 billion euros).