Amazon Launches Luxury Stores in Europe

Daniel Attoe
Daniel Attoe

Updated · Jun 10, 2022


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The retailer has introduced its ready-to-wear luxury fashion stores in the UK, Germany, France, Italy, and Spain.

Ready-to-Wear Luxury

Amazon is looking to tap into the high-end fashion market in Europe as it launches its first Luxury Stores on the continent. Shoppers can access the stores in the UK, Germany, France, Italy, and Spain, the multinational announced.

Luxury Stores first opened in the United States in 2020, with Oscar de la Renta as its first brand partner. The platform allows shoppers to buy ready-to-wear items offered directly by the participating designers.

Brands that have signed up on the European Luxury Stores platform include but are not limited to: 

  • Christopher Kane 
  • Mira Mikati 
  • Elie Saab 
  • Dundas 
  • Rianna+Nina 
  • Jonathan Cohen

Amazon has said that even more designers will join as the year progresses. 

On Luxury Stores, the brands involved will have autonomy on pricing decisions, inventory, and selection. The world’s largest retailer says it will only provide the tools for a high-class shopping experience for customers.

“Brands within Luxury Stores at Amazon are able to speak authentically about their collections to our customers, empowering customers to define luxury for themselves,” said Xavier Flamand, Vice President of Amazon Seller Services. 

“Amazon focuses on providing brands and designers with innovative resources, including motion graphics and enhanced auto play imagery to… connect to a fashion-engaged customer base.”

Customers can access Luxury Stores on their devices through the Amazon mobile app and web browsers.


Daniel Attoe

Daniel Attoe

Daniel is an Economics grad who fell in love with tech. His love for books and reading pushed him into picking up the pen - and keyboard. Also a data analyst, he's taking that leap into data science and machine learning. When not writing or studying, chances are that you'll catch him watching football or face-deep in an epic fantasy novel.

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