Amazon launches digital luxury stores in Europe after US success

Amazon launches digital luxury stores in Europe after US success

Amazon, the largest online retailer worldwide has recently launched Luxury Stores on its app in France, the UK, Italy, Germany, and Spain, after opening a version in the United States in 2020.

With this launch, Amazon shopping enthusiasts in England can add purchases from major high-fashion brands like Christopher Kane or Peter Dundas to their digital carts.

As per sources, in order to uplift the virtual shopping window at Amazon, the Luxury Stores microsite displays videos of models like Precious Lee and Kristen McMenamy posing in a European villa. The new luxury collection includes nine designers like Altuzarra, Elie Saab, and Jonathan Cohen.

Reportedly, Dundas, the Norwegian designer who started selling on the US Amazon luxury platform in 2020, observed a rise of up to 30 per cent in the sales from his direct-to-consumer business.

Akiko Takashima, Chief Marketing Officer of Dundas commented on how the ecommerce giant has demonstrated that convenience is the new luxury.

She also stated that while Amazon has an established reputation as a household goods marketplace, with its strong return policy, the buyers can gain new confidence regarding buying big-ticket items on the platform.

Takashima has commented that their team has not seen any difference in the number of returns in comparison to their regular e-commerce sales. She added that Amazon is vital to the business and the results reflect that.

According to sources, Dundas made a cautious debut, with sales mainly including entry-point items like £25 face masks and activewear. However, high-priced pieces gradually took over in the past six months, with products like its embellished evening gowns flying off the shelves.

Notably, luxury fashion brands on the Amazon platform are required to provide free returns and delivery and are also offered the option to distribute through their personal warehouses or Amazon’s, which is clearly stipulated at the point of purchase.

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