Amazon prepares new private-label athleisure collection

Mega-retailer Amazon, which has caused serious disruption in global consumer spending, is reportedly preparing to launch its own branded athleisure/active wear brand of clothing and apparel.

The US-based online retailer is, according to a recent Bloomberg report, partnering with a Taiwanese vendor and supplier that also produces apparel for major companies like Gap, Uniqlo and Kohl's Corp.

Eclat Textile Co., one of the Taiwanese companies rumoured to be a part of the project, is “especially noteworthy because it makes clothing for Nike Inc., Lululemon Athletica Inc. and Under Armour Inc. and has key expertise in making high-performance sportswear.”

Amazon, which is to start direct operations in Australia in 2018, declined to comment on the new collection, but analysts speculate the move toward private label is an effort to fill gaps in inventory, sending a strong message to brands that have withheld selling their entire offering on Amazon that if consumers can’t find a brand’s products on its site, Amazon will make its own and become a direct competitor in that category. 

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