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Amazon launches DesignShop

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Amazon, or the ‘everything store’, has always offered products for the home, but now the online giant is pushing homeware as a standout category with a newly created page dedicated to interior design.

Amazon is investing heavily to appeal to an upscale niche of consumers. Following the investment and launch of its Luxury Beauty store in September, the pureplay is working hard to remind consumers around the globe that Amazon is the one stop shop for anything and everything. Its new interior design store is distinguishable with a large range of design products available from around 100 leading brands.

More than 1000 articles are on offer, from brands including Alessi, Leonardo, Kare Design and Lexon. Aside from décor, the “design shop” also sells linens, cooking utensils, chairs, coffee tables and light fixtures.

The strategy comes after Amazon Fashion which was launched in 2013 and gives customers access to over 2,650 brands and 350,000 products. For the autumn/winter period of 2014, Amazon expanded its range further with the arrival of 44 new fashion brands, 21 footwear brands and 34 jewellery and watch designers. The goal was to attract high-end brands, which it met when Boss Orange jumped on board by the end of that year.

The DesignShop appears to be available in France only, but no doubt the concept will be rolled out worldwide before long.

Amazon’s 200m customers helped generate a turnover of nearly £57bn in 2014, up 20% compared to 2013.

Published on Wednesday 11 March by Veebs Sabharwal

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