Amazon has launched its own-label fashion brand Find, with around 400 options now available online.
The soft launch was done late last week, with Drapers reporting that the official launch will take place in late summer.
Find’s range includes both men’s and women’s wear, and it is available through Amazon’s Prime membership.
“We love fashion and we design for people who love fashion too,” Amazon stated on its website.
“We believe clothes should be inspiring to wear without breaking the bank.
“Our mission? To bring you the key pieces every season that give your wardrobe a lift, as well as hardworking modern basics. It is about the mix – the fashion mix and the life mix too. We know your time is tight and there is so much to do. Find and style it your way.”
Earlier this year, Amazon hired Karen Peacock – a former womenswear design director at Debenhams and most recently head of design for womenswear and accessories at M&S – joined Amazon as design director.
The online retail giant also hired Primark’s former menswear buying director Glen George.
Amazon is also trialling a private-label lingerie and athleisure brand in the UK and Europe called Iris & Lilly.