Amazon to launch Baker Street fashion pop-up

Amazon has announced plans to launch its first UK pop-up store for its fashion arm later this month.

The eccomerce giant, which has been ramping up its own brand fashion lines over the past year, will launch the 3000sq ft pop-up on London’s Baker Street from October 23 to 27.

Much like the physical 4-star store that Amazon launched in New York last month, the pop-up will feature both Amazon’s own fashion lines including Find, Truth & Fable and Meraki, alongside popular brands on its marketplace like Vans, Levis, Tommy Hilfiger and Calvin Klein.

Though the items on display will change every two days, the entire range will be available to purchase online.

It will reportedly run an “ongoing schedule of activities” throughout the week, and Amazon’s stylists who have curated the range will be on hand to answer customers questions.

“We have curated a selection of top brands and key fashion items, which we think our customers will love, all of which can be purchased virtually through the Amazon app or physically in store,” Amazon Fashion vice president for Europe Susan Saideman said.

“With the ongoing schedule of activities taking place throughout the week, we hope our pop-up shop will be an exciting and inspiring way to shop for fashion.”

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