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Amazon US launches active wear

US retailer Amazon is launching a line of private label active wear brands. The retailer already owns at least seven of its own trademarked brands that are already selling through the e-commerce site: Franklin & Freeman, Franklin Tailored, James & Erin, Lark & Ro, North Eleven, Scout + Ro, and Society New York.

The company plans to beef up its in-house clothing brands in the coming months, expanding both its men's and women's lines. Amazon has also been spending more on fashion acquisitions lately, scooping up online stores like ShopBop, MyHabit, and EastDane. And in 2015 it sponsored the New York Men's Fashion Week for the first time. Amazon's total share of the US apparel market is expected to jump from five per cent in 2014 to 14 per cent by 2020, making it the largest US apparel retailer, replacing the current leader, Macy's.

Meanwhile in India Amazon has included a new selection of about 150 Indian and international premium brands like Emporio Armani, Tarun Tahiliani, Versace, Payal Pratap and Monisha Jaising. The platform has about 70 exclusive brand partnerships. Not just apparel, the website has also added luxury watches on its e-shelves like Invicta, Stuhrling, August Steiner, Burgi and Akribos. The sale of watches has been contributing 15 per cent to Amazon’s fashion business, with the business in premium watches doubling in October this year.