These brands you’ve never heard of are propelling Amazon to outsell Macy’s and every other retailer (AMZN)

Ella MoonAmazon is making tracks into apparel with its private brand labels. 

The e-commerce giant is going after department stores like Macy’s, JCPenney, and Nordstrom in an effort to become the go-to place for apparel shopping. 

According to a report by Cowen & Co from October 2016, Amazon is expected to surpass Macy’s to become the biggest apparel seller this year. The company’s clothing and accessory sales are expected to grow nearly 30%, to $28 billion. Macy’s apparel sales, by comparison, are expected to drop 4%, to $22 billion, in the period.

But as a newcomer to the fashion world some of its private label brands are still relatively unknown. According to WWD, Amazon plans to build its empire with these eight brands:


Lark & Ro

Lark & Ro is a women’s clothing brand with a large collection of basic and floral dresses, blouses, jumpers, blazers, trousers and swimwear. It also has a selection of work-appropriate dresses that cost between $10 and $20 and cashmere sweaters that cost around $15.

Price range: $6 for a top and up to $128 for a tweed jacket.

Ella Moon

Described as, “globally inspired, everyday beautiful,” Ella Moon has a small collection of women’s casual clothing, including dresses and t-shirts. The Kelcie A-line dress pictured here costs $89.50.

Price range: From $60 for shirts and up to $90 for dresses. 


Mae is Amazon’s private label underwear brand. A five pack of panties costs around $20. The lace racerback bralettes, pictured here, come in five different colors and cost $16.

Price range: $16 for bralettes and up to $22 for underwear.

See the rest of the story at INSIDER

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