By Bethany Biron.
Calvin Klein is signing over its underwear business and cozying up to Amazon.
The brand announced it will now sell all of its underwear styles exclusively on the marketplace, opting to eschew its retail partners including Macy’s and Urban Outfitters, and build upon the existing sales momentum it maintains on the site. According to a report by L2, Calvin Klein not only ranks among the highest performing brands in Amazon’s men’s underwear category, but it also has several products on the e-commerce juggernaut’s best-seller list. While the brand has found success on the platform, other brands on the site are feeling the competition from Amazon’s private-label offerings, which continue to gain popularity.
Overall, Calvin Klein’s success on the platform is consistent with L2’s findings that low-price basics and staples (like Hanes, for example, which ranks just above Calvin Klein on the top-seller list) continue to dominate Amazon’s apparel and accessories categories.
Read more at Glossy.