5 New Amazon Exclusive Apparel Brands Launch; Amazon Brings Iris & Lilly to US

As we continue to track Amazon’s private label and exclusive brand efforts, we are seeing 5 new Amazon Exclusive apparel brands that have launched over the Black Friday weekend. This comes just after 10 new Amazon Exclusive apparel and accessories brands launched just before Black Friday.

The new brands are:

  • Blue Chill – men’s outerwear
  • Le Mou – women’s tops and dresses
  • Mou Meraki – wallets
  • Mountain Leads – men’s and women’s outerwear
  • Toes&Feet – socks

This brings the total number of Amazon Exclusive brands we are tracking to 247.

In addition, we are seeing that Amazon has launched its Iris & Lilly private label lingerie brand in the US. Amazon launched the brand last year in the UK & EU. Iris & Lilly is one of Amazon’s largest private label brands in Europe, with well over 700 items and growing. Only a couple dozen items have launched in the US thus far.

Amazon is bringing over products with just slight changes for the local US market. For example, this “Iris & Lilly Women’s Cotton Brazilian Knicker, Pack of 5” item in the UK has been renamed “Iris & Lilly Women’s Cotton Brazilian Panty, Pack of 5” in the US, but is otherwise unchanged. The US listing for the item notes, “European sizing – please refer to size chart for specific measurements to achieve the perfect fit.”

This international expansion of the Iris & Lilly brand follows similar geographical expansion of Amazon’s Find and Meraki private label brands into the US from Europe earlier this month.

We’ll continue to track the development of Amazon’s other private label and exclusive brands around the world.

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