Amazon Launches Alkove, A New Private Label Furniture Brand for Europe

Just two weeks after Amazon launched its third private label furniture brand in the US — Ravenna Home — Amazon has quietly launched its first private label furniture brand in Europe, we have found.

Amazon’s newest furniture line is called Alkove. Thus far, Amazon has launched six modern Italian leather sofas under the brand ranging in price from £892.40 for the Alkove Ruby 2-Seater Sofa to £1,463.22 for the Alkove Montgomery 3-Seater Sofa. None have reviews yet. Several more are available for pre-order only at this time.

Alkove marks Amazon’s first private label furniture foray in Europe. Amazon has been selling two Amazon Exclusive furniture brands, Furniture 247 and INFINIKIT, for a while. Amazon has also been selling home goods under the Rivet and Stone & Beam brands in Europe for the past couple months, but Amazon has yet to launch furniture under those brands in Europe yet that we have seen.

Globally, furniture has been one of Amazon’s fastest growing private label categories this year. In addition to the launch of Ravenna Home, Amazon’s two largest private label furniture brands in the US, Rivet and Stone & Beam, have seen significant SKU growth this year, adding dozens of new items each week.

Amazon now sells almost 800 items under the Stone & Beam brand and almost 700 more under the Rivet brand. Both brands have more than tripled their SKU volume since the beginning of the year by our count.

In mid-August, Amazon’s new exclusive home decor brand “Now House by Jonathan Adler” launched as well.

In addition to its growing European private label efforts, Amazon is doing more physical retail experiments in Europe as well. Later this week, Amazon will open holiday pop-ups across several European capital cities, Milan, Paris, Madrid, Berlin, London, and Amsterdam. Amazon Fashion ran its first pop-up in London a few weeks ago as well.

Continue to follow TJI as we track Amazon’s growing private label efforts.

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