Amazon Essentials has been one of Amazon’s fastest growing private label brands in recent months in terms of product count. The number of Amazon Essentials apparel items for sale on Amazon in the US has doubled from under 200 products at the end of September to over 400 at the end of December by our count, with new items ranging from casual shirts to jeans, leggings, and hoodies.
Now, Amazon is expanding its Amazon Essentials assortment further with a new line of “big & tall” apparel items designed by speciality retailer DXL, we are seeing. The new line, called Amazon Essentials Fit by DXL, is now live on Amazon.com within the Amazon Essentials private label brand’s apparel section. Sizes for “designed by DXL” items start at 2XL.
We’re seeing 38 items, ranging from shirts to pants, underwear, and hoodies. Each item says, “With fits designed by DXL, Amazon Essentials offers menswear built for your proportions.”
These are the only DXL items currently on Amazon – currently, the DXL storefront on Amazon is empty. We’ll keep an eye on the new product line to see how it evolves over time.
Update: The move is part of DXL’s launch of a wholesale business unit “focused on product development and distribution relationships with key retailers. As a result of this new model, the Company intends to develop and distribute both private label and co-branded men’s big and tall apparel lines,” DXL announced. “As part of this initiative, the Company is pleased to announce that it has been selected as the provider of men’s big and tall sizes for the Amazon Private Brand, Amazon Essentials, which is now available.”