Amazon Launches Truity, a New Private Label “Professional Yoga” Brand

As Amazon continues its private label expansion in 2019, it has quietly launched a new private label athletic apparel brand called Truity, we believe.

Amazon has not made any official announcements about the brand yet, but ten Truity-brand items are now listed for sale on Amazon and labeled as “Our Brand.” Some of the items just launched have Vine reviews dated in mid-January. Amazon has also applied for a trademark on “Truity” in clothing.

Amazon is positioning the brand as “a professional yoga brand that focuses on sports equipment and yoga pants for over 10 years.” We’re a little unsure about the “for over 10 years” part, but one Truity product page shows an image of gear with a “Zoano” logo on it. The Zoano brand appears to be made by Xiamen, China-based Zuona Sports Co Ltd, which features yoga and athletic gear on its website. So perhaps Zuona Sports is creating a product line for Amazon’s Truity brand based on some of its Zoano gear? We can’t be sure, but that appears to possibly be the case.

Truity is not Amazon’s first yoga gear label. Amazon has launched yoga pants and athletic apparel under a number of its other private label brands, including Core 10, Mint Lilac, 7Goals, and others. Truity items appear to be comparably priced to other Amazon private label yoga apparel, if not slightly less, and generally much less than other yoga brands like Lululemon, Athleta, Zella, Zobha, Gaiam, Nike, Under Armour, and others.

We’ve added Truity to the TJI Amazon Brand Database. To track Amazon’s efforts on an ongoing basis, subscribe to the TJI Briefing.

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