Amazon to launch new athleisure collection

Amazon is working on a new private-label athleisure collection, according to a Bloomberg report.

amazon athleisure

Photo: Glenn Carstens-Peters /Unsplash

The mega-retailer, which has already caused serious disruption across consumer spending, is partnering with a Taiwanese vendor and supplier that also produce apparel for major companies like Gap, Uniqlo and Kohl's Corp.

Related: More insight on the retail landscape from STATE OF SURF Q2 Event

Eclat Textile Co., one of the Taiwanese companies rumored to be a part of the project, is “especially noteworthy because it makes clothing for Nike Inc., Lululemon Athletica Inc. and Under Armour Inc. and has key expertise in making high-performance sportswear,” Bloomberg reports.

A post shared by Under Armour (@underarmour) on

Amazon declined to comment on the new collection, but analysts speculate the move toward private label is an effort to fill gaps in inventory, sending a strong message to brands that have withheld selling their entire offering on Amazon: If consumers can’t find a brand’s products on its site, Amazon will make its own and become a direct competitor in that category.


Key takeaways from the STATE OF SURF Q2 event

The Fate of Retail: The Amazon Effect

Amazon opens physical locations