Since its UK launch in 1998, Amazon has expanded to offer a lot more than just books. However, despite offering a clothing store since 2008, it’s never been a top online destination for retail therapy.
The mega corporation is now hoping that will change after launching a new lingerie line – Iris & Lilly.
The collection includes a range of underwear, bras, sportswear, and loungewear at very competitive prices. Currently briefs are available for between £1.99 and £6.99, and bras range from £6.99 to £14.99, making them a tempting alternative to lingerie from higher-priced retailers such as Victoria Secret.
Amazon is also aiming to offer a wider range of sizes than other retailers, with bras available in cup sizes from A to H. Quality bras made for larger bust sizes have been difficult to find for budget prices up until now, so Amazon may have managed to corner a sector of this lucrative market – the average UK woman wears a size 36D bra.
Selling underwear online has traditionally been tricky, as customers prefer to feel the fabric and try on items before buying. However Amazon’s competitive pricing combined with free shipping and returns could start to turn the tide.
It’s thought that Amazon is testing out the brand in the UK before expanding in the US and other markets. The company has already made a foray into in-house clothing lines, after it trademarked seven fashion labels last year incorporating menswear, womenswear, and childrenswear.