As many retailers question whether they should try to beat Amazon or join it, Carter’s is doing the latter. The children’s clothing retailer has created a new kid’s brand exclusively for Amazon Prime members called Simple Joys by Carter’s.
The new collection will include onesies, pajamas, bibs, blankets and baby and children’s clothing.
“[Simple Joys] is the first brand we’ve done that’s 100% focused on the digital experience for digitally savvy Millennials and a more affluent Prime customer,” said Brian Lynch, President of Carter’s on the earnings call.
Amazon has been hard at work to up the ante on its apparel offerings. The e-Commerce giant recently launched Prime Wardrobe, a try-before-you-buy subscription service for fashion items. And even Nike is on board, announcing it will begin selling its products on Amazon (joining competitors Under Armour and Adidas).