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.
Carter’s already has a similar partnership with big box retailers Walmart and Target. According to the company’s April earnings call, Carter’s believes Amazon is now “on equal footing” with Walmart and Target in terms of apparel offerings.
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“[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).
