In the latest signal that Amazon is being taken seriously as a challenger in apparel to big-box retailers and department stores, the Carter’s company has created a new kids’ clothing brand that it’s selling exclusively to Amazon and its Prime members.
In the spring, Amazon quietly introduced Simple Joys by Carter’s, a line of baby and kid clothing sold in multi-piece bundles. Carter’s is one of the largest kids’ clothing companies in the U.S., with a market cap of $4 billion, selling onesies, pajamas and other baby and children’s attire under the Carter’s and OshKosh B’Gosh labels.
On the company’s last earnings call in late April, Carter’s executives emphasized that their company already has similar arrangements with Walmart and Target. But it says a lot that Amazon is now on equal footing with those brick-and-mortar giants on apparel deals like this one.
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