Dundas World to open store on Amazon

Peter Dundas is wasting no time growing his eponymous label. The former creative director of Roberto Cavalli, whose Dundas World collections are now in their fourth year, will be launching a store on Amazon. In addition, Dundas World will be launching with a series of new categories. 

In addition, Dundas World will also be adding a series of new categories including activewear, loungewear, unisex eyewear and medical-grade, disposable printed masks. Dundas’ goal with the brand is to make offer something for all 24-hours of the day from sportswear to evening wear.

The Amazon store launches this week with ready-to-wear, activewear, loungewear and eyewear. The Amazon store will be modeled after Dundas’ e-commerce, although it won’t offer couture or shoes. The eyewear collection will be an Amazon exclusive.

Although Dundas World is a luxury fashion company it won’t be part of Amazon’s Luxury Stores. Rather, it will take the branded shop approach that Adidas has with Amazon.

While many fashion brands took a hit during the coronavirus pandemic, Dundas actually said he saw his online sales skyrocket. Dundas opted not to be a part of Amazon Luxury Stores because they wanted something that was accessible and not members only.

Even though Dundas is ramping up their branded e-commerce efforts, they will still continue selling through wholesale partners including Net-a-Porter and Matchesfashion. Amazon has been growing their fashion footprint with their recent launch of luxury stores. A spokeswoman for Amazon told WWD that, “At Amazon Fashion, we are building an inspiring and innovative shopping experience so customers can shop brands they know and love, as well as discover new and emerging brands. We are focused on being a trusted destination for brands of all sizes, so they can share their stories in a compelling way while interacting with our highly engaged fashion customer base around the world. We’re continually growing our breadth of assortment and launching more content-driven experiences.”

The Dundas World store will only be available on Amazon in the U.S. at first, but there are plans to roll it out to Europe. The average price point for the Amazon storefront is 450 dollars.