Chico's FAS to sell Chico's apparel and accessories on Amazon

By

Cassidy Mantor

Published
Apr 30, 2018

Ft. Myers, FL-based Chico's FAS has partnered with Amazon to offer customers Chico's brand apparel and accessories on the e-commerce giant's site.

Shelley Broader, CEO and president of Chico's FAS explained in a statement that "Chico's FAS will be one of the few vertically-integrated specialty retailers with Prime eligibility on Amazon.com," before going on to state that the partnership affirms the strength of Chico's brands, which include Chico's, White House Black Market and Soma.

The initial partnership will only focus on the Chico's brand and the assortment will center around the brand's core collections of athleisure, no-iron shirts, pants and jewelry. Chico's and Amazon plan to add more merchandise as the channel gains traction.

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Brands initially began partnering directly with Amazon to cut down on the likelihood of counterfeit goods being sold on the site. Brands like Nike forged direct partnerships with Amazon to better monitor the channel, which threatened traditional wholesale relationships and overall brand value.

Chico's will retain control of marketing, pricing and promotions for its products on Amazon. The product will also be eligible for Prime, free shipping and other benefits through Amazon to better meet the customer's needs.

While no definite plans exist yet, there is "the potential of adding White House Black Market and Soma product" in the future.

Chico's operates 1,460 stores in the US and Canada and sells through 94 franchise locations in Mexico. It operates branded websites for each of its verticals, as well as an off-price site for its Chico's label.

Consumers can begin shopping Chico's on Amazon by mid-May, 2018.