Chico's FAS, Inc. announced today that its Chico's brand apparel and accessories will be available to purchase on Amazon.com in mid-May. Shoppers will be able to find a select assortment of Chico's brand merchandise on Amazon, including core collections such as athleisure, no-iron shirts and jewelry. As the new business channel gains traction, additional Chico's merchandise will likely be made available, with the potential of adding White House Black Market and Soma product, the other Chico's FAS brands. All Chico's items purchased on Amazon will be eligible for Amazon Prime. Chico's FAS, however, will maintain control of marketing, pricing and promotions for its products on Amazon.
Total Retail's Take: By putting its Chico's brand merchandise on Amazon, Chico's FAS is simply giving its customers another way to shop. What's interesting here is that Chico's FAS will be one of the few vertically integrated specialty retailers with Prime eligibility on Amazon. Why is Amazon allowing this, especially when it usually saves Prime for its own inventory? Experts say it's because the online behemoth has been looking to add established clothing brands to its site in an effort to become the No. 1 apparel retailer in the U.S.