Amazon introduces luxury in Spain through its Luxury Stores


  • Its new digital store offers ready-to-wear collections from brands such as Cristopher Kane, Elie Saab and Altuzarra
  • Following its success in the United States, the technology giant is expanding into five European countries


The dream of luxury brand lovers is now a reality. Amazon has announced the arrival of Luxury Stores to Spain in an expansion plan that also includes the UK, France, Italy and Germany.. A decision derived from the success achieved in the United States since its implementation in 2020 by Oscar de la Renta.

Its objective is none other than to offer users the opportunity to learn about, from their own website or app, the latest ready-to-wear collections from top brands such as Altuzarra, Boglioli, Cristopher Kane, Dundas, Elie Saab, Jonathan Cohen, Mira Mikati and Rianna+Nina.

“We are delighted to offer even more choice to our European customers with the launch of Luxury Stores on Amazon, where they can find an inspiring range of luxurious styles for any occasion, from established designers such as Elie Saab to emerging brands such as Mira Mikati”, Amazon Fashion Europe vice-president Ruth Diaz recently detailed.
How does this service work?

How does this service work?


This concept of Luxury Stores combines the familiar confidence and convenience of Amazon customers with features such as fast, free shipping and a different level of experience in discovering luxury fashion items for women and men.

Brands and designers are in charge of directly selling their collections and making all decisions regarding inventory and pricing. For its part, Amazon provides them with the necessary tools to create and customise content that respects the image and values of each brand.

The future is yet to be designed


If there is one thing that has characterised the company since its creation, it is its non-conformist nature. That’s why Luxury Stores will not stop here and will continue to welcome more brands in the future, as the Amazon Fashion Europe Vice President said: “This is just the beginning, we look forward to continuing to support brands with innovative tools and resources so they can share their latest collections and unique stories with our customers across Europe season after season.

In addition, throughout the year, customers will also be able to discover Luxury Stores on the @amazonluxurystores Instagram account, where a global network of style ambassadors, creatives, thought leaders and trendsetters such as Imaan Hammam, Shiona Turini, Tommy Dorfman, Serge Ibaka and Camille Rowe will share their own content reinterpreting luxury with their unique style.

The first Luxury Stores campaign in Europe features photographs by Angelo Pennetta, styling by Charlotte Collet and starring Kristen McMenamy, Precious Lee, Leon Dame and Dara. With it, Amazon invites users to prepare for a summer of celebrating individuality and self-expression by redefining luxury fashion.

With this expansion, Amazon and the brands hope to achieve similar success to what they have achieved in almost two years in the United States. As published by The Guardian, Norwegian designer Dundas has seen sales grow by up to 30% of its direct-to-consumer business since the opening of the US digital store. Will Europeans be up to the task?