(NEW YORK) Attention, dapper hommes: Shopbop launched new menswear site, East Dane, today, angling to compete with menswear e-tailers like MRPORTER and Bonobos. The site launched with 135 contemporary menswear brands and plans to add 65 more by the end of the year. Shopbop and East Dane are both owned by Amazon Inc., so customers will be able to log in and shop with info stored in their Amazon accounts. Amazon Prime members can expect to receive benefits like free two-day shipping for both Shopbop and East Dane by mid-September.
So what’s in store for the boys? Key brands like Rag & Bone, Billy Reid, Theory, Billykirk, Public School, Shipley & Halmos, and Levi’s, to name a few. Plus, expect accessory brands like Miansai, Pantherella, Giles & Brother, Oliver Peoples, Persol, and Illesteva in the mix. Suit separates and blazers will also be on offer for the business set, but full suit sets will not.
Amazon’s other fashion businesses include Amazon Fashion, Zappos, and MyHabit. While East Dane’s competitors are flourishing in the booming menswear market, others like Gilt Groupe’s Park & Bond have shuttered, proving the formula for getting inside the blokes’ closets isn’t always so simple. But with online apparel and accessories sales reaching $54.2 billion this year, it’s safe to assume (especially with Amazon’s backing) the site had a good shot at making its mark.