WWD Reports: Ronny Kobo Set to Launch Store on Amazon Fashion

Contemporary designer Ronny Kobo is expanding her distribution by opening a shop-in-shop in the Amazon Fashion store. Amazon is expanding its premium fashion brands, and Ronny Kobo is the latest to join the list. The e-commerce giant will debut its Ronny Kobo shop-in-shop on Monday, highlighting the designer’s spring collection.

Kobo’s collection, known for its fashion-forward designs, prints, and silhouettes, retails from about $200 to $700. The spring collection features gowns, tops, and going-out dresses, while the summer offering is filled with jumpsuits, crochet knits, tie-dye dresses, and white suiting separates that can take the woman from day to night or beach to backyard.

Considered “a featured brand,” Ronny Kobo’s collection will be highlighted on Amazon’s The Drop, a 36-hour promotion (which runs even longer) where Kobo will model her favorite looks from her summer collection and offer styling suggestions with accessories from Staples by The Drop. The Drop will go live on Monday at 12:15 p.m. EST. Amazon will promote it via its social channels.

After The Drop, customers will be able to shop Ronny Kobo products in the brand store, and will continue to add selections from Kobo’s seasonal lines going forward. There are more than 30 styles available from Kobo’s spring collection on Amazon.

“The ability to offer customers more options when shopping and to be included among other amazing brands and categories available in Amazon’s diverse range of stores is exciting,” said Kobo, who met with the Amazon Fashion team during Paris Fashion Week.

The launch of Kobo’s collection is part of Amazon Fashion’s goal to expand its selection and grow its offering of premium fashion brands. Amazon’s premium brands include Mara Hoffman, Staud, Ulla Johnson, Tory Burch, Rag & Bone, Loeffler Randall, Caroline Costas, Paige, Norma Kamali, Lafayette 148, Amanda Uprichard, Alice & Olivia, Shoshanna, Natori, and Rachel Comey.

Amazon has been expanding its presence in the fashion industry over the years. Last year, it introduced Luxury Stores, a platform that features high-end fashion brands such as Oscar de la Renta, Brandon Maxwell, and Altuzarra. Amazon also launched The Drop in 2019, a platform where influencers and designers collaborate to create limited-edition collections that are available for 30 hours or until sold out.

With the pandemic shifting consumer behavior towards online shopping, Amazon has been capitalizing on the opportunity to grow its fashion business. As detailed in a report by Edge by Ascential, Amazon is expected to become the largest apparel retailer in the United States by next year.

As for Ronny Kobo, the collaboration with Amazon will provide her with a wider audience and expand her brand’s reach. “I believe that good design should be accessible to everyone, and this partnership with Amazon Fashion is a step in that direction,” Kobo said.