Shopbop will relaunch East Dane, its sister site, under its umbrella as Shopbop Men. This reorganization was done to make it easier for customers to browse both women’s and men’s products. Shopbop’s focus has been on women’s designer products for a long time, while East Dane was primarily men’s.

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Shopbop Men is basically a rebranded East Dane. It will still be dedicated to high-end menswear offerings. More than 250 products from brands like JW Anderson and Maison Margiela as well as Polo Ralph Lauren and Paul Smith.

After the soft launch on Shopbop’s website for menswear, the integration officially began Wednesday. Shopbop Men will be joining Shopbop’s Yours Truly loyalty programme. The program will also include new features such as filtering, favorite and wish lists.

East Dane’s team will continue to work exclusively on menswear. Shopbop is owned by Amazon. However, some of its business is managed by its parent company. Amazon made a major move to acquire Shopbop in its first attempt to make a name for itself in the fashion industry.

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Shopbop was primarily an independent entity that Amazon owns, rather than being part of Amazon. Wells Fargo reported last March that Amazon accounted for 11-12 percent of all U.S. apparel sales and 34-35 percent of all apparel sold online.

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