Amazon is going after the lucrative children’s wear business, and it may be looking to steal market share from Target and Walmart.

Amazon next month will launch an e-commerce platform for Blu & Blue, an eco-friendly denim-focused brand for infants through age 16. The label, which bowed in December 2015, is sold at primarily at specialty stores. This is Blu & Blue’s first e-commerce venture.

“In creating the e-commerce site on Amazon, we considered our consumers at each step of the creative process,” said Aaina Jain, founder and chief executive officer. “We didn’t want to rush the process. We were committed to creating an accessible, responsive and easy-to-scale digital experience.” 

Blu & Blue, which claims celebrity fans such as Jennifer Lopez, Beyoncé and Ludacris, is known for comfort, as in the “buttery soft” denim used for unique styles. “Our clothes are wearable all year and versatile enough to be dressed up or down,” said Jain, adding that proprietary prints and thoughtful details elevate Blu & Blue.

The initial buy-now collection for Amazon will feature a selection of top-selling Blu & Blue looks, including dresses for baby girls and junior girls with embroidery, ruffles and tassels; European-inspired cropped denim jackets for girls, including bomber jackets with detailed embroidery; rompers for boys and girls; classic boys’ shirts with a star print, and matching striped shirts and striped Bermuda shorts, as well as polka-dot print jeggings. Prices will range from $29.95 to $79.95.

Blu & Blue total assortment of 300 boys and girls’ items are made at the Delhi, India, manufacturing and washing facility owned by Jain’s family, using fabrics and trims sourced from mills in Japan, Italy, Turkey and California.

Target captured some of the momentum in children’s wear with its Cat & Jack in-house brand for babies and kids. Projected to be a $1 billion brand, Cat & Jack hit the $2 billion mark just after its launch. Encouraged by the performance, Target introduce Toca Boca last year. Walmart’s Wonder Nation for kids launched in March, featuring brightly colored apparel at low prices.


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