PVH Corp.-owned (PVH) - Get Report Calvin Klein announced that it has inked a deal with Amazon to offer a holiday retail experience called "CALVIN KLEIN X Amazon Fashion" this season. The deal will make Calvin Klein underwear and denim available exclusively in an online Amazon brand store and in Amazon pop-up shops in New York and Los Angeles through Dec. 31.
That means old-school department stores such as Macy's Inc. (M) - Get Report and Hudson's Bay Co.-owned (HBAYF) Saks Fifth Avenue won't get the exclusive for Calvin Klein, which has long turned to traditional stores to sell its popular undergarments and jeans.
And with its own pop-up shops, Amazon is posing a threat to brick-and-mortar in addition to online retail. The pop-up locations will be in New York's SoHo neighborhood and in the Santa Monica area in Los Angeles. They'll sell Calvin Klein loungewear and underwear for men and women.
The online Amazon Calvin Klein brand page will offer an expanded selection of both underwear and denim. Department stores won't get the new Calvin items until after Jan. 1, when the CALVIN KLEIN X Amazon Fashion agreement ends.
While Calvin Klein has been available on Amazon for several years, this is the first time the famous brand has offered Amazon an exclusive on new designs.
Amazon stock gained 0.1% to $1.138.06 premarket Friday. PVH shares don't trade premarket, but gained 2.42% to $129.94 by the close Thursday.
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