Joyce Azria has proven adept at adaptation, having grown up in her family’s BCBG Max Azria business, then exiting in 2016 to launch her own direct-to-consumer young contemporary brand Avec Les Filles as shoppers’ preferences shifted to branded, designer-driven, omnichannel merchandise.
Now she’s delving deeper into the online space — specifically Amazon — with a new, under-$ 50 basics brand called Rohb, which made its debut in beta mode on the e-commerce behemoth this week, with its own shoppable site coming soon.
A look from Joyce Azria’s new line, Rohb
While some brands may see Amazon as a black hole or point of no return, Azria thinks it’s an opportunity to expand her retail universe, which includes occasion dresses, activewear and jewelry extensions for Avec Les Filles, a low-caffeine energy drink called Miron that’s also sold on Amazon Prime, and a podcast aptly called “Success Redesigned.”
“I’m already on Amazon buying home staples, so for fashion, I wanted to keep it uncomplicated, too. Women are already buying basics on Amazon when they’re buying diapers or trash bags,” she said.
While she stops short of calling Rohb an Amazon brand, instead noting that it’s a distribution platform and the brand will have its own direct-to-consumer
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