Amazon Style Launches in Glendale

Amazon.com Inc. will launch a clothing store with the first location in Glendale.

Amazon Style, the e-commerce giant’s first foray into brick-and-mortar apparel retail, will open at the Americana at Brand outdoor mall later this year. The shopping experience will feature app-based enhancements in a move the mall’s developer calls as an “innovative” addition.

The sales floor will have traditional mannequins wearing pre-styled outfits, with QR codes that shoppers can scan for more size and color options. Machine learning through the Amazon Shopping app will offer shoppers personalized suggestions as they scan styles they like in the store.

“As customers browse the store and scan items that catch their eye, we’ll recommend picks just for them,” an Amazon statement said. “For an even more tailored experience, customers can share information like their style, fit, and other preferences to receive more refined recommendations.”

Through the app, customers will be able to send items to a fitting room, where they can use a touchscreen to browse more options, rate items and request more sizes or styles that are delivered directly to their room, according to a statement announcing the new store.

“Amazon Style offers more selection than a traditional store of its size—more than double the number of styles—without requiring customers to sift through racks to find the right color, size, and fit,” the Amazon statement continued. “Instead, Amazon Style features display items, bringing more looks and less clutter to in-store shopping.”

The anticipated 30,000-square-foot retail space will feature men’s and women’s styles in a range of prices. Though there will be Amazon-brand pieces, most styles will be non-Amazon labels, the Associated Press reported.

“Once again, the most innovative companies in the world have chosen to launch their latest retail concepts with us,” Rick Caruso, founder and chief executive of Caruso, which owns Americana at Brand, said in a statement. 

Caruso properties have added Amazon storefronts consistently over the last several years. An Amazon 4-Star store, featuring trending items from online sales, opened at the Americana at Brand in 2019. Amazon Books locations opened in 2018 at Caruso’s Palisades Village and Waterside at Marina Del Rey. 

The Promenade at Westlake and Encino Marketplace will both see Amazon Fresh locations open later this year. 

Amazon unseated Walmart Inc. in 2020 as the nation’s top apparel retailer, capturing roughly 11 percent of all clothing sales across the country and about 34 percent of all online clothes sales that year, according to Wells Fargo & Co. research. Walmart U.S. had a total of 4,743 stores throughout the United States as of 2021 while the Amazon Style store at Americana at Brand will be Amazon’s flagship apparel store. 

“Our passion for innovation hasn’t stopped since we changed the face of retail over 20 years ago, and we have long been the first choice for digitally native brands entering the brick-and-mortar space,” Caruso’s statement continued. “We seek out brands that share our values and customer-obsessed mission and know that Amazon Style will introduce a new gold standard in personalized guest experience.”