December 6, 2012, 12:09 PM

Amazon launches a high-end fashion site in the U.K.

The Premium Store includes free U.K. delivery and free returns within 30 days.

Amy Dusto

Associate Editor

Lead Photo

The British arm of top web retailer Amazon.com Inc. grew more urbane this week. The Premium Store at Amazon.co.uk, which opened Monday, sells high-end apparel from designers including Giorgio Armani and Hudson Jeans, Amazon says. All Premium purchases include free delivery in the United Kingdom and free returns within 30 days, the company says.

“The new store brings together the latest, must-have women’s fashion brands and marks the introduction of some of our favorite U.S. denim brands at Amazon.co.uk,” says Jessica Brown, head of fashion at Amazon.co.uk Ltd. “In addition to big name labels like 7 For All Mankind, the store also offers cult denim labels such as Siwy, giving customers a great breadth of designer styles to choose from.”

The Premium Store’s opening coincided with both the United Kingdom’s Cyber Monday , which falls a week after the corresponding Internet shopping day in the United States, and the first day of Vogue Online Fashion Week, which this year is sponsored by Amazon.co.uk, the company says.

Amazon says it selected in-vogue British model and disc jockey Mary Charteris to model items from the new collection in the online store. The store also includes menswear.

“We are working with a growing number of exciting fashion brands across Europe as demand from our customers for premium fashion increases,” says Francois Saugier, director, E.U. apparel at Amazon. “We will continue to regularly add new brands and styles so that customers can find and buy all the latest fashions at the click of a button.”

Amazon is No. 1 in the Internet Retailer Top 500 Guide.

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