Amazon is shutting down its Guilt Groupe competitor MyHabit

MyHabit

Amazon is shutting down discount fashion website MyHabit. The move arrives just three months after gilt Groupe sold for a fraction of its most recent valuation.

A person familiar with the deal said Amazon has struggled in recent years as the one-time popular fashion niche has become less popular.

Amazon is choosing to prioritize other fashion offerings in place of MyHabit.

Women’s Wear Daily reported employees have been told that the site will close down at the end of May.

In January, the CEO of MyHabit took on a new role at Amazon as general manager of its new private-label fashion business.

Amazon isn’t by far getting out of the fashion game. The company has launched Lark & Ro and Franklin & Freeman.

Sources close to Amazon say those lines will be a huge focus for the company’s apparel business as it moves forward.

Amazon has not immediately returned requests for more information.

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