HanesBrands shifts Champion C9 line to exclusive Amazon distribution deal

By

Robin Driver

Published
Mar 10, 2020

HanesBrands announced on Tuesday that it has signed a multiyear agreement with e-commerce giant Amazon for the exclusive distribution of its value-priced C9 Champion brand, previously available only at Target stores.

 
HanesBrands said that it was calling time on its distribution deal with Target in 2018, and the longstanding agreement, which has been in place since 2004, came to term in January of this year.
 
The new deal with Amazon Fashion means that, for the first time, the C9 line is also available outside of the U.S., as its activewear, innerwear and accessories for men, women and children are introduced via a dedicated C9 Champion storefront intended to complement the existing Champion storefront on the e-commerce platform.

The line’s offering of more than 100 styles includes active and workout wear such as leggings, jackets, t-shirts and shorts, as well as underwear like socks and sports bras. The line’s accessories include gloves, hats, caps, bags, shoes and fitness equipment.
 
“We are delighted to launch the C9 Champion line with Amazon Fashion to provide consumers with a new channel to access the brand,” commented HanesBrands CEO Gerald W. Evans Jr. in a release. “C9 Champion had strong consumer equity and a loyal following for the past 15 years. Consumers love the product line’s quality, selection, value and accessible style. The program is launching with a focus on top styles, but based on past popularity, we expect it to expand over time.”
 
Riding the wave of 90s nostalgia and logomania, Champion has established itself as a real bright spot in the HanesBrands portfolio, which also includes Hanes, WonderBra and PlayTex. In fiscal 2019, for example, Champion achieved sales growth of 40%, while its parent company posted a 2% increase in annual revenues, which totaled $6.97 billion.
 
With this kind of growth in mind, it should come as no surprise that HanesBrands is looking to capitalize on the popularity of the Champion brand by opening its accessible line up to a more international market.
 
Champion C9 is available now via its storefront on Amazon.