Endless.com

Amazon.com has launched their own independent shoe and handbag niche website, Endless.com. Shoes and handbags will still be available on Amazon.Endless really hides the fact that Amazon owns them.

Amazon.com launches independent Endless.com - TechCrunch

せっかく内緒で立ち上げたのにTechCrunchがバラしてしまっているがw

The question is ― did Amazon really need to launch an entirely new brand for this new shoes/handbags shopping experience? I understand people are use to the consistency of the standard Amazon.com shopping experience, but what about launching an enhanced shopping experience option in each product category on Amazon.com ?
Amazon.com launches independent Endless.com - TechCrunch

高級志向を狙うならブランドもんは量販店で売っても仕方ないからブティックを作ったってなところじゃねーの?