Selling with the enemy: Why rival retailers embrace Amazon.com

Chico’s FAS Inc warned in January that it would shutter at least 250 stores across its namesake brand, along with its White House Black Market and Soma labels.

But the US women’s clothing chain is expanding a different storefront – its Chico’s-branded micro site on Amazon.com Inc.

The world’s largest online retailer now sells around 2,300 Chico’s styles, from crease-proof trousers to fine-knit sweaters, representing nearly six times more product offerings than when it started last May, Chico’s told Reuters.

While that growth should entice any retailer, Chico’s is one of a growing number of clothing brands treading carefully.