Amazon buys company dedicated to luxury brands

It seemed as though Amazon.com had given up on the strategy of buying its way into merchandise categories.

But with Monday's announcement of its purchase of Shopbop.com, a Madison, Wis. based Web site dedicated to luxury brands such as Marc by Marc Jacobs and True Religion -- Amazon is again dabbling in the game plan that made the company get big fast at the turn of the century.

"As a category, shopping experiences in apparel are much more fragmented and diverse than many others that we are in," said Russ Grandinetti, vice president of Amazon's Apparel and Accessories store.

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