Burberry, Gucci and Fendi lead e-commerce backlash, going in-house

© Kobby Dagan | Dreamstime.com - Fendi store

E-commerce is where the growth is for many sectors of the retail industry, and at the centre of it is Amazon, like an online Death Star with a tractor beam on full, dragging everything into its orbit. But here too, one small rebel group still holds out. Amazon has no appeal for the luxury goods sector, and they are so angered and disillusioned that they are moving fulfilment operations back in-house.

“Brands are not showing a softening to the e-commerce giant. Many brands, ...