Carter’s, one of the largest children’s clothing companies in the U.S., has unveiled an Amazon-exclusive brand, betting an all-digital line can compete with brick-and-mortar.

Carter’s, one of the largest children’s clothing companies in the U.S., has unveiled an Amazon-exclusive brand, betting an all-digital line can compete with brick-and-mortar. Carter’s already has similar deals with Walmart and Target, but this is the first time they’re debuting a line that is “100 percent focused on the digital experience” to reach “digitally savvy” and “affluent” Millennial parents. Though we often see Amazon taking up more and more space in e-commerce, now they’re stepping into the territory of big box retailers as well. (Recode)