Selling its products on Amazon is driving traffic to Chico's boutiques, CEO and President Shelley Broader told CNBC on Tuesday.
"Customers may have been introduced [to the Chico's brand] through their Prime Membership to Amazon, but they can also return that item [or] seek additional matching items in our boutiques," Broader told CNBC's Courtney Reagan on "Power Lunch."
In April, Chico's FAS — the parent company to three brands, including the namesake, White House Black Market and Soma — announced the company's plans to offer Chico's brand apparel and accessories on Amazon. The move came at a time when many retail companies are concerned about the dominance of the e-commerce giant.
But Broader said working together is a strategic business move.