American Vintage, founded by Michael Azoulay in Marseille 18 years ago, is accelerating its global footprint with strategic store openings in key regions. The fashion label, known for its American-style inspiration, is making significant strides in Europe, Asia, and the USA.
Having successfully tested the US market with a flagship store in New York in February 2021, American Vintage is poised to open approximately 15 additional stores in the country by 2025, targeting cities such as Malibu, Austin, and Los Angeles.
In Europe, the brand marked its presence with the inauguration of its first store in Madrid in June, followed by two stores in Dublin for both womenswear and menswear. The expansion continues with a strong focus on Asia, where the fifth store recently opened in Hong Kong’s Elements shopping mall. Plans are underway for more stores in Hong Kong, and the label is strategically entering the Chinese market through a joint venture, with plans to open 50 stores in the country over the next five years. This move aligns with changing consumer preferences in China, emphasizing comfort and lifestyle items over traditional luxury goods.
American Vintage, with 215 department store concessions and 170 monobrand stores, is not only expanding geographically but also diversifying its product offerings. The label unveiled its inaugural home collection in May, featuring retro-themed tablecloths and napkins. The Fall/Winter 2023 collection introduces an expanded childrenswear line, catering to a wide age range.
As part of its growth strategy, American Vintage is reevaluating its warehousing facilities, investing in a new 9,000-square-meter warehouse with robotics and automation capabilities. The label, still a family-owned company led by the Azoulay siblings, expects to generate a consolidated revenue of €150 million in 2023.
Looking ahead to the 2024 Paris Olympic Games, American Vintage plans to highlight French athletes, showcasing its commitment to supporting major sports events.