Translated by
Nicola Mira
Jan 11, 2021
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American Vintage to open new stores in New York, across Europe

Translated by
Nicola Mira
Jan 11, 2021

French label American Vintage is starting 2021 with a bang, extending the global reach of its casual-chic fashion. In the next few weeks, American Vintage will establish a presence in New York’s Nolita neighbourhood, will open a store in Milan, and is also preparing to open in London’s Soho district and to inaugurate a flagship in Copenhagen. Finally, to confirm its presence on the map of the world’s fashion capitals, the label founded by Michael Azoulay is opening its first directly operated menswear store in Paris, at 32 rue Etienne Marcel, taking over the premises of an Eleven Paris branch.

Last year, American Vintage opened a shop in London, in the Covent Garden area - DR

The new Parisian opening substantiates the label’s growing interest in the menswear market. American Vintage already operates a half-dozen men’s stores in France, two of them in Marseilles, one in Lille, one in Lyon and a concession at the Bon Marché department store in the capital, as well as a 30 m2 presence also in Paris, next door to its womenswear store at 62 rue Tiquetonne. Menswear currently accounts for just over 10% of the label’s business, but Azoulay has high hopes for the segment.

Meanwhile, overseas sales account for over half of the revenue of American Vintage, which was founded in 2005. And by opening its first store in New York, at 237 Elizabeth Street, the label shows it wants to go further. “This is our first boutique in this market. We are going to open in the SoHo district, in Nolita,” said Azoulay. “It’s a directional shopping destination, home to [French labels] Sezane and Ba&Sh too. We will adopt the concept-store format we deployed in Covent Garden in London, with a retail area of over 90 m2. It’s the ideal location to launch our US presence, very busy on week-ends. If it works, we aren’t ruling out developing B2B operations, and opening other stores,” added Azoulay. The New York store is set to open on January 16.

American Vintage is already well-established in Europe, where it continues to expand its footprint. In January, it will open a new store in Milan, at 9 via Ponte Vetero in the trendy Brera district, a shop with a retail area of over 90 m2.

In Copenhagen, where American Vintage already has a store, it will inaugurate a new flagship at 35 Pilestraede, in the heart of the Danish capital. In London, where the label operates six stores, it has earmarked a new location at 38 Lexington Street in the Soho district, and it is waiting for the end of the UK lockdown to inaugurate the new store. Finally, in the coming weeks, American Vintage will open stores in Bilbao, Spain, at 33 gran via Don Diego Lopez de Haro, and in Lisbon, Portugal, at 11 avenida de la Liberdad, a store extending over nearly 150 m2.

An encouraging plan for American Vintage, which managed not to close down any of its French stores in 2020 and will end the financial year with a revenue of approximately €100 million.

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