American Vintage, a fashion brand started 18 years ago in Marseilles, is making big plans to grow around the world. They want to open new stores in Europe, Asia, and the USA. The brand, which is inspired by American style, has been successful in the US, especially in New York. Now, they plan to open 15 more stores there by 2025. In Europe, they recently opened stores in Madrid and Dublin. In Hong Kong, they just opened their fifth store.
They are really interested in China and plan to open 50 stores there in the next five years. The founder, Michael Azoulay, says that now is a good time because Chinese people are more interested in comfortable lifestyle items than expensive luxury things.
Right now, American Vintage makes 30% of its money from selling to other stores, 55% from their own stores, and 15% from online sales. They’ve also started making home items like tablecloths and napkins and expanded their kids’ clothes collection.
Azoulay thinks it’s important to have good logistics (how things are moved and stored) to grow internationally. They are planning a new warehouse that will be partly run by robots. American Vintage expects to make €150 million in 2023.
Even though they aren’t planning a special collection for the 2024 Paris Olympics, they want to support French athletes, just like they did for the Rugby World Cup.
