American Vintage, the renowned fashion label originating from Marseilles and founded by Michael Azoulay, is poised for a significant leap in its international presence. The brand is gearing up to open new stores across Europe, Asia, and the United States, signaling a robust strategy for global expansion.
With a strong focus on Asia, American Vintage aims to solidify its footprint, especially in China, a key source for 20% of its collections, predominantly in knitwear. Michael Azoulay, the creator and managing director, revealed, “We will enter China via a joint venture with a local partner, and we are planning to open about 50 stores in the country in the next five years.” The brand is eyeing prominent cities like Guangzhou, Shenzhen, and Beijing, complementing physical stores with a robust online presence.
Currently boasting 215 department store concessions and 170 monobrand stores, including outlets, American Vintage is strategically positioning itself for global growth. The brand’s revenue distribution highlights 30% from wholesale channels, 55% from direct physical retail, and 15% from e-commerce.
This expansion plan aligns seamlessly with American Vintage’s overarching goal to diversify its consumer base beyond its French roots and reinforce its presence in the lifestyle sector. As part of its global growth strategy, the brand is also reassessing its warehousing facilities to ensure they are in line with the demands of this ambitious expansion. Keep an eye out for the distinctive styles of American Vintage making waves in international shopping destinations soon. The brand is set to redefine fashion landscapes with its avant-garde designs and commitment to expanding its global reach.
