American Vintage is stepping up the pace of its internationalisation. The fashion label founded in Marseilles by Michael Azoulay is planning to add to its growing international presence by opening new stores in Europe, Asia and the USA.
The brand is eager to increase its retail presence throughout Asia, with a focus on China, where it sources 20 per cent of its collections—mostly knitwear—from. The creator and managing director of the brand, Azoulay, stated, “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 plan is to develop retail locations in megacities such as Guangzhou, Shenzhen, and Beijing and support them with an online presence.
American Vintage currently operates 215 department store concessions (90 per cent of them directly managed, 10 per cent through franchisees) and 170 monobrand stores, including outlet stores. The wholesale channel accounts for 30 per cent of the label’s revenue, direct physical retail for 55 per cent, and e-tail for 15 per cent.
The brand is actively growing its consumer base outside of France and enhancing its market share in the lifestyle sector. In order to support its goals for global expansion, the corporation has also stated that it is reevaluating its warehousing facilities.
