American Vintage opens an address dedicated to men in the Marais in Paris (#1681968)

One more on the clock! The Marseille brand, run since 2005 by Michael Azoulay, its founder, has just opened its 14th store in the French capital. After the Forlife label, a fan of pre-ordering, then the women's label Fête Impériale, this fall, it's American Vintage, which is setting up at number 14 rue Froissart (IIIe) in the Haut-Marais district.

If FashionNetwork.com knew in July that the buyer of the flagship of Fête Impériale was none other than American Vintage, this boutique freshly stamped “AMV”, which is vast with a surface area of ​​110 square meters, is entirely dedicated to its men's wardrobe (this is its 22nd space in the world dedicated only for humans).

Designed as a place to live, this store, open since November 15, includes a “relaxation area” where customers can enjoy a coffee during their shopping session, as well as two screens which project shooting videos and campaign images. The brand, which masters the codes of event marketing and retailtainmentoffers a game to win various prizes (a wheel of luck to spin, until December 1st) and sells, in limited edition, a t-shirt printed with the words “Bonjour Paris Froissart”.

Conquering the West… but not only

American Vintage accelerates network expansion retail. In addition to France, the brand, real success story of the Marseille fashion scene, is also increasing international openings (Madrid and Dublin in June, Salzburg at the beginning of October, and soon in the United States) and is focusing more on Asia.

​In total, American Vintage has 215 points of sale such as corners and shops-in-shops in department stores (90% of spaces are in branches, 10% through partner affiliation) and 170 own stores (boutiques and outlets included) . Majority distribution channel, the retail amounts to 55% of its turnover, when wholesale represents 30% and digital 15%.

Still driven by family ownership and management (a trio made up of Michael Azoulay, his brother Serge and his sister Sandrine), the Marseille brand – which will celebrate its twentieth anniversary next year – claims a turnover of 150 million euros for the year 2023.